Design and Rhetoric:English 505

January 22, 2008

Rhetoric

Analytic → Analysis

Heuristic → Production

• Rhetoric, briefly defined, is the use of symbols to produce an effect; in professional writing, specifically, it is the use of audience and context awareness, concise and clear writing, persuasive images and graphics, and well-designed documents to facilitate cooperation between people within and beyond specific institutions.

DesignDesign could be viewed as an activity that translates an idea into a blueprint for something useful, whether it's a car, a building, a graphic, a service or a process.

Design is a rhetorical activity.

DesignIn the first and final analysis, design is about effecting change in people’s choices and behavior. People choose to use or enjoy a particular design. People change, modify or adapt their behavior in order to engage new features, new functionality and new experiences. In other words, they are persuaded—or they persuade themselves—that the design is worth their time, effort, money and/or resources.—The Power of Persuasion; by Michael Schrage

Design and Rhetoric:English 505

January 22, 2008

the rhetorical situation audience purpose context

design principles contrast repetition alignment proximity

document design is writing information—books, pamphlets, posters, web pages,

reports, and more—that integrate words and images in productive, appropriate ways

is bringing together words, graphics, typography—and more design features—to instruct, inform, or persuade

should help people learn and understand, use and apply something, make decisions, and get a job done

should enable people to use a document in ways that serve their interests and needs

goals of document/page design (Markel)

to make a good impression on readers

to help readers understand the structure and hierarchy of information

to help readers find the information they need

to help readers understand the information

be driven by readers’/viewers’/users’ needs

be a guide; it should enhance, entice, and lead, not distract

be deliberate—that is, elements should be selected, structured, and emphasized carefully

document design should

margins blank space paragraph spacing paragraph length line spacing line length justification type sizes and typefaces

(fonts) type features (e.g., bold,

italics, strikethrough)

letter case highlighting color graphics, images,

icons, symbols tables, charts,

diagrams columns headings headers and footers page numbers

document design includes

usable documents

usable means more than just “ease of use”

usable means thinking about how and why people use a document

usable means evaluation, assessment, and redevelopment

usable means user-centered practices and user-centered design

when document design fails

“Design for the greater good is that which is usually overlooked: airport signage, stamps, passports, the driver’s license. It’s time for our government to act publicly, fervently and adamantly in advocating the essential and necessary nature of design. Design should be valued and recognized for the power it holds.” (JP Williams)

C.R.A.P.

Jacques Carelman: “Coffeepot for Masochists”

http://www.ted.com/talks/view/id/50

8:15-12:34