Visual Rhetoric

1
Visual Rhetoric

• adapted from Saul Carliner
• presented by Sarah LaDow
• 10.23.02

2
Overview

• Visualization exercise
• Visual rhetoric
• Design vocabulary

3
Visualize a Trip to Target

• What is the first thing you see?
• How does the store look in general?
• Whats the first department that you see?
• What do the models look like?
• Based on merchandise alone, what store would you
  compare it to?

4
What conclusions can you Draw about

• Use of corporate identity in retail?
• How design fuels self-identity about social
  class?
• How design fuels body image?
• Use of design to draw attention to specific
  locations?

5
Visual Rhetoric

• What is it?
• Using visual devices to persuade a designated
  audience and in a specific context.

6
Design vocabularyLines of argument

• Logos (logical appeal)
• Pathos (emotional appeal)
• Ethos (appeal based on credibility)

7
How can visuals communicate logos, pathos, and
ethos?

• Typography
• Layout
• Color
• Corporate identity
• Visual images
• Medium

8
More design vocabulary basic elements

• Typography style and size of font
• Layout arrangement of information on a page or
  screen
• Visualization representing concepts with images
  rather text

9
Conclusion

• Visualization exercise
• Visual rhetoric
• Design vocabulary