 Ethos: appeal to credibility  Ethos is the author’s way of establishing trust with his/her reader  How do author’s establish credibility?

 Pathos: appeal to emotion  How is an author trying to make the audience feel?

 Logos: appeal to logic  Consistency and clarity of an argument  What evidence does the writer provide that convinces the audience that his/her argument is logical-that it makes sense?  What proof is the author offering?

 Kairos: Appeal to timeliness  Type of persuasion that pertains to “the right place and the right time”  Does the author make claims about a situation that is happening right now?  How does the author make the most of a particular moment?

 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

 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

 Creating paths for the eye ◦ Striking, eye-catching elements ◦ Finding information easily  Design as rhetorical organization  Consistency in design ◦ Pitfalls of pre-fab templates

 Proximity Whenever you vary the amount of space between and around text elements so that related items are close to one another, you are employing the principle of proximity  Contrast Contrast is the design features that sets some aspects of a page from others. Primary colors: red, yellow, and blue. Secondary colors are formed by combining primary colors. Complementary colors.

 Alignment Alignment is the design feature that provides a consistency in the placement of text and graphical elements on a page.

 Text elements ◦ How type functions and choosing fonts ◦ Headline versus body text ◦ Text and the Web  Color ◦ Colors can be connected to certain emotions  Visuals and graphics ◦ Clip art ◦ Illustrations and diagrams ◦ Graphs ◦ Photographs and manipulated images  Overall design

 “Personalities” of type ◦ Formal and informal fonts ◦ Consequences and font choices  Consider effect of font choice  Personality and appropriateness

 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

 How text functions ◦ Type of text dictates font choice  Emphasis and attention  Information ◦ Sustained readability

 Differences between print and the Web ◦ Accommodating users and browsers ◦ HTML standard fonts ◦ Screen readability

 Found images versus captured photographs ◦ Copyright ◦ Composition and quality  Achieving effects with photos