Ethos: appeal to credibility Ethos is the author’s way of establishing trust with his/her reader How do author’s establish credibility?
Pathos: appeal to emotion How is an author trying to make the audience feel?
Logos: appeal to logic Consistency and clarity of an argument What evidence does the writer provide that convinces the audience that his/her argument is logical-that it makes sense? What proof is the author offering?
Kairos: Appeal to timeliness Type of persuasion that pertains to “the right place and the right time” Does the author make claims about a situation that is happening right now? How does the author make the most of a particular moment?
Definitions and applications ◦ Use of images as argument ◦ Arrangement of elements on a page ◦ Use of typography (fonts, etc.) ◦ Analysis of existing images and visuals
We use visual thinking as a major part of our cognition (thinking process) We live in a visually dominated world, so… We must be able to read, dissect, and produce effective visuals
Creating paths for the eye ◦ Striking, eye-catching elements ◦ Finding information easily Design as rhetorical organization Consistency in design ◦ Pitfalls of pre-fab templates
Proximity Whenever you vary the amount of space between and around text elements so that related items are close to one another, you are employing the principle of proximity Contrast Contrast is the design features that sets some aspects of a page from others. Primary colors: red, yellow, and blue. Secondary colors are formed by combining primary colors. Complementary colors.
Alignment Alignment is the design feature that provides a consistency in the placement of text and graphical elements on a page.
Text elements ◦ How type functions and choosing fonts ◦ Headline versus body text ◦ Text and the Web Color ◦ Colors can be connected to certain emotions Visuals and graphics ◦ Clip art ◦ Illustrations and diagrams ◦ Graphs ◦ Photographs and manipulated images Overall design
“Personalities” of type ◦ Formal and informal fonts ◦ Consequences and font choices Consider effect of font choice Personality and appropriateness
Font choice will build or harm ethos (author’s credibility) ◦ Context and purpose of document is important ◦ Cultural and visual associations of fonts should fit document