Introduction given at Södertörns högskola on the 9 May on visual communication. Presented by Shaun West, written by Petra Müller.

1. Visual'Codes'

2. Visual'Codes'
• Expression*
• Rhetorics*
• Semio1cs*
• Rhetorics*and*Semio1cs*
• Visualiza1on*

3. Typografie © Prof.
Dipl.-Des. MfA Petra
Müller
3

5. The*form*of*a*message*can*affect*
its*interpreta1on.*There*is*an*
infiltra1on*of*content*by*form.*
(Hanno*Ehse)*

6. Expression'
1.*one*
2.*one*to*one*person*
3.*one*to*a*group*of*people*(3F15)**
4.*one*to*many*people*(up*to*hundred)*
5.*one*to*the*unknown*
6.*one*to*one*with*less*senses*available*(blind,*deaf...)*
*
*
Comunica3on'always'uses'a'language:'verbal,'ges3cal,'visual,'...'sensual'

7. Rhetoric'
Aristotle:**
„Faculty*of*observing*in*any*given*case*the*available*means*of*persuasion.“*
*
• All*people*have*a*share*in*rhetoric*because*they*all'a@empt'to'persuade'
one*another*of*various*ideas*and*beliefs.**
*
• For*rhetoric,*language*is*never*simply*a*form*of*expression:**
it*is*a*func3onal'tool'that*is*manipulated*to*achieve*desired*ends.**
*
• Rhetoric*has*been*concerned*with*imagina1on,*with*formFgiving,*and*with*
the*appropriate*use*of*language*to*facilitate'human'affairs.**
Design*Papers*5,*Hanno*Ehses,*Ellen*Lupton,*Halifax,*Nova*Sco1a,*Canada*

8. Rhetoric'
Design*as*rhetoric*—*Basic*principles*for*design*research;*Gesche*Joost,*Arne*Scheuermann***

9. Rhetoric'
Design*as*rhetoric*—*Basic*principles*for*design*research;*Gesche*Joost,*Arne*Scheuermann***
The*argument*for*the*subject*(inven1o)*is*organised*in*the*speech*(disposi1o)**
and*the*speech*is*wri@en*(elocu1o).*The*speech*is*remembered*(memoria)*
and*will*be*delivered*(ac1o).*
*
Five'phases:'Basic*workflow*to*shape*expression*...**

10. Rhetoric'–'Five'Phases'towards'Design'Process'
The'rhetorical'process ' ' ' ''
Inven3on'
The*discovery*of*plausible*arguments*and**
suppor1ng*material*relevant*to*the*situa1on.**
Disposi3on'
The*arrangement*of*arguments.*This*phase**
was*also*called*disegno*during*the*Renaissance.**
Elocu3on'
The*fi_ng*of*proper*language*to*the*argument,*including*use**
of*rhetorical*figures,*in*considera1on*of*the*following*criteria:**
Appropriateness*(Aptum),**
Correctness*(Puritas),*
Comprehensibility*(Perspecuitas),**
Deliberate5Adornment5(Ornatus)*
Memory'
Firm*grasp*and*understanding*of*the**
material*to*be*presented.**
Delivery'
The*control*of*the*voice*and*body*in**
the*actual*presenta1on*of*arguments.**
*
Design*Papers*5,*Hanno*Ehses,*Ellen*Lupton,*Halifax,*Nova*Sco1a,*Canada*

