Preface

Introduction to Visual Rhetoric

It Depends: The Importance of the Rhetorical Situation

A Scenario for Applying Visual Rhetoric

How Fred’s Document Responds Visually to the Rhetorical Situation

Large-Scale Responses to Audience, Purpose, and Context

Local-Level Responses to Audience, Purpose, and Context

Summing Up Fred’s Design Decisions

Visual/Verbal Cognates

Arrangement

Emphasis

Clarity

Conciseness

Tone

Ethos

Interdependence of the Cognate Strategies

Process Example–Mapleton Center

Understanding the Rhetorical Situation

Invention

Revision

Visual Editing

What Can We Learn from Fred’s Process?

Conventions–What Readers Expect

Verbal Conventions

Visual Conventions

Visual Discourse Communities

Fred Noonan’s Use of Conventions

Some Basic Principles of Conventions

Acquiring the Language of Visual Conventions

Conclusion

Notes

References

Exercises

Introduction to Perception Issues

Perception Requires Thinking

We See Images within a Visual Field

Gestalt Principles of Design

Figure—Ground Contrast

Degrading Figure—Ground with Visual Noise

Grouping: Making the Parts Cohere

Patterns: Creating Groups across the Communication

Using Gestalt Principles to Respond to the Rhetorical Situation

Empirical Research as a Design Tool

Universal Research

Contextual Research

Conclusion

Notes

References

Exercises

Assignments

Chapter 3: Visual Analysis

Introduction to Visual Analysis

The Visual Vocabulary of Professional Communication

ATaxonomy for Visual Vocabulary

Intra-Level Design: Linear Components

Inter-Level Design: Fields and Nonlinear Components

Extra-Level Design: Data Displays, Pictures, Icons, and Symbols

Supra-Level Design: The Whole Communication

Each Communication Uniquely Combines Elements from the Matrix

Analyzing Visual Vocabulary Rhetorically

Analysis of the Visco Manufacturing Bunk Bed Instructions

Conclusion

Notes

References

Exercises

Assignment

Introduction to Linear Components

Process Example–Linear Components

Analyzing the Rhetorical Situation

Invention

Revision

Visual Editing

Vocabulary of Linear Components

Textual Elements

Spatial Elements

Graphic Elements

Synergy of the Coding Modes

Applying the Cognate Strategies

Arrangement

Emphasis

Clarity

Conciseness

Tone

Ethos

Interdependence of the Cognate Strategies

Notes

References

Exercises

Assignments

Introduction to Text Fields

Process Example–Text Fields

Analyzing the Rhetorical Situation

Invention

Revision

Visual Editing

Vocabulary of Text Fields

Textual Elements

Spatial Elements

Graphic Elements

Synergy of the Coding Modes

Applying the Cognate Strategies

Arrangement

Emphasis

Clarity

Conciseness

Tone

Ethos

Interdependence of the Cognate Strategies

Genealogy Service Web Page

Notes

References

Exercises

Assignments

Chapter 6: Nonlinear Components

Introduction to Nonlinear Components

Process Example–Nonlinear Components

Analyzing the Rhetorical Situation

Invention

Revision

Visual Editing

Vocabulary of Nonlinear Components

Textual Elements

Spatial Elements

Graphic Elements

Synergy of the Coding Modes

Applying the Cognate Strategies

Arrangement

Emphasis

Clarity

Conciseness

Tone

Ethos

Interdependence of the Cognate Strategies

Notes

References

Exercises

Assignments

Introduction to Data Displays

Process Example–Data Displays

Analyzing the Rhetorical Situation

Invention

Revision

Visual Editing

Vocabulary of Data Displays

Textual Elements

Spatial Elements

Graphic Elements

Synergy of the Coding Modes

Applying the Cognate Strategies

Arrangement

Emphasis

Clarity

Conciseness

Tone

Ethos

Interdependence of the Cognate Strategies

Notes

References

Exercises

Assignments

Introduction to Designing Pictures

Process Example–Pictures

Analyzing the Rhetorical Situation

Invention

Revision

Visual Editing

Vocabulary of Pictures

Textual Elements

Spatial Elements

Graphic Elements

Synergy of the Coding Modes

Applying the Cognate Strategies

Arrangement

Emphasis

Clarity

Conciseness

Tone

Ethos

Interdependence of the Cognate Strategies

Notes

References

Exercises

Assignments

Introduction to Supra-Level Elements

Process Example–Supra-Level Elements

Analyzing the Rhetorical Situation

Invention

Revision

Visual Editing

Vocabulary of Supra-Level Elements

Textual Elements

Spatial Elements

Graphic Elements

Synergy of the Coding Modes

Applying the Cognate Strategies

Arrangement

Emphasis ur

Clarity

Conciseness

Tone

Ethos

Interdependence of the Cognate Strategies

Real Estate Packet

National Park Service Web Site

Notes

References

Exercises

Assignments

Glossary

Rhetorical Terms

Visual Vocabulary

Credits

Index

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