See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/330828287

Art of Visual Communication, Evolution and its Impact

Article  in  Indian Journal of Public Health Research and Development · December 2018

DOI: 10.5958/0976-5506.2018.02238.6

CITATIONS READS
2 14,878

1 author:

Nida Ijaz
Lahore College for Women University
1 PUBLICATION   2 CITATIONS   

SEE PROFILE

All content following this page was uploaded by Nida Ijaz on 07 April 2020.

The user has requested enhancement of the downloaded file.

 1

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

Abstract
In the field of art, visual communication plays an important role to
communicate with the viewer. Visual communication is evolving around time
to time but it is not a current invention. This visual communication has a
history. It is very useful in the contemporary world. Although it has a long
history trail but still today it plays a prominent role in the world of digital
communication. Meaning of visual communication is that something which
can be attained with the help of eyesight and display. In this manner any
display thing and which can be seen through sight fall in this category like
map, signals, painting, illustration, graphic, books, animation, web designs,
advertising, films and etc. Anything that comes with a message can be fall in
this category and can be code a message in a beautiful way and that message
can leave a strong impact on viewer mind and could change their behavior
towards a certain company. This communication and its impact can be
measured; assessment of visual communication totally depends on the
understanding of identified audience. Visual communication can build an
image of a company, that image can be set or delivered with the
representation of logo. Now a day’s logo plays a prominent and important
role to communicate and develop the identity and image of a company or
business in the corporate world. Logo is an important element of any business
and product. Another term is very near to the concept of logo that is
‘branding’ meaning “assign a brand name to”. Branding is a process which
creates an image or name of product in the market. Logo and branding are
very much important to each other. Intend of this research is to discuss the
visual communication evolution and its impact on the consumer behavior in
the reference of graphic design.

Introduction:

Communication is very much important in our daily life an individual cannot spend a single day without

any communication. It is not necessary to have communication between two individuals’; communication

means receiving information from a source and make an action on that. The individual who transfer that

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

 2

message is stated as the sender and the person or group who received that information is termed receiver.

An idea, facts, instructions, opinions, and emotions can be delivered as information. Definition of

communication is “the act or process of communicating; fact of being communicated” and

“the imparting or interchange of thoughts, opinions, or information by speech, writing, or signs”.

Communication have three different modes. First mode is “Interpersonal Communication” meaning

“Interpersonal communication is a two-way means of communication that allows the participants to

evaluate and respond to each other.” Second mode is “Interpretive Communication” meaning “Sender

(presenter or writer) delivers the information, and the listener or reader (or viewer in the case of television

and other forms of visual media) concludes or understands the concepts presented to them. Interpretive

communication lets intake and division according to individual beliefs and understanding”. Third mode is

“Presentational Communication” meaning “a speaker is speaking to a group of people, audience or

presenting a performance or presentation in script and has no other resources of engaging with the

addressees”. Communication can be further divided into two different forms like visual communication

and verbal communication. This research intends to discuss the visual communication which fall in the

second mode of communication i.e. “Interpretive Communication”.

Visual communication is the strongest medium to communicate in the present era. In this type of

communication, you can deliver the information, enlighten the viewer and entertain the audience through

images and text. Today when the technology is on its peak many companies determine to communicate

with their consumer, audience and consumers via visual communication (advertising) because it takes

minimum of their time with an effective impact. Now a days people mostly rely on visual communication.

Graphic design, signs, films, Tv commercial and other uncountable sources of visual communication.

These all are advanced form of communication otherwise visual communication is the oldest form. Visual

communication evolves with the passage of time and leaving strong impact on the viewer mind as this is

growing. Saying that visual communication is a form of art is not wrong. As it is the oldest way of

communication; Communication is the basic need to survive. Capacity to communicate others in more

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

 3

effective way is most important reason to be exist like a civilization. Now a days almost every business

communicates with their audience, consumer and viewer with visual communication which is called a

form of art i.e. Logo. Logo is Greek language word meaning “Imprint”. Meaning of Logo is “Conceptual

representation like writing a visual and referential linguistic sign that does not take the phonetic

dimension into consideration.” To communicate with audience logo is very important element of

every product and business in the corporate world. Branding is another terminology for logo and

meaning of branding is “assign a brand name to”. To build an image in consumer mind branding

plays very important role in it and with the help of advertising campaign a business or company

defined their advertising and branding theme. Which help companies to build notable image in

the consumer mind. Logo is an important part of branding.

