DtT Ch 7 and 8

Ch. 7 Significance

• This chapter is about making members of your online community feel like they should participate. This is important because people are more likely to join, participate and remain members of communities they view as significant.

The Paradox of Exclusivity

• the community has to make people feel like they are part of the group, but also that they are important within the group
• communities should have a way to for members to participate in order to gain a feeling of exclusivity
• Example: mybarockobama.com only released messages to members of his community, instead of the general public to create this feeling of exclusivity

Acquiring "Social Capital" and Significance

• Example: facebook was at first only for particular colleges' students. This created a desire to be in the group, so when it finally opened to the public it remained successful, unlike other sites that were always open to everyone
• "social capital" is similar to the feeling of exclusivity, but better explains why people want closed communities...they want to have the inside information...it makes the community significant

Quality vs Quantity

• name recognition doesn't equal significance, so it doesn't matter how many people have heard of your community if they don't feel significant
• the quality of relationships with members and potential members of a community is more important
• people have to feel like they are earning social capital by talking to you, making conversation essential to building significance

Using Nodes and Connectors to Start the Conversation

1. connectors: people who seem to know everybody
2. mavens: people that collect information and enjoy distributing it
3. salesmen: people that persuade people to act on the information the mavens distribute

• together, these individuals allow for a few number of links needed in communication in communities

Techniques

• The following techniques are ways that help members of a social network develop a sense of significance in the community

1. provide a story that shares a vision
2. list members' accomplishments
3. participate in influential communities to create trails back to yours
4. build your social network or community in a custom space
5. make connections with other leaders in social media
6. celebrate celebrities
7. create a contest, game or video
8. mobilize your existing members

Chapter 8 Technology Changes Rapidly; Humans Don't

• social networks have the potential to effect economic, political and social changes past what the designers initially want
• The following four areas are likely to be social networking challenges in the future:

1. copyrights and intellectual property
2. disciplinary control vs. individual creativity
3. visual, technological, and new media literacies
4. decision-making contexts for future markets

The Power of Social Media to Effect Change

• Twitter was used for protests, hashtags
• RIBS can be used for designing online communities, as well as to analyze and interpret conversations within the communities

DtT ch 5 and 6

Influence

• This chapter is about designing influence and allowing members to feel a sense of control in the online community. There needs to be a balance between structural boundaries and individual responsibility.

What is influence? It exists in a community when its members believe that they can control or shape the policies, procedures, topics and standards of evidence used to persuade others in an online community or social network.

Why is influence important? Everyone needs to have a feeling of control in order to feel safe and comfortable.

When designing an online community you must:

• understand the influence needs of members
• find a balance between keeping members on task and staying inside reasonable boundaries
• give them the ability to play with the space within those boundaries

Play: the boundaries that members of the community should not go beyond, as well as, the sense of creative freedom and joy.

Types of Members and Need for Influence

There are three classification systems:

1. Li and Bernoff's social technographics ladder

• Creators: create the primary content for a community or network. They must know they are being read and have some impact.
• Critics: comment on the entry creators post. They need feedback that helps them determine how values in the community are lining up.
• Collectors: add value to social networks by sorting content created by creators and critics into ordered and ranked categories. They need to have questions sent to them asking if they have archived information that will benefit the community, and that their collecting behaviors are valued by the community.
• Joiners: have influence by virtue of their profiles that they fill out and complete. They need to see that people view their profiles.
• Spectators: consume what the rest produce. They need to see that creators and critics appreciate the time they invest in reading their posts and blogs.
• Inactives: spend no energy on behalf of the social network and don't participate. They need what the others need, yet the needs aren't met.

2. Kim's membership life cycle model

• Visitors: people without persistent identity in the community
• Novices: new members who need to learn the ropes and be introduced into community life
• Regulars: established members that are comfortably participating in community life
• Leaders: volunteers, contractors and staff that keep the community running
• Elders: long time regulars and leaders who share their knowledge and pass along the culture

3. Wenger's five learning trajectories

• Peripheral trajectories: provide a kind of access to a community and its practice that becomes significant enough to one's identity, but doesn't lead to full participation
• Inbound trajectories: newcomers' identities are invested in their future participation, even though at present their participation may be peripheral
• Insider trajectories: the formation of an identity does not end with full membership because of changes to the community causing continuous renegotiating one's identity
• Boundary trajectories: find their value in spanning boundaries and linking communities of practice. Although challenging, they sustain their identity across boundaries
• Outbound trajectories: these lead out of the community. This demonstrates how a form of participation enables what comes next.

* Trajectories describe the individual's position relative to the community over time. A trajectory maps their temporal relationship to the community's boundaries.

Techniques

These are ways you can ensure that your social network or community meets the influence needs of different members of our group.

1. Set up an advisory council
2. Respond to every concern without administrivia
3. Show the number of times a message has been viewed
4. Have a report a problem on every page of the site
5. Include in your application why they want to join
6. Have exit surveys
7. Run periodic surveys
8. Allow avatars
9. Require profiles
10. Create a visitor's center
11. Put novices with novices
12. Give Elders opportunities
13. Demand respect
14. Publish and enforce safety policies

Belonging

• a sense of one's social presence in a community, and a feeling or awareness of the shared bonds a member has with others in the group
• Belonging is created in a community through shared mythologies, stories of origin, symbols and cultural codes

Initiation Rituals: allow for members of a group to have shared experiences in which they relate to one another

Stories of Origin: help bring members together and show the values of the community

Leveling up Rituals

Initiation rituals allow new members to become apart of a community, but also can allow for levels within membership of a community.

