Visual Rhetoric forStudent Writers

Brought to you by theWriting Lab at Purdue

What is Visual Rhetoric?

Definitions and applicationsUse of images as argumentArrangement of elements on a

page Use of typographyAnalysis of existing images and

visuals

Focus of this Workshop

Text elements How type functions and choosing fonts Headline versus body text Text and the Web

Color Visuals and graphics

Clip art Illustrations and diagrams Graphs Photographs and manipulated images

Overall design

How Type Functions

“Personalities” of typeFormal and informal fontsConsequences and font choices

Consider effect of font choicePersonality and appropriateness

Font Personalities Example

Choosing Appropriate Fonts

Font choice will build or harm ethos (moral character)Context and purpose of document

is importantCultural and visual associations of

fonts should fit document

Font Choice Example 1

Font Choice Example 2

Headline Versus Body Text

How text functionsType of text dictates font choice

Emphasis and attention Information

Sustained readability

Headline & Body Text Example

Text and the Web

Differences between print and the WebAccommodating users and

browsersHTML standard fontsScreen readability

Color and Contrast

Most basic and critical choiceBlack text on white background

shows high contrast and is most common

White text on black background is not ideal

Font Contrast Example

Computer Screens and Color

Pixels and colors on screenRGB valuesColor saturation

Cultural associations of color

More Color Examples

Clip Art

Using packaged clip artAvoid the “cartoony” effectChoose clip art that truly fits the

purpose of the documentMatch design schemes

Consider creating images

Clip Art Examples

Illustrations and Diagrams

Purpose to informConveys specific informationRelates to content in documentMore than an accent

Striving for clarityAvoid clutterChoose selective pictures of realityBreak up large amounts of

information

Graphs

Choosing how to represent quantitative informationPie charts and showing parts of a

wholeBar graphs and numeric

comparisonsLine graphs and plotting changes

Photographs

Found images versus captured photographsCopyrightComposition and quality

Achieving effects with photos

Photo Examples

Overall Design

Creating paths for the eyeStriking, eye-catching elementsFinding information easily

Design as rhetorical organization

Consistency in designAvoid “kitchen-sink syndrome”Pitfalls of pre-fab templates

Stepping Back

Is your design clarifying your information? Is your design unique enough to make it

stand out? Is your design readable from its intended

distance? Have you checked for typos and errors? When designing for the Web, have you

checked your design on different computers and in different browsers?

Additional Resources

The Non-Designer’s Design Book and The Non-Designer’s Web Book, both by Robin Williams

Color Index by Jim Krause Idea Index by Jim Krause What is Graphic Design? by Quentin

Newark

For More Assistance

The Writing Lab at Purdue226 Heavilon Hall

4-3723

http://owl.english.purdue.edu