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Designing Visual Language: Strategies for Professional Communicators (Part of the Allyn & Bacon...

ISBN: 9780205200221 | 0205200222
Edition: 2nd
Format: Paperback
Publisher: Longman
Pub. Date: 1/1/2011

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SummaryTable of Contents
Written by two highly experienced teachers in the field of document design, Designing Visual Language offers useful strategies and tools for document design of all types. A chief goal is to enable students to extend to visual design the rhetorical approach they assimilate in writing and editing courses. The text focuses on the kinds of situations and practical documents that occur in the workplace and blends this focus with a rhetorical approach that ties design to the audience, purpose, and context of messages.
Mo... MORE
Foreword by the Series Editorxv(2)
Prefacexvii
Part One INTEGRATED COMMUNICATION1(116)
1 Rhetorical Background
3(44)
... MORE3(11)
It Depends: The Importance of the Rhetorical Situation
4(1)
A Scenario for Applying Visual Rhetoric
5(2)
How Fred's Document Responds Visually to the Rhetorical Situation
7(5)
Large-Scale Responses to Audience, Purpose, and Context
12(1)
Local-Level Responses to Audience, Purpose, and Context
13(1)
Summing Up Fred's Design Decisions
13(1)
Visual/Verbal Cognates
14(8)
Arrangement
14(2)
Emphasis
16(1)
Clarity
17(2)
Conciseness
19(1)
Tone
20(1)
Ethos
20(2)
Interdependence of the Cognate Strategies
22(1)
Process Example-Mapleton Center
22(11)
Understanding the Rhetorical Situation
22(2)
Invention
24(4)
Revision
28(2)
Visual Editing
30(1)
What Can We Learn from Fred's Process?
31(2)
Conventions-What Readers Expect
33(8)
Verbal Conventions
33(1)
Visual Conventions
34(2)
Visual Discourse Communities
36(1)
Fred Noonan's Use of Conventions
37(1)
Some Basic Principles of Conventions
38(2)
Acquiring the Language of Visual Conventions
40(1)
Conclusion
41(1)
Notes
41(1)
References
42(1)
Exercises
43(4)
2 Perception and Design
47(33)
Introduction to Perception Issues
47(6)
Perception Requires Thinking
48(3)
We See Images within a Visual Field
51(2)
Gestalt Principles of Design
53(17)
Figure-Ground Contrast
53(4)
Degrading Figure-Ground with Visual Noise
57(4)
Grouping: Making the Parts Cohere
61(4)
Patterns: Creating Groups across the Document
65(2)
Using Gestalt Principles to Respond to the Rhetorical Situation
67(3)
Empirical Research as a Design Tool
70(3)
Universal Research
71(1)
Contextual Research
72(1)
Conclusion
73(1)
Notes
74(1)
References
75(1)
Exercises
76(1)
Assignments
77(3)
3 Visual Analysis
80(37)
Introduction to Visual Analysis
80(5)
The Visual Vocabulary of Professional Communication
80(5)
A Taxonomy for Visual Vocabulary
85(15)
Intra-Level Design: Linear Components
87(1)
Inter-Level Design: Fields and Nonlinear Components
88(4)
Extra-Level Design: Data Displays, Pictures, Icons, and Symbols
92(3)
Supra-Level Design: The Whole Document
95(2)
Each Document Uniquely Combines Elements from the Matrix
97(3)
Analyzing Visual Vocabulary Rhetorically
100(8)
Analysis of the Visco Manufacturing Bunk Bed Instructions
101(3)
Analysis of the TIAA-CREF Statistics Screen
104(4)
Conclusion
108(1)
Notes
108(1)
References
109(1)
Exercises
110(3)
Assignment
113(4)
Part two TEXT DESIGN117(144)
4 Linear Components
119(41)
Introduction to Linear Components
119(1)
Process Example-Linear Components
120(5)
Analyzing the Rhetorical Situation
121(1)
Invention
121(1)
Revision
122(2)
Visual Editing
124(1)
Vocabulary of Linear Components
125(12)
Textual Elements
125(7)
Spatial Elements
132(3)
Graphic Elements
135(2)
Synergy of the Coding Modes
137(1)
Applying the Cognate Strategies
137(14)
Arrangement
138(1)
Emphasis
139(3)
Clarity
142(3)
Conciseness
145(2)
Tone
147(2)
Ethos
149(2)
Interdependence of the Cognate Strategies
151(2)
Notes
153(1)
References
153(1)
Exercises
154(4)
Assignments
158(2)
5 Text Fields