• The upside of these rituals for levels is the celebration and recognition that comes with it, allowing for the opportunity to build community.
• The downside of these rituals is that it can create jealousy between members, and members feel distanced from the community.

Mythologies: shared histories that express values of the community. These are useful to illustrate values and to show desired behavior within the community.

Symbols and Codes: a sense of belonging can also be accomplished through visual and audio elements in design.

• corporate branding

Protocols, Routines, and Schemas: ritualized behaviors that members of a community use to identify and greet other members, and to understand correct behavior to use in different social situations

Techniques

The following techniques are useful in creating a feeling of belonging for online communities:

1. Create and distribute a story of origin
2. Create an initiation ritual
3. Encourage your leaders and elders to share mythologies
4. Encourage members to share myths and stories about themselves
5. Create leveling up ceremonies
6. Establish routines and protocols
7. Establish symbols, colors and visual identities
8. Use a membership application as an initiation ritual

DtT Ch 3 and 4

Why build social networks and communities?

1. To enhance and sustain your intellectual capital: by being in a certain community, you can gain information from well educated and intelligent people, as well as share your own knowledge with other members of the community
2. To increase creativity and cross-fertilization: online communities allow for communication across all different cultures. This creates a less biased account of information because it comes from a variety of perspectives.
3. To preserve institutional knowledge: an online community creates a place where knowledge can be stored and people can easily access it.
4. To provide higher quality interaction with your organization: people are able to come together to talk and share information when one physical time and location is hard for everyone to make.
5. To improve retention and loyalty: an online community provides support for employees, users and clients.
6. To reduce training and support costs: in an online community, users can share ideas and support with each other, allowing for the company to reduce costs in customer support.

Remuneration

• the commonsense observation that individuals remain members of a social network when there is a clear benefit of doing so. People need to feel like they are getting something out of a social network in order to use it.
• Online communities must offer users an experience.

Remuneration Techniques

1. Make the text editor fun; add emoticons
2. Use a subscription application form
3. Mentors Teach
4. Seed the Discussion
5. Use stars on messages to show membership contribution levels
6. Rank the value of members' messages
7. Remove the fear factor by providing examples of how to participate
8. Create a safe environment by sending out "tickle" messages
9. Create a regular event
10. Don't automatically archive
11. Discourage attempts to send conversations to other blogs, web sites, or discussion groups
12. Ban redistribution servers and cross-postings

Design to Thrive Chapters 1 and 2

Chapter 1: Why Design to Thrive

Why Should You Be Interested?

Social networks and online communities have become very popular.

• In 2009, 4 out of 5 online adults visited a social media site at least once a month.

These networks are also a business that have gotten the attention of young entrepreneurs, marketing directors, PR specialists, and Web consultants.

The overall goal of this book is to "help you build successful and sustainable social networks and online communities" because there is a lot of work and thinking that goes into their design (2).

Computers have transformed the way we talked to each other.

• knowledge is more available for research and academic purposes
• it has changed business practices
• allows for communication different groups of people (like academic-industry partnerships)

Just like students benefit from this increased communication, businesses can profit when social networks and online communities are designed effectively.

Five Types of Online Groups Clients Seek

1. Internal project and professional development teams: internal groups of project teams or departments to promote collaboration and professional development. Through this type of online community, people can support each other and think creatively together.
2. Communities of practice: when people that are passionate about their field of work come together to help each other understand the best practices and most recent techniques being used in this particular practice.
3. Networks across disciplinary boundaries: where people can share information despite disciplinary or functional boundaries in order for an organization or group to achieve its goals. It provides them with peer support.
4. Brand communities and user group communities: usually used by public relations and marketing specialists or user support professionals for social networking. User groups allow people to share ideas about ways to use products, and builds customer loyalty. This also benefits customer support because it allows for cost reduction.
5. Gaming communities: These are important because players have to learn to build successful communities or they will fail. They provide a good place to learn to design a successful community.

RIBS: The 4 elements necessary for long-term success

Remuneration: people must feel that they will benefit positively by investing their time into a community, or they won't become involved in that community

Influence: members must feel that they have a voice in the community and that they will be heard

Belonging: the community should have something that lets members identify with one another and to form an emotional feeling of attachment to other members, so that they feel included

Significance: the community has to be respected and be known

RIBS help to guide and analyze design ideas, and allow for a better understanding of why a community or social system is successful.

Chapter 2: The Nature of the Beasts

Social Networks vs. Online Communities

• Developing relationships with others is at the center of both social networks and online communities.
• Both can come in the form of bulletin boards, listserv groups, USENET groups, Second Life communities, FirstClass forums, WoW, etc. However, they are not limited to these and can grow around software that is not web based.

Social networks put individuals at center of relationships

Boyd and Ellison define a social network as "web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system" (13).

