By August and Brittany Brittany August Composing Visual Documents.

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Presentation transcript:

By August and Brittany Brittany August Composing Visual Documents

Is the following advertisement effective? If so, why?

Visual Documents Today

Agenda Provide the class with the tools/skills necessary to interpret and compose visual documents. We will accomplish this by examining: What makes a visual documents? Why do we use visual documents? How are visual documents effective? Summary

What are visual documents? ‘Visual documents combine are documents that combine visual elements, such as images or graphics, with verbal text to express meaning or deliver a message to an intended audience.’

The Rhetorical Situation Different rhetorical strategies Relationship between purpose and audience Interpretation and composition

Designing Visual Documents Four basic principles: Alignment Proximity Contrast Repetition

Designing Visual Documents Alignment Invisible Grid Proximity White Space

Designing Visual Documents Contrast Size Color Font Repetition Unity Coherence Consistency

Combining Visual and Verbal Supplement and reinforce Clarify Effective integration “link them purposefully” Proximity Captions and labels

Common Genres Posters and flyers Mass distribution Capture attention The “backward S”

Common Genres Brochures and Newsletters Specialized audience = more information Headings and subheadings Repetition Other tools: Pull Quotes Sidebars

Outro: some thoughts Relevance in today’s world (i.e., the Internet) Competing interests all vying for your time More effective visual documents enjoy the advantage What is a good metric of “success” or “effectiveness”? Being seen? Communicating a point? Altering behavior? Dangers Diluting the message/distracting “readers” Appeals to emotion (most advertisements), etc., especially problematic when dealing with complex or controversial issues

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Citations Images align- no.gif&imgrefurl= =__- 0g5JuIWULUTXu0_trj77cmcrRY=&h=400&w=400&sz=23&hl=en&start=19&sig2=iT ksoIp4P1KJpaHg1yno3Q&um=1&tbnid=k0Tkvvw6KvqgOM:&tbnh=124&tbnw=124& prev=/images%3Fq%3Dalignment%26hl%3Den%26safe%3Doff%26client%3Dsafari% 26rls%3Den%26sa%3DG%26um%3D1&ei=ZlrVSoD7PIrBlAfe6eycCQ