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04/19/23Designing Visual Language1
NotesNotes to Chapter One to Chapter OneEnglish 308
04/19/23Designing Visual Language2
Rhetorical SituationRhetorical Situation
AudiencePurposeContext
Text
Text
Text
TextText
Text
Text
TextText
04/19/23Designing Visual Language3
AudienceAudience
those who will use your document: who they are, what they know about the subject, their previous experience with documents like the one you’re designing; even their cultural background.
04/19/23Designing Visual Language4
PurposePurpose
what you want your document to accomplish: persuade your readers to think or act a certain way, enable them to perform a task, help them understand something, change their attitude, and so on.
04/19/23Designing Visual Language5
ContextContext
the circumstances in which readers will use your document and/or the conventions which limit what choices you have in achieving your purpose.
04/19/23Designing Visual Language6
Rhetorical StrategiesRhetorical Strategies
ArrangementEmphasis
ClarityConciseness
ToneEthos
04/19/23Designing Visual Language7
Arrangement/EmphasisArrangement/Emphasis
Arrangement—Order, the organization of visual elements (including text) to show relationships, sequences, hierarchies and so on.
Emphasis—what information stands out
04/19/23Designing Visual Language8
Clarity/ConcisenessClarity/Conciseness
Clarity—helps the reader understand the document quickly and easily (clarity covers virtually every feature of a document)
Conciseness—refers to visual bulk and intricacy (the opposite of visual concision is often called “clutter”)
04/19/23Designing Visual Language9
Tone/EthosTone/Ethos
Tone—the “attitude” towards your subject and towards your audience conveyed by the text and design
Ethos—whether the audience believes you (trusts you)
04/19/23Designing Visual Language10
Conventions:Conventions:
What Readers Expect
04/19/23Designing Visual Language11
Conventions:Conventions:
Conventions are the “rules” that govern any piece of conventional discourse. In fact, we could say that belonging to a discourse community almost entirely revolves around knowing what the conventions are, how flexible they are, and whether they apply to a small or large group.
04/19/23Designing Visual Language12
Some guidelines for using Some guidelines for using conventions are:conventions are: 1. Identify relevant conventions for any
design problem you’re trying to solve2. Realize that some conventions are more
rigid than others.3. Think of conventions in terms of your
readers, who give them meaning and significance