• In a community, the user's commitment to the interests and values is most important because it comes before a relationship is developed with other community members.
• Several groups and communities can be in the same network.
• Users can belong to several groups within a network.

The strength of connections is different

• The secondary connections of social networks are weak. For example, users of google probably have little in common except that they use google.
• In communities, since members are committed to the goals of the group, they cooperate and have more in common with other members.

Differences in the strength of relationships creates difference in activities

More in-depth activities can happen in communities than in social networks because of these secondary connections.

Sharing, cooperation and collective action are the three organizational categories involved in supporting an activity by a group.

• Sharing is the least complex because it involves little effort. It simply means to inform others of an available space to collaborate.
• Cooperation involves putting together different responsibilities and roles in order for a task to be carried out. This requires lines of communication, so different individuals can work on their own towards a common goal.
• Collective action deals with large organizational structures that make binding agreements.

What is an online community compared to lists, discussion groups or forums?

According to Preece an online community is:

• people, who interact socially as they strive to satisfy their own needs or perform special roles, such as leading or moderating
• A shared purpose, such as an interest, need, information exchange, or service that provides a reason for the community
• policies, in the form of tacit assumptions, rituals, protocols, rules and laws that guide people's interactions
• computer systems, to support and mediate social interaction and facilitate a sense of togetherness

Online groups aren't automatically communities

While email lists, news groups, bulletin boards and web forums share many characteristics with communities, they also lack many things a community has.

• they can't establish purpose between one another
• they don't describe the relationship between the people
• they don't layout guidelines of the treatment of one another
• they don't have traditions, histories, and other characteristics that make them unique

Overall, it is important to see that a community provides more to its users than just communication.

Community vs. adhocracy

Communities are also often confused with adhocracies. These are when a group is formed to solve a problem that eventually gets resolved. An adhocracy is not built to last, and is, therefore, not a community.

Chapter 9 Questions

Chapter 9

Supra-Level Elements: Designing for Usability

Supra-Level design is the largest scale visual language of documents, print or electronic. These elements are those that coordinate, overarch and unify all of the other levels to create the whole document.

• major headings
• tabs/dividers
• size
• shape
• color of page or screen

Supra-level elements are critical in determining a document's usability.

Example: By adopting the conventional paper size and stock for a business card two supra-level design choices are made that help its usability.

It is also important to consider how the document will be distributed to readers (mailed, computer screen?), the context in which readers use it (home, work?) and the amount of time readers have to look at it when choosing supra-level design elements

In many cases readers are looking to use a text, rather than read it. So supra-level elements such as headers, tabs, field size and texture, color patterns and field borders help to make information easily accessible.

• The consistent cover page, section headings, and page color of an organization over several years make readers comfortable because of this supra-level cohesion. Catalogs and brochures tend to use similar layouts so readers are used to the design.

The web is very focused on supra-level design because it allows linking unlimited fields of information across space and time.

The supra-level design as makes the first impression.

Process Example

Elaine needs to re-design her agency's annual report so that readers will want to explore and use it. Her goal is to design a more attractive and usable document.

First Elaine analyzes the rhetorical situation.

• Audience: a wide range of educational levels and interests, public and private including donors, board members, state officials, interested public, city planners, engineers and farmers
• Purpose: to inform readers about data and findings, and persuade them to continue to donate
• Context: most readers will get this document in the mail, but occasionally it will be used at small group meetings

In order to re-design the document Elaine must invent, revise and edit.

Invention: place headings in margins, use facing 11x17 pages for a more professional look and better spacial cohesion, use recycled paper

Revision: emphasizes boundaries between sections, introduces sections with bold titles and a box, adds lines and pages numbers in footer, adds internal tab on edge of page, adds key words to tabs, uses agency's logo, centers title of document

Editing: adds blue spot color throughout, mats behind pictures, changes color of title page to light blue

Vocabulary of Supra-Level Elements

Textual Elements: they initiate new sections of text and provide cohesion among text fields. They also set the theme and create a certain tone.

• Titles on cover sheets
• section headings
• initial letters
• tabs
• navigation bars
• headers/footers
• background text

Conventions include headers and footers, or a standard cover page for a particular corporation. These allow for cohesion between documents as a series.

Spatial Elements: on the supra-level have a major impact on the size, scope and structure of a communication. This includes how a paper document is physically contained (in a folder, laminated?). Supra-level spacial elements provide the basic framework onto which a designer arranges textual and graphic elements.

• size of paper/screen
• orientation of paper/screen
• folded, trimmed or attached
• inserts
• shape (can help to attract attention)
• thickness of surfaces (paper or cardstock, etc.)
• on the web: single screen or is scrolling necessary?
• web links

Conventions include the typical size of paper used (8.5x11) or the small size of a business card. On the web usually pages conform to the width of the screen.

Graphic Elements: can create boundaries between text sections, give the document cohesion, and express a theme or mood. They give the communication shape and structure.

• lines
• shading
• borders
• frame data displays/pictures
• background color, texture, glossiness

Conventions include the ornate borders often used on awards, or the common use of semi-gloss paper for an annual report.

*Textual, spatial and graphic coding modes all work together to produce a successful document.

Applying the Cognate Strategies

Supra-level design is a process of rhetorical adaptation, striving for the best fit with readers, purpose, and context.