11. Rhetoric'–'Five'Phases'towards'Design'Process'
The'rhetorical'process ' ' ' ''
Inven3on'
The*discovery*of*plausible*arguments*and**
suppor1ng*material*relevant*to*the*situa1on.**
Disposi3on'
The*arrangement*of*arguments.*This*phase**
was*also*called*disegno*during*the*Renaissance.**
Elocu3on'
The*fi_ng*of*proper*language*to*the*argument,*including*use**
of*rhetorical*figures,*in*considera1on*of*the*following*criteria:**
Appropriateness*(Aptum),**
Correctness*(Puritas),*
Comprehensibility*(Perspecuitas),**
Deliberate5Adornment5(Ornatus)*
Memory'
Firm*grasp*and*understanding*of*the**
material*to*be*presented.**
Delivery'
The*control*of*the*voice*and*body*in**
the*actual*presenta1on*of*arguments.**
*
The'design'process ' ' ' ''
''
Research,*development*of*a*concept.**
*
Organiza1on,*layout,*planning*
*
*
*
Stylis1c*choices,*visualiza1on*of*the*concept*
*
*
Skill,*decisiveness*of*presenta1on*
*
Execu1on*and*choice*of*media*
*
Design*Papers*5,*Hanno*Ehses,*Ellen*Lupton,*Halifax,*Nova*Sco1a,*Canada*

12. Rhetoric'
In'a'nutshell:''
*
1. Rhetoric*is*a*method*which*helps*to*express*a*certain*argument*
in*the*most*appropriate,*correct,*comprehensive*and*
deliberately*decora1ve*way*to*achieve*persua1on.**
2. The*approach*given*in*rhetoric*is*always*prac3cal*and*a*tool*for*
describing*statements*as*well*as*for*crea1ng*new*ones.**
3. It*is*not*a*fixed*recipe,*but*an*open*descrip1on*of*the*paberns*
and*processes*of*communica3on.**

13. Rhetoric'–'Five'Phases'towards'Design'Process'
The'rhetorical'process ' ' ' ''
Inven3on'
The*discovery*of*plausible*arguments*and**
suppor1ng*material*relevant*to*the*situa1on.**
Disposi3on'
The*arrangement*of*arguments.*This*phase**
was*also*called*disegno*during*the*Renaissance.**
Elocu3on'
The*fi_ng*of*proper*language*to*the*argument,*including*use**
of*rhetorical*figures,*in*considera1on*of*the*following*criteria:**
Appropriateness*(Aptum),**
Correctness*(Puritas),*
Comprehensibility*(Perspecuitas),**
Deliberate5Adornment5(Ornatus)*
Memory'
Firm*grasp*and*understanding*of*the**
material*to*be*presented.**
Delivery'
The*control*of*the*voice*and*body*in**
the*actual*presenta1on*of*arguments.**
*
The'design'process ' ' ' ''
''
Research,*development*of*a*concept.**
*
Organiza1on,*layout,*planning*
*
*
*
Stylis1c*choices,*visualiza1on*of*the*concept*
*
*
Skill,*decisiveness*of*presenta1on*
*
Execu1on*and*choice*of*media*
*
Design*Papers*5,*Hanno*Ehses,*Ellen*Lupton,*Halifax,*Nova*Sco1a,*Canada*

14. Rhetoric'–'Modes'of'Appeal'
Ra3onal'appeal'
F Appeal*to*reason*
F Aims*to*instruct*
F Signs*of*intellectual*authority*
F Sta1s1cs,*hard*edges,*
scien1fic*drawings,*quota1ons*
F Promote*something*
Ethical'appeal'
F Appeal*to*ethics*
F Aims*to*delight*
F Finer*emo1on*of*sensibility*
F Philosophical*belief*
F Aesthe1c*quali1es*of*a*design*
F Tradi1onal*values**
F Moral*and*aesthe1c**
tendencies*of*an*audience*
*
*
Emo3onal'appeal'
F Appeal*to*emo1on*
F Aims*to*move*
F Provokes*the*nonFra1onal*
F More*or*less*predictable*
responses*from*the*audience*
F Deeply*personal*
F Shared*with*a*community*
Link:'*
Modes*of*appeal*are*used*in*marke1ng*to*provide*products*and*services**
a*dis1nct*appeal*(Sinus*groups,*ZMET,*Limbic*map,*EuroFSocioFStyles).*

