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Visual Rhetoric Power Point


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Source: The Purdue OWL. Purdue U Writing Lab, 2010. Web. 10 Sept. 2010.

Source: The Purdue OWL. Purdue U Writing Lab, 2010. Web. 10 Sept. 2010.

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  • 1. Visual Rhetoric forStudent Writers
    Purdue Writing Lab
  • 2. Overview
    This presentation will cover
    Definition(s) of visual rhetoric
    Why visual rhetoric is important today
    Visual rhetoric and
    Overall design
  • 3. What is Visual Rhetoric?
    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
  • 4. What is Visual Rhetoric?
  • 5. Why is Visual Rhetoric Important?
    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
  • 6. Why is Visual Rhetoric Important?
    “Visual thinking pervades all human activity,
    from the abstract and the theoretical to the
    down-to-earth and everyday…”
    Robert McKim, Experiences in Visual Thinking, 1980
  • 7. Visual Rhetoric and…
    Text elements
    How type functions and choosing fonts
    Headline versus body text
    Text and the Web
    Visuals and graphics
    Clip art
    Illustrations and diagrams
    Photographs and manipulated images
    Overall design
  • 8. How Type Functions
    “Personalities” of type
    Formal and informal fonts
    Consequences and font choices
    Consider effect of font choice
    Personality and appropriateness
  • 9. Font Personalities Example
  • 10. Choosing Appropriate Fonts
    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
  • 11. Font Choice Example 1
  • 12. Font Choice Example 2
  • 13. Headline Versus Body Text
    How text functions
    Type of text dictates font choice
    Emphasis and attention
    Sustained readability
  • 14. Headline & Body Text Example
  • 15. Text and the Web
    Differences between print and the Web
    Accommodating users and browsers
    HTML standard fonts
    Screen readability
  • 16. Color and Contrast
    Most basic and critical choice
    Black text on white background shows high contrast and is most common
    White text on black background is not ideal
  • 17. Font Contrast Example
  • 18. Computer Screens and Color
    Pixels and colors on screen
    RGB values
    Color saturation
    Cultural associations of color
  • 19. More Color Examples
  • 20. Clip Art
    Using packaged clip art
    Avoid the “cartoony” effect
    Choose clip art that truly fits the purpose of the document
    Match design schemes
    Consider creating images
  • 21. Clip Art Examples
  • 22. Illustrations and Diagrams
    Purpose to inform
    Conveys specific information
    Relates to content in document
    More than an accent
    Striving for clarity
    Avoid clutter
    Choose selective pictures of reality
    Break up large amounts of information
  • 23. Graphs
    Choosing how to represent quantitative information
    Pie charts and showing parts of a whole
    Bar graphs and numeric comparisons
    Line graphs and plotting changes
  • 24. Photographs
    Found images versus captured photographs
    Composition and quality
    Achieving effects with photos
  • 25. Photo Examples
  • 26. Overall Design
    Creating paths for the eye
    Striking, eye-catching elements
    Finding information easily
    Design as rhetorical organization
    Consistency in design
    Avoid “kitchen-sink syndrome”
    Pitfalls of pre-fab templates
  • 27. Stepping Back
    • Is your design clarifying your information?
    • 28. Is your design unique enough to make it stand out?
    • 29. Is your design readable from its intended distance?
    • 30. Have you checked for typos and errors?
    • 31. 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
    • 32. Color Index by Jim Krause
    • 33. Idea Index by Jim Krause
    • 34. What is Graphic Design? by Quentin Newark
  • For More Assistance
    The Writing Lab at Purdue
    226 Heavilon Hall
  • 35. The End