1 Visual Literacy and Document Design in Our Culture By Allen Brizee, PhD Loyola University Maryland

1

Visual Literacy and Document Design in Our Culture

By Allen Brizee, PhDLoyola University Maryland

2

Visual Literacy and Doc Design in Our Culture

Introduction

1. What is visual literacy/visual thinking/visual rhetoric?

2. Why learn about visual literacy/visual thinking/visual rhetoric?

3. What is document design?

4. Why learn about document design?

5. What does all of this have to do with rhetoric and composition?

3


Modified from Sandra E. Moriarty’s “A Conceptual Map of Visual Communication.” Journal of Visual Literacy 17.2 (1997): 9-24.

4

Visual Rhetoric and Doc Design in Our Culture

What is Visual Rhetoric?

• Visual cues/ images that convey meaning influencing how we think

• Visual and verbal messages working together to convey meaning

Why Learn About Visual Rhetoric/Visually Literacy?

• We use visual thinking as a major component of our cognition

• We live in a visually dominated world. We must be able to read,

dissect, and produce effective visuals

5


What is Document Design?

• Visual elements of document structure that use headings, fonts,

colors, shapes, contrast, and balance to create readable texts

Why Learn About Document Design?

• To practice analytical skills you will need in your daily life as well the

composing skills you will use after you graduate

6


“Visual thinking pervades all human activity, from the abstract and the theoretical to the down-to-earth and everyday…”

---McKim

7


Elements• colors blue for memory• shapes circles are pleasing• placement eyes move in ‘Z’• contrast circles on left & right• balance circles not opposite• focal point where do your eyes go first?

What to look for,replicate

8


What are some elements of visualrhetoric present inthis web site?

Does the MSNBCsite follow desirabledesign strategies?

Where are Powell’s eyes? In what direction are they looking? Why do you think this is?Why is this important?

9


Beginning to see apattern?

Identify some of thevisuals we havediscussed. Identifysome of the designelements we havediscussed.

Other questions toask:• audience?• purpose of site?• claims?• cultural values or ideals?• emotions invoked?

10


Questions to ask:• audience?• purpose of site?• claims?• cultural values or ideals?• emotions invoked? desire? envy? guilt?

What message do these Loyola images send?

Compare these …

11


To these …

Questions to ask:• audience?• purpose of site?• claims?• cultural values or ideals?• emotions invoked? desire? envy? guilt?

What message do these UMD images send?

12

Do you recognize these?

What do they have incommon?

What messages do theyconvey? What claim are they making?

Can you think of some of the verbal slogans that might interact with these visuals todrive home a message?

What sort of school is VT versus UVA? How might this influence the logos, the visual rhetoric, the message?


The best logos don’t say anything at all…or do they?

13


TO: Decision MakerFROM: Jane E. StudentSUBJECT: Proposal to Improve Snow Removal on the West Lafayette CampusDATE: 5 April 2005

IntroductionThe introduction states the purpose of the document, the scope of the document (what the project covers and what it does not cover), and the overall goals of the document. The introduction provides some brief background to set the context, discusses why the decision maker is getting the document, and the outlines the proposed solutions. Finally, the introduction asks the decision maker to accept the proposal, so that the group can begin in-depth work to create the final report. Data from initial research included in the introduction should be limited to journalistic sources or general information that sets the context.

Transition to the next section.

Background, Problem, Purpose, ObjectivesThis section (sometimes split into subsections or even separated into main sections) provides more detail on the background, problem, purpose, and objectives of your project. In the introduction for this section, outline what the section will cover and present your major conclusions first (Bottom Line Up Front).

Move from most important to least important information, so busy readers can scan your proposal and pick out what data they need most. You should begin with general information from journalistic sources but then move into more detailed, in-depth information from your initial research on your topic. You should not have incredibly detailed information here because at this point in the semester, your scholarly research will not have taken place. The very detailed data from scholarly and/or professional journals and/or interviews will appear in your final report at the end of the semester.

Transition to the next section.

Visual rhetoric anddocument designexist in other texts.What rhetoricalmessages is thisdocument sending?

• ethos?• pathos?• logos?• claims?• design?• cultural/genre expectations?

14


This is a powerful image drawing on Biblical messages.

What messages is this “text” sending?


15


Visual rhetoric can evenextend beyond print andelectronic media into the world around us.

What rhetorical messages do you think these campus images are sending?


16


Visual rhetoric can evenextend beyond print andelectronic media into the world around us.

What rhetorical messages are these architectures sending?


17


Visual rhetorical can be incredibly powerful.

Are these people survivors of Katrina who havefound food?

18


Or are they looters?

Who is representedin the pictures?

How are theyalike?

How are theydifferent?

19


The implications can sway the judgmentof thousands.

If the government had abandoned you and not provided sufficient food, water, or transport from a disaster, what would you do to survive, and how might you be portrayed if someone took a picture? “Survivor” or a “looter?”

20


Conclusion

1. What is visual literacy/visual thinking/visual rhetoric?

• Visual cues or images that convey meaning influencing how we think

• Visual and verbal messages working together to convey meaning

2. Why learn about visual literacy/visual thinking/visual rhetoric?

• We use visual thinking as a major component of our cognition

• We live in a visually dominated world. We must be visually literate

3. What is document design?

• Visual elements of document structure that use headings, fonts, colors,

shapes, contrast, and balance to create compelling, readable texts

4. Why learn about document design?

• To practice analytical skills you will need in your daily life as well the

composing skills you will use after you graduate

Documents

1 Visual Literacy and Document Design in Our Culture By Allen Brizee, PhD Loyola University Maryland