To understand the importance and impact of visual communication it is must to study visual

communication types. Visual Communication in advertising has many types like logo, print campaign,

TV commercial, website etc. It’s very much important to choose an accurate type for visual

communication according to the purpose like, for advertising; you should know your audience

background. This research highlights the consumer behavior towards the products and brands. And the

perception of viewer towards those ads.

Literature Review:

Without communicating with each other no one can grow or cannot spread and preserve the knowledge

and information just like people from stone age. Because lack of preserved information or documented

knowledge, today there is very limited information about them. If we go back to see its history then

human used this form of communication million years ago in stone age settlements. They communicate

through paintings, paintings they paint in cave’s walls and on ceilings, those paintings helped them to

communicate, paintings contain various hunting scenes, anatomy study of different animals or it might be

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

 4

possible they delivered their hunting traditions to their coming generations through these paintings.

Identify any specific reason is impossible because we have no any manuscript record of their language.

Later Indus Valley Civilization (3300 – 1300 BC), this was one of the oldest civilizations came to know

with well-planned architecture, but historians are restricted in their knowledge for this civilization

because they could not find any way to understand their language which is still fall underneath in

unknown category. Although there are traces of the way of communication they might had, that source is

seals (Fig. No. 1) which has been discovered from diverse places and in numerous shapes with contains

various symbols written (engraved) on it.

Egyption and Mesopotamia Civilizations have the acclaim of being the most the most primitive known

writing systems are thought to have invented in the Middle Eastern civilizations of Mesopotamia

(cuneiform) and Egypt (hieroglyphs) (Fig. No. 2 & 3) over five thousand years ago. The Maya

from Central America, another settlement of ancient people who have early glyphs. This

civilization reached to its peak started from 300 BC and mysteriously vanished in the 16th

century AD.

Early glyphs from one more ancient people, the Maya of Central America, whose civilization

cultivated from 300 BC before vanishing inexplicably in the 16th century AD, were based on a

sophisticated written calendrical system. Though the first notorious European writing appeared

from pre-Homeric Greece and Crete. Egypt and Mesopotamia reflect the progressive

development in the race of human history through the invention of scripts. Rosetta Stone

revealed in Egypt (1799) which contain similar inscription in three dissimilar idioms i.e. Greek,

Egyptian Hieroglyphs and Demotic which makes easy to comprehend the hieroglyphs in the first

place. Hieroglyphs (Fig. No. 2 & 3) are combination of different symbols; the symbols represent

the sounds and the way of communication of once existing language.

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

 5

If we compared the qualities of hieroglyphs with logo and logo’s purpose. Then put this

statement would not be mistaken that hieroglyphs are very first representative depiction of

Pictogram (Fig. no. 4) in antiquity. Meaning of pictogram is; any symbol which delivers and

conveys a message. Pictogram is alternative of logo form. This symbolic representation has been

using in later upcoming civilizations since. This form of representation and communication

evolved with the passage of time and became one of the strongest ways to communicate with

masses despite their different backgrounds and language they speak.

Just like that an ad placement in any medium like in newspaper, magazine, TV commercial and

in any electronic media leave a strong impact on viewer mind. And this type of visual

communication is spreading rapidly. Through advertising, companies code their message for

their viewer to decode that message. After decoding or receiving some specific information

consumer (receiver) make an action according to the desire and need. In the ads by showing

certain environment company grab their audience attention which may affect their buying

behavior and some companies reposition themselves to clutch more potential customer. Every

individual response in different way according to their background and interests. These

advertising by companies plays with consumer’s psyche. Consumer have some specific buying

behavior towards brand. That behavior can be change toward brands by seeing advertising. A

brand can be more successful by consistent in experience and communication, across many

sources. Like print campaign, packaging, website and content of marketing. Building an impact

full image in your consumer mind is not easy it required a process in which you study your

consumer’s behavior to build a reliable relationship with them. Buying behavior can be described

with the process of internal and external thinking process to decide. Every consumer desire to

make a quick decision to purchase a certain product and that decision can be influenced by many

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

 6

other factors like their packaging, appearance, color, brand image (build with advertising), price

and placement in the shelf of point of sale. Buyer decide by comparing two products with each

other according to their needs and demands. And that decision made with the help of their visual

vocabulary which they have by seeing various advertisement of same product by different

companies. That vocabulary arises while making the decision process and that search strategy

incessantly prejudiced by visual communication. That communication builds an image of a

product and consumer behave according to that image and overlooked other aspects of decision

making like price, quality, quantity etc. visual communication (advertising) have changed their

communication style and visual representation with the passage of time. According to the

demand of contemporary time and the requirement of electronic media and digital world,

communication evolve and reach to its peak. There is a lot of difference in advertising style can

be seen in present time.