• Arrangement: routes readers to points of interest by giving a quick map identifying the key units and subunits, creating cohesion among them. Dividers and shaded pages can help to arrange your page.
• Emphasis: points readers to selected places in the communication through things like bolding and section headings.
• Clarity: can greatly enhance by making the purpose clear through giving users easy access to information.
• Conciseness: designers have to be careful not to overindulge and create too many variations that end up misdirecting readers.
• Tone: immediately give the document a voice (serious, playful, trivial, calm, objective)
• Ethos: is influenced by supra-level design because it decides if readers believe a document is honest and if the author is reliable.

Chapter 8 Questions

1.

a.) The drawing serves the purpose to show how to attach new windshield wipers when replacing old ones.

b.) The drawings do use conventions. The spatial conventions include blowup and exploded view, and the graphic convention included is boundaries in order to separate the parts. Readers are likely to understand these conventions because they serve a purpose and readers will be able to differentiate the parts being used.

c.) I think the cognate strategies could be used better because this drawing looks more complicated than it really is. I think without following the text, the drawing is somewhat confusing.

• Arrangement is okay because the directions show several pictures in order of how to put the wipers on. There is a lot of emphasis on the location where the wiper is actually attached which is also good because that is the area the person is going to be working with.
• The clarity could be improved probably by enlarging the pictures or leaving out some of the detail of the surrounding parts. Conciseness is okay because the conventions are used like blow up and exploded view to emphasize the areas that are being worked with.
• The tone seems relatively user friendly, although also intimidating without the text. Ethos could be improved by making the picture look more professional in order for readers to have more confidence that these directions will work.

3. The lines pointing to the brackets need to be clearer, the spatial orientation, the size.

Ch. 7 Questions

1.

This graph shows the number of hours vs. the number of cups of coffee a person gets. The x-axis label should be the number of cups of coffee and the y axis is the number of people out of 48 that got the number of hours of sleep that the colorful shapes show.

This is not a very good graph, but does show that the fewer cups of coffee a day lead to more sleep.

2. I found an interactive map for electoral votes at http://www.270towin.com/.

a. The color of the different states can be changed as well as if you are displaying data from 2008 or projected 2012 data.

b. I find this map confusing I think mostly because I don't understand the point of the website. Allowing the viewer to change the color (thus, democrat or republican) doesn't seem to serve a purpose, except for viewers to be allowed to predict which way they believe a state will vote. I think the arrangement of the site is okay because the map is the main focus and is therefore appropriately set in the middle of the page. It is also emphasized by its color and size. However the clarity of the site is not good because it does not specifically state its point.

c. I think the main drawback is that I don't understand the purpose of the site.

Chapter 8

It's my birthday!!!!

Pictures

• Pictures can instruct, persuade, motivate, announce a topic, or set the mood.
• Pictures shape information for particular purposes and audiences.
• Pictures have the functional goal of responding to the rhetorical situation.
• In order for readers to get the intended purpose of a picture, more information is often needed.

Vocabulary of Pictures

Textual Elements: define, clarify, and modify information contained in pictures

Visual Elements: organize space so readers can access, understand, and use the picture successfully

• Scope: how broad of an area to illustrate? what's important to readers? Should all or part of the picture be shown? How wide should the lens be opened?
• Focus: how closely we focus readers on the information in the picture? close up? far away? zoom?
• Viewing Angle: top, side, bottom, front, back, left right? what information do you want to reveal about the object?
• Spatial Conventions: increase the clarity and the efficiency of pictures

1. cross section
2. blowup
3. motion
4. exploded view

Graphic Elements: gives pictures substance; its the stuff that makes them visible (lines, texture, shading, etc.)

• Level of Detail/Abstraction: concrete or realistic? abstract?
• Shades and Shadows: show the effect of light on an object and its surroundings
• Conventional Coding

1. boundaries
2. materials
3. specialized signs

**All of the Cognate Strategies come into play with pictures including arrangement, emphasis, clarity, conciseness, tone and ethos.

Chapter 7

Data Displays

Data displays show quantitative information by transforming textual elements, usually numbers, into images.

-Data displays are extra-level and rely on non-textual signs like lines, bars, circles, shading, dots, and color

-Text plays a secondary role in data displays

Why are data displays useful?

1.) They are a visual representation of numerical data

2.) They show complex sets of data in a easier to read format

3.) They give readers a top-down view of the trends and relationships of the data

Data displays greatly enhance our ability to compare numbers.

Depending on the rhetorical situation, there are different types of data displays that are most effective.

-Different things about the data can be discovered by shaping them in a visually effective way

Process Example

In this example Ed is asked to make a data display for the membership of an organization over the last ten years.

This example emphasizes the importance of:

· Analyzing the rhetorical situation

· Invention

· Revision

· Visual editing

Vocabulary of Data Displays

Textual Elements only play a small role in data displays since they primarily focus on sign systems. Textual elements include labels, titles and legends. They add descriptive information that can both help and hinder the data display.

Spatial Elements include the size, shape and orientation of the display.

