1. Adapted from Saul Carliner Presented by Nancy Kerns October 23, 2002
Visual Rhetoric
Adapted from Saul Carliner
Presented by Nancy Kerns
October 23, 2002

2. Overview o Visualization exercise o Visual rhetoric
o Design vocabulary

3. Visualize a Trip to Target
o What is the first thing you see?
o How does the store look in general?
o What’s the first department that you see?
o What do the models look like?
o Based on merchandise alone, what store would you compare it to?

4. What conclusions can you draw about:
o Use of corporate identity in retail?
o How design fuels self-identity about social class?
o How design fuels body image?
o Use of design to draw attention to specific locations?

5. Visual Rhetoric What is it?
It’s using visual devices to persuade a designated audience and in a specific context.

6. Design vocabulary: Lines of argument
o Logos (logical appeal)
o Pathos (emotional appeal)
o Ethos (appeal based on credibility)

7. How can visuals communicate logos, pathos, and ethos?
o Typography
o Layout
o Color
o Corporate identity
o Visual images
o Medium

8. More design vocabulary: Basic elements
o Typography: style and size of font
o Layout: arrangement of information on a page or screen
o Visualization: representing concepts with images rather text

9. Conclusion: Any Questions About…
o Visualization exercise
o Visual rhetoric
o Design vocabulary