15. Rhetoric'–'Modes'of'Appeal'
John*Knox,*Reformer,*Scobland,*1560* Christ5Preaching,5Rembrandt*Harmensz.*van*Rijn,*1652*
Ra3onal'appeal'
to*inform*...*
Emo3onal'appeal'
to*move...*
Mar9n5Luther5King5Jr.,51965*
Ethical'appeal'
to*delight...*
Design*Papers*5,*Hanno*Ehses,*Ellen*Lupton,*Halifax,*Nova*Sco1a,*Canada*

16. Rhetoric'–'Modes'of'Appeal'

17. Rhetoric'–'Modes'of'Appeal'
Modes'of'appeal' ' ' 'Their'stylis3c'connota3ons'
*
Ethos*(Ethical*appeal)* * *morally*appropriate,*beau1ful,*ornate,*likeable*
Aims*to*delight.**
*
Pathos*(Emo1onal*appeal)* *passionate,*vehement,*discordant*
Aims*to*move.**
*
Logos*(Ra1onal*appeal) * *factual,*plain,*logical*
Aims*to*inform.*
Design*Papers*5,*Hanno*Ehses,*Ellen*Lupton,*Halifax,*Nova*Sco1a,*Canada*

18. Rhetoric'–'Deriva3on'of'Appeal'in'Products'
Ra3onal'appeal'
F Addresses*controlled,*logical*thinking*
F Informa1on*can*have*stylis1c*cues,*
such*as*hard*edges,*lines,*data,*...*
F A_tude*towards*technology*
Ethical'appeal'
F Aesthe1c*quali1es*of*a*design*
F Moral,*aesthe1c*values*
F Invokes*trust*and*respect*
F Asking*one*to*iden1fy*with*it*
Emo3onal'appeal'
F Provokes*passionate*response*
F Becomes*a*symbol*for*
glamorous*future*(sensual,*
poli1cal,*spiritual)*
Design*Papers*5,*Hanno*Ehses,*Ellen*Lupton,*Halifax,*Nova*Sco1a,*Canada*

19. Rhetoric*vs.*Semio1cs*
*
Rhetoric*plus*Semio1cs*
*
*

20. Semio3cs'
Semio1cs*is*the*science*of*signs.*Semio1cs*has*an*allFembracing*character,*as*
it*is*the*basis*for*plenty*fields*of*applica1on.*Fields*of*applica1on*can*be*
language,*architecture,*fasion,*visual*imagery*and*more*–*in*applica1on*it*is*
called*seman1cs.**
*
It*is*a*general*theory*of*signs*and*talks*about*the**
interface*between*visual*and*verbal*discourse.*
*
One'main'principal:''
A*sign*is*not*an*autonomous*en1ty.**
It*only*exists*in*rela1on*to*other*signs*(systems).**
*
Material*part*of*sign:*form5of5expression5
Its*meaning*is*called:*form5of5content5

21. Semio3cs'
Expression:545°5rotated5square,5white5bordered5yellow5center,5outline5
Content:5rigth5of5way5
Expression:5given5illustra9on5of5the5hand5
Content:5this5way5
Expression:5these5gestures5
Content:5A,5B,5C,5D5

22. Semio3c'by'Pierce'and'Classifica3on'by'Eco'
Signifikat'
Interpreter'
Designatum*
Konnota1on*
Referent'
Object'
Denotatum*
Extension*
Signifikant'
Sign'
Symbol*
Expression*
In*reference*to*Umberto*Eco*and*Charles*Sanders*Pierce*
Semiosis'

23. Semio3c'by'Pierce'and'Classifica3on'by'Eco'
Signifikat'
Interpreter*
Designatum*
Konnota1on*
Referent'
Object*
Denotatum*
Extension*
Signifikant'
Sign*
Symbol*
Expression*
In*reference*to*Umberto*Eco*and*Charles*Sanders*Pierce*
Semiosis'
„Tomato“*
„Tomate“*
„Pomodoro“*...*

24. Semio3c'–'Terminology''
Index'
(something*used*to**
code*something*else;*e.g.*
metaphor,*metonomy)*
Icon'
(codes*by*imita1on*or*
illustra1on*of*something;**
e.g.*allegory)*
Symbol''
(works*as*code*within*a*
system,*elements*are*
abstract;*e.g.*simile,*allu1on)*