Conventional forms:

· Pie Charts: show parts of the whole

· Bar Charts: create a grid for plotting data based on two variables (one is usually time). Simple bar charts show data belonging to a single group, while complex bar charts show data for more than one group of data

· Line Graphs: show the same type of data as a bar chart, but the display consists of lines connecting the data points and can help easily show change over time

· Scatter Plots: show relationships between variables that are often unrelated to time

· Data Maps: reveal information about a given location, and are arranged depending on the space they represent and the relative location of the data in that space

· Gantt Charts: display time in carrying quantities according to the amount needed for a given task or project

· Graphical Matrix: enables readers to see patterns across the whole data set as well as to access individual pieces of data

Certain conventions will be more suitable than others for a given set of data depending on the rhetorical situation.

Graphic Elements control the texture, weight, and color of the lines, bars, plot frames, tick marks and a variety of other forms. Graphic elements alone represent the data of a data display, although often rely on textual elements to help define them.

-Gridlines, plot frames, tick marks, background shading, and color are elements that help define the data

Applying the Cognate Strategies

Arrangement involves choosing an effective conventional data display and the order and placement of the data within this framework.

Emphasis can be created by stretching the plot frame in one direction, the thickness of lines, color, etc.

Clarity is key to an effective data display. If the display does not make the data from a table more clear, than it is not effective.

Conciseness requires that the data display be direct and easy to understand, and not include extra embellishments that serve no purpose.

Tone shows the voice or attitude the display reveals. Is the data display formal, technical, authoritarian, friendly, accessible or humorous? Picking the right tone depends on the rhetorical situation.

Ethos requires that the display is honest, and displays the information so readers have an accurate story about the data.

Chapter 6 Exercises

1.) a. lines, shading, boldness, title size

b. version 2 is arranged so that it implies the first 3 labels are related and the last 4 are related because of the dividing line between them. In some ways version 1 is easier to read because of the lines and table format. The spacing makes up for this in version 2, though.

c. version 1 better coheres to the visual conventions for scientific tables. Version 2, while less conventional allows the reader to see the relationship between the groups, and the numbers stand out more.

2.) To revise this price list I would add spacing, bold the titles, and add lines to make it more clear.

Chapter 6

Nonlinear Components

-Nonlinear designs are those that differ significantly from the line-by-line layout of paragraphs.

1. Nonlinear design allows readers to more easily find information than a continuous text allows
2. The relations among the textual elements call for a schematic rather than a line by line expression

-Nonlinear designs often include:

• tables
• flowcharts
• organizational charts
• decision trees
• concept charts

*Nonlinear reveals information, rather than writing out an explanation of the information

Vocabulary of Nonlinear Components

• Textual elements: text is divided into fragments and distributed across the field. Lines, arrows or boxes often connect the text. Usually simple text and font are used, and then enhanced by the surrounding space.
• Spatial elements: strings, matrices, and branching displays are the three spacial systems that nonlinear uses.

-strings create statements through one-directional tracks of text units, arranged vertically or horizontally

-matrix organizes text both vertically and horizontally at the same time

-branching displays structure text into hierarchical layers

*these 3 spacial systems provide the building blocks for a variety of conventional genres that are used in nonlinear design (listed above)

• Graphic elements: are used as framing devices, further isolating text into discrete units

Chapter 5 Questions

1.

a.) headings, lists, columns, field grid, bullets, line work, shading

b.) I think version 1 is more effective. I think the columns, bullets, and bolding makes the most difference.

c.) I think version 1 is also more effective in regards to the warnings because the black boxes stand out more in the column format. If the warnings are not emphasized properly it could lead to harm to the reader.

d.) I think version 1 has better clarity. There is a better contrast between the wording and background, the headings are a little bigger, and the bullets help to make it easier to read. Someone in the cold would want to be able to quickly read the directions so they can get back to the warm.

e.) No

f.) I think version 1 builds the best ethos because the warnings and tips are more emphasized, thus giving the reader the feeling that the instructions are really in their best interest.

2.

Grand opening!

Joan's Tea Garden and Craft Emporium.

You're invited to celebrate the grand opening of Joan's Tea Garden and Craft Emporium. Come browse among the tables of potpourri, the baskets of dried flowers, and the shelves of books and collectibles. Whether you're shopping for a special gift or you enjoy doing your own crafts, you'll love the selection.

Saturday, May 17th, 9-5.

125 South Main.

Free croissants! Free tea! Free potpourri!

4.

a.) check

b.) dot

c.) square

d.) snowflake

e.) dot

My Second Life House

This is me in front of my second life house! It's obviously not perfect, but an ok first attempt.