For example, in the advertisement of Jet washing detergent (Fig. No. 5 and 6) company have

showed black and white photographic based ads. In which they have showed a satisfied and

happy woman. And in present era Sufi Soap (Fig. No. 7 & 8) and Surf Excel (Fig. No. 9 & 10)

companies presented their vision and their target audience very directly in Surf Excel (Fig. No.

10) they are showing a young, energetic and fun-loving mother of a boy who is playing football

and get some stains. And in second ad (Fig. No. 9) a grandmother aged woman with a very

obedient and well-mannered boy. On the other hand, in Sufi Soap (Fig. No. 7 & 8) ad company

used their packaging and a caption in Urdu language which is mother language of Pakistan can

be understand by most people in Pakistan. In sufi soap ad there is a combination of text and

Package image only on the other hand in surf excel they are showing a young mother may be a

housewife who is very much happy and satisfied with the results of surf excel and they are

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

 7

delivering their message in English language which is much showing that only the people who

are able to understand English can read and understand this message as the image is very much

clear and loud that the lady is very much satisfied with the outcomes of product. But as it is a

mind game the women who can not relate themselves to that lady they can not be interesting in

surf excel. In sufi soap as message in urdu which is more readable language most people can

read and understand that what they are trying to say. As there is no specific image of any female

or any image in background which show the living style of user, so the right target audience

would be more comfortable in buying this sufi soap without any doubts of cost and budget.

Another example of household product is bathing soap i.e. LUX toilet soap (Fig. No. 11). In that

black and white era company have a USP i.e. they represent always a young leading superstar to

attract their audience and that USP can be seen in the present time as well, but the way of

representation is different and in advance form. As their consumer life style have changed with

the passage of time their requirement, demands and needs changed too. And company follow to

the change and evolve communication styles with the passage of time. In present contemporary

world, where compition is on its peak companies advertise them with a different USP and with

different visuals and cater different audience; difference based on the product’s price, quality and

consumer’s behavior. for example Lux and Care beauty soap both have different companies and

their target audience and price can be judge by seeing their advertising and their targeted

consumer can easily relate themselves to that ad and identify their need of that product for

example in LUX beauty soap (Fig. No. 12). Company hire two leading stars female and male of

Lollywood of that present time. Those stars are ideal of every youngster. By showing the people

with that fame company gave the impression to the viewer and consumer that this product is

worth using your skin can be as much glowing, smooth and attractive as your favorite star. Lux

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

 8

always use a celebrity to present their idea and to deliver their message. As their fans they trust

them and will do what they ask them to do or consumer can dream of themselves as their

celebrities looks like. Lux is an international product but in Pakistan they are selling their

product by showing local superstars who can be recognized by maximum people and consumer

can relate themselves to them easily without thinking of their culture differences. On the other

hand, another local brand Care (Fig No. 13) is advertising themselves in some local magazine

like Shua, Family and Kiran (some local magazines with stories and novel) (Fig. No.15). As

these novels are in urdu language and read by the young girls from countryside and middle-class

young girls the company is delivering their message in urdu language and not showing any high-

class celebrities so that audience can relate them to that common girl who is beautiful in her

daily life.

Another example from household product is cooking oil. Many companies are producing

cooking oil in Pakistan and their unique selling points (USP) are different from each other, we

can see their USP concept through visual communication (their advertisement) which they are

making with their consumers. For example, Dalda foods is one of the leading and one of the

oldest companies working in Pakistan, it has been producing their products for 80 years. Dalda

ghee and cooking oil (Fig. No. 16, 17…19) are one of the products they are providing. In their

one of the oldest ads (Fig. No. 16), illustration base, representation of a house wife and husband

who are satisfied and encouraging to buy the product. Now a days in present time, they are

targeting young educated mothers who are concern about their children’s diet and health. For

example, in their one TVC (Fig. No. 17) which come on air in 2016. They show a young woman

(housewife and mother) who is satisfied because she knows she is feeding to her children with

the best. In advertisement they targeted A+ class, which can be judge by their living style i.e.

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

 9

their luxuries home, outfits and extravagant food served on the dinning table. They have been

showing this concept and living style since a long year (Fig. No. 17, 18 and 19). Which shows

they are targeting upper class with a different idea. On the other hand, another cooking oil

Kashmir Cooking oil (Fig. No. 20) also targeted young women who are from upper class and

always prefer their family health. Both companies (Dalda and Kashmir) are targeting upper class.