25. Rhetoric'and'Semio3c''
Expression:5black52Odimensional5shape5of5an5open5facing5hand5
Intended5Content:5no5entry5
5
5
5
Possible5interpreta9on51:5Please5Wait555Minutes5
5
5
5
Possible5interpreta9on52:5Hello5
5
1. All*words*are*abstract!*
2. Hand*is*the*term*to*describe*a*part*of*the*body.*
3. Hand*as*a*sign*needs*to*be*placed*into*context.*
5

26. Rhetoric'and'Semio3c'–'Just'Some'Rhetorical'Figures'
Archaism *Use*of*an*older*form*
Simile *An*explicit*comparison*between*two*things*
Paradox *A*statement*that*appears*at*first*glance*unbelievable*but*may*be*found*to*be*true'*
Amplifica3on *Arrangement*in*an*order*of*ascending'power'*
Irony *Literal*meaning*of*the*opposite*intended'*
Synchysis *unnecessary*clustering*of*synonymous*words*
Pleonasm *Use*of*redundant*words*
Periphrasis *Communica1ng*in*a*round'about'way'
Hyperbole *Exaggera3on*for*emphasis*or*for*rhetorical*effect*
Allitera3on *Repe33on*of*same*sound*in*words*close*together'*
Pun *Humorous*use*of*a*word*to*emphasize'different'meanings'
Paraleipsis *Omission*for*rhetorical*effect*
Metaphor 'Implied*comparison*
An3thesis *The*juxtaposi3on*of*contras1ng*ideas*
Irony *The*expression*of*something*which*is*contrary'to'the'intended'message'
Synecdoche *Understanding*one*thing*with*another,*replacing*the*word*with*another*with*close'meaning'
Metonymy *Subs3tu3on*of*one*word*for*another*which*it*suggests*
Tautology *Repe33on*of*an*idea*in*a*different*form*
Personifica3on *Abribu1ng*a*personality*to*an*impersonal'thing'

27. Rhetoric'and'Semio3c'–'Some'Rhetorical'Figures'as'Visuals'Using'the'Hand'
Amplifica1on*
Pun*
Metonymy*
An1thesis*
Don’t*bite*the*hand*that*feeds*you.*
Metaphor*
My*hands*are*1ed.**
Hyperbole*
A*handful*of*students.*
Metonymy*
Design*Papers*5,*Hanno*Ehses,*Ellen*Lupton,*Halifax,*Nova*Sco1a,*Canada*

28. Rhetorical'Opera3ons'

29. Rhetorical'Opera3ons'

30. Rhetoric'and'Semio3c'–'Rhetorical'Opera3ons'
In*rhetorical*opera1ons*we*use*addi3on,*suppression,*subs3tu3on*
and*exchange.*How*rhetorical*figures*are*operated*is*defined*by*two*
approaches:*schemes*and*tropes.**
*
Schemes:*alter*the*normal*oder*of*elements*in*an*expression.**
Tropes:*alter*the*normal*reference*of*the*elements.**
*
Tropes*more*commonly*occur*in*picures,*therefore*this*approach*
may*help*us*towards*understanding*the*process*of*visualiza1on.**

31. Comunica1on*always*uses*a*language:*verbal,*ges1cal,*visual,*...*sensual.*
*
The*rehtorical*phases*can*be*transfered*towards*the*design*process.**
(Research,'planning,'visualiza3on,'presenta3on,'media)*
*
Rhetoric*is*prac1cal*and*an*open*descrip1on*of*the*processes'of'communica3on.**
*
Ethos,*Pathos*and*Logos*can*be*applied*as*stylis1c*connota1ons.**
*
Main*principal*of*semio1cs*is,*that*a*sign*only*exists'in'rela3on'to'others'(systems).**
*
Differen1ate*the*material*form5of5expression5from*its*meaning*form5of5content.5
5
Rhetoric'figures'(tropes*and*opera1ons)*help*us*to*conciously*visualize*a*topic.*
Conclusion'