Chapter 5

Text Fields

What is a field of text?
- a distinguishable area of visual interest or attention

• paragraphs, lists, or chunks of text
• menus, navigational bars, pop-up ads

- a field can be a physical page or on a computer screen, and can be divided into sections
- visual cues can make a field better

• Textual: headings, numbers, letters
• Spatial: paragraph blocks, lists, columns
• Graphic: bullets, shading, lines

- fields must respond to the rhetorical situation


Vocabulary of Text Fields

• Textual Elements

1. Headings: allow for readers to navigate the page to find what they are looking for
2. Web links: function like footnotes, give readers additional information if desired on a separate page (doesn't clutter the field)
3. Numbers and Letters: allow for lists that show parallel items, signal the beginning of an article, help organize text hierarchically

• Spatial Elements

1. Lists: break up the text to make it more accessible and add emphasis
2. Leading: spacing between lines
3. Justified/unjustified: usually justified to right margin so the text is not jagged
4. Columns: usually one column is used, but multiple columns can allow the information to be read more quickly, and offers different design options
5. Field grids: multiple columns, text boxes, image spaces, etc...more options for design

• Graphic Elements

1. Bullets and other highlighting cues: used for points of emphasis
2. Line work: thick or thin, dashed, used to segment and accent text
3. Shading: shows range of gray-scale, changes the figure-ground contrast

Applying the Cognate Strategies

Arrangement: the size and orientation of a given surface

Arrangement stragegies:

• headers
• web links
• lists
• columns
• bullets

Emphasis: draw readers' attention to key elements within a visual field

Emphasis strategies:

• enlarging selected pieces of text
• initial letters
• lists
• headings
• shading

Clarity: enables readers to glide effortlessly through the text

Clarity stragegies:

• headings
• line length
• line breaks
• justified text
• follow a visual pattern and be consistent

Conciseness: only putting necessary information on your page or screen

Conciseness strategies:

• pattern of headings
• width of columns

Tone: is your text formal, informal, serious, playful, authoritative, low-key?

Tone strategies:

• letters, numbers
• serif vs. san serif
• justified
• bold

Ethos: how professional does the document look?

Chapter 4 Questions

1a.)

• Only 2 of the danger warnings use sans serif, while the other 5 use serif fonts.
• All of these danger warnings have a similar type size
• 2 of the danger warnings use punctuation, while only 1 uses background shading
• 1 of the warnings uses bold, 1 uses italics (not effective), and one has a shadow

1b.) I think the bold and capitalized warnings seem more credible because danger normally signifies that it needs to be noticed so people don't get hurt. The italic and light-colored warnings seem less credible to me because they do not give the tone of a warning and as being important to be noticed. I think the bold and capitals make the warning most clear. Emphasis like italics is not effective for this warning. I think the most legible versions are most likely to catch someone's eye that there is actually danger and they need to be careful. The ones that are just trying to look pretty, don't give the same clarity of what the sign is saying.

2. Kathy’s Klip Korner Looks feminine, uppercase and script make it look formal, giving ethos that it is professional

Custom Car Stereos

Grover's Donuts & Rolls

3a.)

1. formal, serious, technical, tentative, friendly
2. informal, relaxed, nontechnical, tentative, friendly
3. formal, serious, technical, authoritative, unfriendly
4. informal, relaxed, nontechnical, tentative, friendly

3b.) I think #1 is best for the rhetorical situation. It is straight forward and friendly, yet still formal showing its importance. I feel the rhetorical situation is a necessary meeting, yet something that isn't something to stress about. If the meeting is very strict then the all caps version might be better. If it is just a friendly, and optional reminder about a meeting then option 2 might be more appropriate. I don't really see option 4 having the right tone for a meeting of any kind.

4a.) On the Apple site, most of the text is in the same font. However some is in caps, some are bold, and the size of the text differs. All of the text is in a sans serif font.

5.)

1. double space between 'plot' and 'used'
2. first TM is not small
3. average yields should not be italicized
4. the dash between follow and up is too long
5. the comma the beginning of the last line should be at the end of the previous line
6. there is a space between the last word and the period
7. results is not captilized
8. the first Circle 200 has no space between TM, the second does
9. the period after the first Circle 200 looks weird
10. part of above is italicized

Chapter 4

Linear Components

-The most basic elements of text design

-letters

-words

-numbers

*give important rhetorical effects even though they seem insignificant

2 important things to remember:

1. Because readers process text one piece at a time, even small portions have value

2. Linear components have a cumulative effect on the visual language of the document.

Textual, spatial and graphic coding modes are important for defining linear components.

· Textual: intra-level, include visual qualities of the typeface (shape, size, italics, uppercase, shadow, etc.)

o What to look for when identifying typeface:

§ Serifs

§ X-height

§ Width

§ Line quality

· Spatial: direction of text

o What to look for:

§ Horizontal spacing between characters and words

§ Vertical spacing between characters and words

§ Special treatment

· Graphic: small lines, marks, and other cues

o What to look for:

§ Punctuation marks

§ Line work and shading

§ Iconic letter forms (letters that look like the subject matter (ice, wood, etc))

Synergy of the Coding Modes: all 3 coding modes work together to create the design

Applying the Cognate Strategies

-Arrangement: relationship between groups of text, individual words, phrases, and chunks of text

-Emphasis: varying typeface, figure-ground contrast, bold, italic, caps

-Clarity: the ease with which readers can pick up information in the text (type style, size, upper/lowercase, bold, italic)

-Conciseness: eliminates unnecessary decoration

-Tone: changes the intensity of the typefaces

-Ethos: reflect the credibility or character of the writer/designer

**All of these cognate strategies are interdependent on one another.

Chapter 3 Questions

1. Analytical Chart

1. 10pt font
2. normal spacing
3. commas, parenthesis, percents, dollar signs
4. bold headers, 12pt font
5. lists, left allignment
6. boxed sections, greyscale in charts
7. numerical labels on bar graph, percents on pie chart, legends
8. small charts, headings in bold
9. greyscale in charts
10. no page numbers
11. 81/2 X 11 paper, portrait orientation
12. printed on both sides, framing around page

2.

a.) 12 pt font, left alligned, captial letters

b.) The letter is clear and to the point. The bold letters make the tone a little abrupt. Visually the letter is easy to read though, but there is little emphasis on any particular part of the letter.

c.) It makes the letter to the point, without adding any extra details. Making in not all caps would make the letter seem more friendly, though.

