1. Introduction to Visual Rhetoric: The Basics Romberger

2. Visual Rhetoric Definition Visual rhetoric applies the rhetorical situation to decision making about images and document layout Visual rhetoric understands that images carry meaning and can be analyzed and interpreted Visual rhetoric understands that design and images should assist the audience’s ability to read and understand

3. Rhetorical Situation Audience - those who will use the document; you must consider their previous experience with similar documents and the topic –conventions - audiences have expectations based on their previous experience Purpose - what you want the document to accomplish Context - circumstances in which your readers use your document

4. Design Strategies Arrangement Clarity Conciseness Tone Ethos

5. Arrangement Alignment Proximity Repetition Contrast

6. Alignment Items on the page are lined up with each other, both horizontally and vertically. There are three basic alignments: centered, left justified and right justified.

7. Proximity Refers to the relationships that items develop when they are close together. Implies items are related (for example, the bullets on this list appear related because they are in close proximity to each other).

8. Repetition Refers to the idea that designers should repeat certain elements to tie the disparate parts of a document together. Makes it seem like the individual pages or slides are all part of the same document or presentation.

9. Contrast Establishes a hierarchy of information Can be obtained by manipulating font (style and size), color, background designs, etc. Establishes a focal point

10. Clarity Helps the receiver decode the messages. Can be achieved through choice of readable typefaces - –Serif for body text –Sans serif for headings and graphic (display) Enhanced through spacing between characters, choice of color

11. Conciseness Refers to the visual bulk and intricacy of the design Means generating designs that are appropriately succinct within a particular situation Achieved through controlling details in images, variations in size, ornateness, and spacing of text

12. Tone Demonstrates attitude toward readers and subject Achieved through style of type and images relative to subject and audience

13. Ethos Refers to building trusting relationship between writer and reader Sense of character and credibility established through creating both credible, interesting content and design that is appealing and useful in helping the audience read and understand the document

14. Interdependence Each of these strategies is interdependent: –with each other –with the verbal content

15. Recap of Terms Arrangement –Contrast –Repetition –Alignment –Proximity Clarity Conciseness Tone Ethos

17. Web Site Examples www.apple.com www.zingermans.com

18. Sources Robin Williams’s The Non- Designer’s Design Book (Peachpit Press, 1994) Charles Kostelnick and David Roberts’s Designing Visual Language (Allyn and Bacon, 1998)