32. Visualiza3on'of'Informa3on'
Ikonogramm*und*Piktogramm*
Kartogramm*und*Diagramm*
Ideogramm*und*Logogramm*
Typogramm*und*Phonogramm*
Folie*32,*Mai*9,*2016*

33. Ikonogramm'und'Piktogramm'
Folie*33,*Mai*9,*2016*
Iconogram*is*an*image.*An*iconic*
sign,*which*highlights*the*iden1ty*of*
sign*and*object.**
Pictogram*is*a*picture,*similar*as*in*
Isotype.*An*iconic*sign,*which*highlights*
the*general*aspects*of*the*object.*

34. Kartogramm'und'Diagramm'
Folie*34,*Mai*9,*2016*
Cartogram*is*a*topographic**
representa1on*including*func1onal*
elements*such*as*sta1s1c*data.*
Diagram*is*a*func1onal*
representa1on,*which*visualizes*facts,*
sta1s1cs,*processes*and*rela1onships*
between*objects.**

35. Types'of'Diagrams'
Tables'and'Time'Series'(1F2*Scales)*
*
Sta3s3c'Diagrams'(2F3*Scales)*
Curve*Chart,*Polar*Chart,*Pie*Chart,**
Bar*Chart,*Area*Diagram,*Volume*Diagram,*
Frequency*Scale,*Profile*Diagram*
*
Reference'Diagrams'
Map,*Cartogram,*Organiza1onal*Chart*
(Connec1on*Diagram,*Corporate*Structure),**
NetF/Stereogram*
*
Illustra3ve'Diagrams'
Func1onal*Diagrams**
(Exploded*View,*Flow*Chart)*
*
Graphische*Semiologie.*Diagramme,*Netze,*Karten.*Jacques*Ber1n.*Berlin,*de*Gruyter*

36. Bar'Chart'
Folie*36,*Mai*9,*2016*

37. Bar'Chart'
Folie*37,*Mai*9,*2016*

42. Cartogram'
Folie*42,*Mai*9,*2016*

43. Cartogram'–'Charles'Joseph'Minard'(1781Z1870)'
Folie*43,*Mai*9,*2016*

44. Folie*44,*Mai*9,*2016*
Cartogram'–'Charles'Joseph'Minard'(1781Z1870)'

46. Mai 9, 2016
Informationen Gestalten 46

47. Illustra3ve'Diagram'
Folie*47,*Mai*9,*2016*

48. Illustra3ve'Diagram'
Folie*48,*Mai*9,*2016*

49. Illustra3ve'Diagram'
Folie*49,*Mai*9,*2016*

50. Pictogram'–'ISOZTYPE'
Folie*50,*Mai*9,*2016*
1936*ISOFTYPE*by*Obo*Neurath*and*Gerd*Arntz*
(Interna1onal*System*of*Typographic*Picture*Educa1on)*

51. Pictogram'–'ISOZTYPE'
Folie*51,*Mai*9,*2016*

52. Pictogram'–'ISOZTYPE'
Folie*52,*Mai*9,*2016*

53. Pictogram'–'Pippo'Lionni'
Folie*53,*Mai*9,*2016*

56. Informa3on'Design'–'The'Power'of'Visualiza3on'in'Other'Professions'
• Today*we*read*and*understand*via*mental*models.**
• The*use*of*visual*elements*to*channel*thinking*and*to*challenge*conclusions.**
• These*elements*get*coded*as*they*are*used*in*a*certain*environment.**
• Areas*create*a*virtual*room*for*thinking.**
• Connec1ng*these*areas*creates*a*process*and*logic.**
• Indica1on*of*scale*to*visualize*the*process.*
• We*need*to*simplify*and*use*visual*elements*to*connect*them*to*complex*data.**
• Illustra1ons*help*to*create*iden1fica1on.*

57. Crea3ng'Quality'of'Informa3on'–'Value'...'