3.

a.) This newsletter doesn't have any charts. The logo is at the top of the letter.

b.) They help make the tone, welcoming and establish ethos.

c.) Putting more charts or pictures would probably have helped the newletter be more appealing and respond to the rhetorical situation better.

4.

a.) It is smaller than 81/2 x 11, and has double spacing. It is portrait orientation and the cover page is centered. The binding is just with staples.

b.) The cover is simple, but arranged well. The tone is welcoming, and ethos is established through the logo.

c.) It could be more creative to make readers more intersting, but in general it responds to the rhetorical situation.

Tessie Turquoise

This is me!

Second Life

I find Second Life really confusing and hard to use. I think this might just be because I have no experience using any sort of game like this whatsoever. As I tried it more, it did get a little easier, though.

I kind of figured out how to edit my appearance, but I don't know where to go to find better clothes. I also can't figure out how to change my hair.

I am still excited about this project, but its frustrating that even the first steps, most definitely the easiest, are still really hard for me. Hopefully I will figure it out better soon.

Chapter 3

Visual Analysis

Analysis is helpful in designing communications because it helps you evaluate your progress and determine if you are responding to the rhetorical situation.

When analyzing professional communications you have to know how to:

• Notice what is going on visually
• Learn how to categorize it

A Taxonomy for Visual Vocabulary

There are 4 levels of design for analyzing visual language:

1. Intra
2. Inter
3. Extra
4. Supra

-Intra and Inter deal with text design

-Extra with nontextual elements, like pictures

-Supra with large scale design of the whole communication

And within each of these levels there are 3 coding modes:

1. Textual
2. Spatial
3. Graphic

*In the chart below are details of the levels and coding modes.

The levels and coding modes are all ways in which to describe the visual vocabulary of a communication.

*Each communication is unique, and the chart above would be filled out differently for each different communication

Analyzing Visual Vocabulary Rhetorically

Analyzing a document rhetorically means finding the answer to the question: how well does the visual vocabulary of this communication match its audience, purpose and context?

-Any level can help develop the cognate strategies (arrangement, emphasis, clarity, conciseness, tone or ethos).

*Visual elements that do no rhetorical work are unnecessary and should be edited, revised, or removed.

Chapter 2 Questions

1. B is the image whose top and bottom have been flipped. And C is the image that has then been rotated counterclockwise 90 degrees.

2. The bold face helps the figure-ground contrast because black is thicker and stands out more from the white background. The italic letters appear to be thinner than the plain text, making the figure-ground contrast less.

3.

a.) The text still is very clear, despite the blue background. Because it is a dark blue and the lettering is white, there is still a good figure-ground contrast. The background color does not add very much noise.

b.) While I don't feel the color has an advantage for the rhetorical situation, I don't reel it adds distracting noise. I think the color makes the tone of the book more friendly, and the blue background coordinates with the image in the center of the page adding emphasis.

c.) I think that the figure-ground contrast still stands out despite the fact that the background is blue. I think the trade-off is fine because the book looks organized with the color scheme that is used.

4.

a.) On the Clemson homepage, the links that relate to one another are in the same font, size and color, with only a slight vertical line separating them. Many of the links remain the same and in the same spot no matter what screen of the website you are on.

b.) This website puts similar links together. For example the links to go to for students, prospective students, faculty are all in a row. At the top of the page the links for the home page, the site index, etc. are in a row and reappear on every page. The feature stories on the homepage have a header and also a brief statement describing the story.

c.) The website uses lines and shades of color mostly to separate the different groups of links. the space and direction the related links go (horizontal or vertical) is also a way they are separated.

d.) These patterns help because it makes the site easy to navigate. Viewers are always able to find their way back to the home page. The grouping also makes it easier to see where a certain category would be located on the page.

5. The document displays figure ground contrast relatively well. I think the main heading could be a little more clear if the words had a thin black outline to make them contrast the grey background more. I think the grouping works pretty well with a column layout and bold headings with each category. By using these 2 principles, the document is easy for the audience to read and follow. There is little noise, making the document clear, and the headings help to mark what each short paragraph will discuss.

6. In newsletters I think the type, color, and location of the logo on the document distinguish them. Having a bold or bright color makes the headings stand out, yet too much graphic design makes the heading look cluttered.

Chapter 2

In this chapter, perception and empirical research are introduced. These are both ways in which a designer can consider how a reader will respond to visual communication.

Perception: the process of comprehending the world around us (47)

Visual perception is influenced by how we think because:

-We search for FOCAL POINTS: the things that immediately catch your eye and allow you to give meaning to the situation

-When “the field is homogenous” or there is a “repetitious pattern” readers often cannot distinguish what is important or even what to look at (47)

-We draw on past experience: when looking at an ambiguous image, we place what it is through things we have seen before.