160(58)
Introduction to Text Fields
160(3)
Process Example-Text Fields
163(7)
Analyzing the Rhetorical Situation
165(1)
Invention
165(2)
Revision
167(3)
Visual Editing
170(1)
Vocabulary of Text Fields
170(13)
Textual Elements
170(3)
Spatial Elements
173(4)
Graphic Elements
177(4)
Synergy of the Coding Modes
181(2)
Applying the Cognate Strategies
183(17)
Arrangement
183(3)
Emphasis
186(2)
Clarity
188(4)
Conciseness
192(4)
Tone
196(2)
Ethos
198(2)
Interdependence of the Cognate Strategies
200(4)
Megan's Tea Garden Invitation
200(2)
Genealogy Service Web Page
202(2)
Notes
204(1)
References
204(1)
Exercises
204(8)
Assignments
212(6)
6 Nonlinear Components
218(43)
Introduction to Nonlinear Components
218(2)
Process Example-Nonlinear Components
220(6)
Analyzing the Rhetorical Situation
222(1)
Invention
222(1)
Revision
223(2)
Visual Editing
225(1)
Vocabulary of Nonlinear Components
226(9)
Textual Elements
226(2)
Spatial Elements
228(3)
Graphic Elements
231(2)
Synergy of the Coding Modes
233(2)
Applying the Cognate Strategies
235(15)
Arrangement
235(2)
Emphasis
237(3)
Clarity
240(3)
Conciseness
243(3)
Tone
246(2)
Ethos
248(2)
Interdependence of the Cognate Strategies
250(3)
Notes
253(1)
References
253(1)
Exercises
254(2)
Assignments
256(5)
part three EXTRA-LEVEL DESIGN261(126)
7 Data Displays
263(50)
Introduction to Data Displays
263(2)
Process Example-Data Displays
265(7)
Analyzing the Rhetorical Situation
266(1)
Invention
266(1)
Revision
267(3)
Visual Editing
270(2)
Vocabulary of Data Displays
272(12)
Textual Elements
272(1)
Spatial Elements
273(6)
Graphic Elements
279(3)
Synergy of the Coding Modes
282(2)
Applying the Cognate Strategies
284(18)
Arrangement
285(2)
Emphasis
287(3)
Clarity
290(4)
Conciseness
294(4)
Tone
298(2)
Ethos
300(2)
Interdependence of the Cognate Strategies
302(3)
Notes
305(1)
References
305(1)
Exercises
305(4)
Assignments
309(4)
8 Pictures
313(46)
Introduction to Designing Pictures
313(2)
Process Example-Pictures
315(6)
Analyzing the Rhetorical Situation
316(1)
Invention
316(1)
Revision
317(1)
Visual Editing
318(3)
Vocabulary of Pictures
321(12)
Textual Elements
321(2)
Spatial Elements
323(4)
Graphic Elements
327(5)
Synergy of the Coding Modes
332(1)
Applying the Cognate Strategies
333(16)
Arrangement
334(2)
Emphasis
336(2)
Clarity
338(5)
Conciseness
343(2)
Tone
345(2)
Ethos
347(2)
Interdependence of the Cognate Strategies
349(1)
Notes
350(1)
References
351(1)
Exercises
351(4)
Assignments
355(4)
9 Icons, Logos, and Symbols
359(28)
Introduction to Icons, Logos, and Symbols
359(2)
Process Example-Icons, Logos, Symbols
361(4)
Analyzing the Rhetorical Situation
361(1)
Invention
362(1)
Revision
362(2)
Visual Editing
364(1)
Vocabulary of Icons, Logos, Symbols
365(6)
Textual Elements
365(1)
Spatial Elements
366(3)
Graphic Elements
369(1)
Synergy of the Coding Modes
370(1)
Applying the Cognate Strategies
371(11)
Arrangement
372(1)
Emphasis
373(2)
Clarity
375(2)
Conciseness
377(1)
Tone
378(2)
Ethos
380(2)
Interdependence of the Cognate Strategies
382(1)
Notes
383(1)
References
384(1)
Exercises
384(1)
Assignments
385(2)
part four DOCUMENT DESIGN387(50)
10 Supra-Level Elements: Designing for Usability
389(48)
Introduction to Designing for Usability
389(3)
Process Example-Supra-Level Elements
392(6)
Analyzing the Rhetorical Situation
393(1)
Invention
393(2)
Revision
395(2)
Visual Editing
397(1)
Vocabulary of Supra-Level Elements
398(12)
Textual Elements
399(2)
Spatial Elements
401(4)
Graphic Elements
405(2)
Synergy of the Coding Modes
407(3)
Applying the Cognate Strategies
410(12)
Arrangement
410(4)
Emphasis
414(2)
Clarity
416(2)
Conciseness
418(1)
Tone
419(1)
Ethos
420(2)
Interdependence of the Cognate Strategies
422(6)
Real Estate Packet
422(2)
Endogen's Web Site
424(4)
Notes
428(1)
References
428(1)
Exercises
428(4)
Assignments
432(5)
Glossary437(10)
Rhetorical Terms437(3)
Visual Vocabulary440(7)
Index447

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