2. Basic Principles of Visual Rhetoric
• Visual arguments aren’t linear
• Colors, balance, and layout create a natural flow to the visual argument.
• Not every member of your audience will perceive the same exact message in the
same order
• Visual arguments have a greater degree of semiotic communication
• Images, colors, and shapes have specific social meanings and contexts
• These are the social elements that you can analyze in visual rhetoric (Chapter 4 of
Becoming Rhetorical)
3. Semiotic
Communication
Consider the social elements of
this awareness poster for diabetes.
How does it utilize the socially
recognizable image of a Snickers
bar to raise awareness for diabetes?
Why is this effective?
4. Creating a Visual Argument
Before you begin designing your argument, consider these 5
questions:
1. What design will fit the theme/content of your message
2. How can you communicate your message most effectively?
3. What will catch your reader’s eye?
4. What will be aesthetically pleasing?
5. What will be easiest to follow/understand?
6. Focus on a single,
simple message.
Visual communication happens too
fast to have multiple messages and
purposes in one composition or
design. The shorter your message is
and the more relatable you make your
purpose, the more effective your
design will be.
In this image (right) both the visual and
written argument send the same
message.
7. Use natural, clear
language
Use simple, declarative sentences
and common key words and
phrases. Colloquialisms help to
enhance viewer connection and
make the message more easily
remembered.
This poster’s inclusion of word play
and subtle rhyme are utilized to
create an effect similar to an ear
worm (very catchy song/jingle).
8. Remember the
framing (context)
of where it will be.
Always consider what your audience will
be doing when they come in contact with
your design. Street posters/billboards,
should have large, bold print and short
written messages to enhance readability.
Ads posted in gathering places can afford
more text in their message.
Notice how this poster emphasizes the
main message to attract audience
attention, then more information is
available for those who are already
captured by the overall design/message.
9. Use points-first
structure and
size/style to enhance
readability.
Keep the most important key
words/information at the
beginning of the sentence.
Manipulate font size and word
placement to create a natural
flow to the entire message and
to emphasize main points.
10. (BAD) Use of font
sizes/styles to emphasize
specific words in the message.
Notice how the message is
completely skewed because the
emphasized words in the
message do not create a logical
flow for the viewer to follow.
12. Don’t
underestimate the
power of words
Sometimes simple words can create a
more impactful message than image-
heavy posters.
Why do you think this designer chose to
use only words for this design?
Consider how impactful it might be to
read this shocking statistic (logos) to
show the reality of an issue, instead of
relying on a more subjective image
(pathos) to communicate this message.
13. Think about your
purpose and
message.
Always consider: which design will
communicate this message most
effectively?
• Images should support your main
message
• Images should have a distinct purpose
• Images are an excellent medium for
communicating pathos
• What effect do you want the poster to have?
(fear, humor, sympathy, shock)
14. How does this Campaign Awareness poster effectively communicate a
message using only a single (computer manipulated) image?
16. The Golden Rule:
Never underestimate the power of
understatement!
Generally, a “less is more” tactic is
most effective when it comes to
visual rhetoric. The more images,
colors, fonts, etc. you choose in
your design, the harder it will be to
communicate a clear, simple, and
cohesive message.
17. Use of Fonts
1. Only use one ‘fancy’ font
2. Pay attention to the use of serifand
sans serif
3. Use no more than 3 typography styles
(this includes use of bold/italics)
4. Use only 1 bright color (if any)
5. Don’t use patterned words (Word Art is
a bit outdated)
6. Only choose one type of effect (i.e.
outlining, shadow, etc.)
7. Font style should correlate with your
overall theme/message
Noticehowthisposterusesfontsthat
correlatewiththeoverallvisualthemeofthe
design.Itcreatesunityandcohesion
(aesthetics)withinyourentiredesign.
18. Layout
1. Adhere to the rule of thirds (right)
when designing your poster. It lends
an organic, aesthetically pleasing
balance to the composition.
2. Create a natural flow for your viewer
to accurately and easily receive your
message.
3. Highlight and emphasize (with font
size/typography and picture focus)
main takeaways.
19. Use of Color
1. Color scheme should correlate
with/accent the theme and message
of your social awareness campaign
2. Understate color choices, especially
with font choice.
3. If your picture is colorful, use only
one of those bright colors
elsewhere.
4. Accent/complement with neutrals
and different shades of the same
color.
Note how the color scheme of the entire brochure
complements the theme of the message.