On the other hand, another company of same category i.e. Molvi Cooking oil (Fig. No. 21 and

22) selling their product with a different USP. In their ad they showed mouthwatering food items

cooking on stove and there is no housewife and woman focused in frame. Their advertisement

totally based in urdu language, diversely Dalda and Kashmir cooking oil are advertising

themselves in english and urdu both languages. Showing ad or communicating in bilingual

languages they are targeting masses and targeting more audience who could afford as well.

Conclusion:

Communication is very much important to excel in every field even as a civilization only can

survive if have communication. As communication is very important and this research paper has

discussed the importance of visual communication, and how this type of communication evolve

around the era with the passage of time with leaving a strong impact on it. With the passage of

time every company adopt this visual communication source to advertise themselves for their

consumer and their growth in the corporate world. Advertising is a key to attract your consumer

and make them to buy certain product. Through advertising they delivered their message and

inspire their consumer to buy their product. Face of communication have changed with the

passage of time, communication developed from hieroglyph to pictograms. This change

happened because that was the demand of time. With the passage of time different civilization

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

 10

appeared, survived and gone. Every civilization and settlement leave an impact on society and

society reach to next level with every settlement’s progress. And now time has come when the

whole world could be considered as a global village. That change happed with the help of

technology. As technology achieved a level in contemporary world and that achievement

demands a change in every aspect of life including communication. To full fill that requirement

visual communication has developed and evolve itself. Most of the companies mostly rely on

visual communication and they advertise themselves and grab the attention of their target

audience. Perception of consumer and user has changed and developed with the time as well.

Today no one have time in their busy routine lives and everyone want solution of their problem

very quick. Because competition has increased the demand of consumer. People who are target

audience have information and exposure of different brands and product due to media, and its

everyone wish to look pretty, feel healthy and deliver best to their families. Companies first

develop a demand or need of their product in consumer life by showing very energetic, healthy,

successful models and actors in their ads who are using their product and informing, delivering

given message and encouraging them (consumer) to buy their (company) product. Because

people get inspired by their idols and they do what they ask them to do. Companies and concept

developers now how to target which class by showing certain living style, environment, dresses

and most importantly with the language they are choosing for delivering their message. Purpose

of this research paper is to study that how Pakistani advertisement has changed with the passage

of time and how they are attracting consumers toward a specific product and company.

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

 11

References:

Airey David, Logo Design love: A guide to creating iconic brand identities. New Riders, 2009.

Bettman, J. R., and Park, C. W. (1980), “Implications of a constructive view of choice for
analysis of protocol data: A coding scheme for elements of choice processes”, Advances in
Consumer Research, Vol. 7, No. 1.

Howard, J. A. and Sheth, J. N. (1969), The theory of buyer behaviour (1st ed.), New York: John
Wiley and Sons Inc

http://www.daldafoods.com/about-us/

http://www.daldafoods.com/media-gallery/#ytplayer

https://en.oxforddictionaries.com/definition/brand

https://freshsparks.com/successful-brand-building-process/

https://study.com/academy/lesson/modes-of-communication.html

https://www.dictionary.com/browse/communication

https://www.zabaan.com/blog/a-short-history-of-the-urdu-language/

Kundu K. Samar, Indus Valley Civilization Table 1: The Chronology of Indus Valley Civilization
Amazon.com, 2013.

Wilson David H, Pictograms, Icons & Signs London: Thames & Hudson Ltd, 2006.

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

 12

Annexure

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

 13

Fig. No. 1. Stamp seal with unicorn and ritual offering stand, ca. 2000-1900 B.C.; Harappan. Indus
Valley, Harappa, 8796-01. Indus inscription. Steatite; L 5.2 cm (2 in.); W. 5.2 cm (2 in.). Harappa
Museum, Harappa H99-4064. Courtesy of the Deaparment of Archaeology and Museums, Ministry of
Minorities, Culture, Sports, Tourism and Youth Affairs, Government of Pakistan.
Source: http://www.ancientscripts.com/indus.html (accessed on 01-10-2018)

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

 14

Fig. No. 2. Egyptian Hieroglyphs, 13th century BC. Source:

https://www.natgeokids.com/au/discover/history/egypt/hieroglyphics-uncovered/ (Accessed on 01 Oct
2018).

Fig. No. 3. Egyptian Hieroglyphs, from KV17, the tomb of Seti I, 13th century BC.
Source: https://www.natgeokids.com/au/discover/history/egypt/hieroglyphics-uncovered/ (Accessed on
01 Oct 2018).

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

 15

Fig. No. 4. Road Signs an example of Pictogram, A type of visual communication, Source:
https://www.edrawsoft.com/visual-communication-forms.php (accessed on 30 Sept 2018).

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

 16

Fig. No. 5. Washing Detergent Powder, Published in Akhbar-e-Jahan, 1973. Source: Newspaper picture
captured by author.

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

 17

Fig. No. 6. Washing Detergent Powder, Published in Akhbar-e-Jahan, 1980. Source: Newspaper picture
captured by author.

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

 18

Fig. No.7. Newspaper ad of Sufi Soap.

Source: http://myipedia.blogspot.com/2014/08/sufi-soap-vermicelli-tvc-2014.html (accessed on 02 Oct
2018).

Fig. No.8. Newspaper ad of Sufi Soap.

Source: http://myipedia.blogspot.com/2014/08/sufi-soap-vermicelli-tvc-2014.html (accessed on 02 Oct
2018).

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

 19

Fig. No.9. Newspaper ad of Surf Excel and Screenshot of Last Frame of TV Commercial.
Source:
https://www.google.com/imgres?imgurl=https%3A%2F%2Fi.ytimg.com%2Fvi%2FYL_SHBJJIAE%2F
maxresdefault.jpg&imgrefurl=https%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv%3DYL_SHBJJIA
E&docid=i-6dotkHCs3EhM&tbnid=eQqccSZZLsPs4M%3A&vet=10ahUKEwiK6-
bFqPbdAhUqp4sKHeYxATQQMwh7KBIwEg..i&w=1280&h=720&bih=608&biw=1366&q=surf%20ex
cel%20ad&ved=0ahUKEwiK6-bFqPbdAhUqp4sKHeYxATQQMwh7KBIwEg&iact=mrc&uact=8
(accessed on 02 Oct 2018).

Fig. No.10. Newspaper ad of Surf Excel and Screenshot of Last Frame of TV Commercial.
Source:
https://www.google.com/imgres?imgurl=https%3A%2F%2Fi.ytimg.com%2Fvi%2FYL_SHBJJIAE%2F
maxresdefault.jpg&imgrefurl=https%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv%3DYL_SHBJJIA
E&docid=i-6dotkHCs3EhM&tbnid=eQqccSZZLsPs4M%3A&vet=10ahUKEwiK6-
bFqPbdAhUqp4sKHeYxATQQMwh7KBIwEg..i&w=1280&h=720&bih=608&biw=1366&q=surf%20ex
cel%20ad&ved=0ahUKEwiK6-bFqPbdAhUqp4sKHeYxATQQMwh7KBIwEg&iact=mrc&uact=8
(accessed on 02 Oct 2018).

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

 20

Fig. No.11. LUX toilet soap advertisement.

Fig. No.12. Hording of LUX soap. Display in 2017, Source: Photographed by author

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

 21

Fig. No. 13. Hording of LUX soap. Display in 2018, Source: Photographed by author

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

 22

Fig. No. 14. Magazine ad of Care Beauty Soap, created by: Digital Creations on 25th July 2011, Source:
http://advertising-in-pakistan.blogspot.com/2014/04/monday-july-25-2011-care-beauty-soap.html
(accessed on 6 oct 2018).

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

 23

Fig. No. 15. Cover image of Family Magazine,October 2014 edition, Monthly Magazine, Source:
Photographed by author.

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

 24

Fig. No.16. Two Different Press ad of Dalda Cooking Oil and Banaspati Ghee, Source: The Dawn of
Advertisement in Pakistan (1947 – 2017) The Dawn Newspaper, June 2018 Lahore.

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

 25

Fig. No. 17. TV Commercial screenshot of Dalda cooking oil, on air year 2016, Source:
http://www.daldafoods.com/media-gallery/#ytplayer (accessed on 05 oct 2018).

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

 26

Fig. No. 18. TV Commercial screenshot of Dalda cooking oil, on air year 2017, Source:
http://www.daldafoods.com/media-gallery/#ytplayer (accessed on 05 oct 2018).

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

 27

Fig. No. 19. Advertisement of Dalda cooking oil, publish on 2018, Source:
http://www.daldafoods.com/media-gallery/#ytplayer (accessed on 09th oct 2018)

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

 28

Fig. No. 20. Print Advertisement of Kashmir cooking oil, publish on 2018, Source:
http://www.uil.com.pk/about/ (accessed on 09th oct 2018)

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

 29

Fig. No. 21. Last frame of Tv commercial of Molvi cooking oil, publish on 2016, Source:
http://moulvifoods.com/our-products/moulvi-cooking-oil/ (accessed on 09th oct 2018)

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

 30

Fig. No. 22. Hording display of Molvi cooking oil, publish on 2016, Source: photographed by author.

ART OF VISUAL COMMUNICATION, EVOLUTION AND ITS IMPACT

View publication stats