-This can include using your education, social life, and cultural background to place what an image is

-Our perception is influenced by the task we are trying to accomplish. We tend to ignore things that are unimportant for the goal we are trying to complete.

The visual field is our range of vision that in any perceptual moment will likely include an array of shapes, lines, colors, patterns and textures (50)

-Our perception of an image can be altered by what we see around it.

Gestalt Principles of Design

“Gestalt” means “Form”

-Gestalt principles help to understand the way readers interpret images based on context. There are 2 main principles:

Figure-ground contrast: the way we separate images from each other. (Ex: separating black text from the background of a page)

-Low contrast documents can be hard to read so visual variety helps to over come this. The following help to create contrast:

· Paragraph breaks

· Headings

· Graphic elements

· Icons

· Illustrations

-While figure ground contrast can help to emphasize different points, if not used purposefully it only creates visual noise, or anything that impedes our perceptual response (57)

*Depending on the rhetorical situation, noise can take away from clarity, but in other cases it can add ethos.

Grouping: a tool to add structure to a document and allow readers to efficiently sort through the parts, thus creating visual cohesion.

-Visual groups are created in 3 ways:

-Likeness of form: how similar are the images? (Ex: is it a circle or square?)

-Spatial nearness: how close together are the images or text on the page?

-Division: lines, boxes, shading, etc. that put images or text in groups

*Groups create patterns that help readers to follow the document

Using the Gestalt principles help to achieve clarity, good arrangement and emphasis on important information.

“Using Gestalt principles, then, is a means to an end—adapting visual language to a rhetorical situation” (67).

Empirical Research: seeks to answer questions about how readers respond to design elements (68)

Empirical research helps designers to determine the best way to display the information and enable them to predict how readers will perceive their document. There is universal and contextual empirical research.

-Universal: focuses on one design element at a time, without considering the things surrounding it in the document, and does not take the rhetorical situation into account.

-Contextual: evaluates how successful a document is in its rhetorical situation. This research is usually done through:

· Observation

· Interviews

· Surveys

· Focus groups

Chapter 1 Exercises

1a. After finding out that the supervisor prefers images to words, I would choose to use graphs and charts to display information about the heating system and energy costs. First a line graph might be beneficial to show the growing energy costs that result in the need for this change to solar heating. Then I would probably choose a bar graph to compare the costs of solar power heating to the company's costs of heating. I would keep these concise by choosing a simple layout, that did not include extra information.

1b. Because of this change in purpose, I would add the the brochure the benefits of having the park, and how it is a positive place for the community. I would also be sure to mark the maps in the brochure with all of the features of the park to make readers aware of all that it offers the community. Also I would be sure to recognize that the park was home to wildlife and was an important piece of land to be preserved.

1c. I would make the directions as simple and easy to read as possible since buyers are more likely to buy a product that is easy to make and fun to use. I would try to minimize text to just a few phrases per picture in order to focus mostly on the images. Pictures are faster to look at than reading, so by displaying the instructions as quick and easy, more people will be willing to buy the product. I would also put the directions in colors that stand out making the directions noticeable and easy to find.

2a. The arrangement of the club's logo and the links providing more information are very evident on this website. The logo as the heading is emphasized, along with the information about club rates and members. I think both of these are important details to emphasize because the club is trying to attract more members. However, it could be more effective to show the rates without having to follow a link for more details. The benefits of becoming a member would stand out much more as a bulleted list, rather than being underlined for emphasis. I think including some pictures, might also attract more attention than the paragraph like text at the beginning. In order for this site to fit the rhetorical situation, I think it should be offered in several languages, and should emphasize that it is a club with worldwide membership.

2b. I think the tone of the design is pretty boring, where instead it should be designed to look both welcoming and exciting. More visuals could definitely be added in order to help match what the writing says. It seems that the club wants to show that it is exciting, interesting, and members get discounts on their trips, yet there are no images that help to represent this. The logo at the top helps to build ethos because it is an established club that has creditability. Including pictures of members at these sites could help ethos because perspective members could see that what the club is advertising, is actually experienced. Readers from different countries may not be familiar with this club, and therefore the logo provides less ethos. Also the wording could read differently for different cultures, altering the tone that different people get from the page.

2c. I think this website could be more clear and concise when considering its rhetorical situation. First it would be beneficial to place the club directory at the top of the page and emphasize that members can communicate through the site. Also to achieve more membership the site should advertise by displaying membership rates and discounts more prominently. The underlined words in the text serve little purpose and are unnecessary. The vertical lines between the links on the left side of the page are also more eye catching than the rest of the page, yet are of the least important aspects.

3a. Phones with cords are a convention that is no longer used, most likely just because cordless phones are much more convenient.

3b. Apple iphones are very popular right now as far as cell phones go. It is becoming the norm because people want to have all of their personal information and needs right in the palm of their hand. It has been accepted for a few years, and other companies have similar products.

3c. Small cars are making a comeback, after years of SUVs being a big deal. These cars are making a comeback because people want to save money on gas milage, and these are more economical.

Chapter 1

Visuals are an important part of communication that is often overlooked.
3 aspects have to be accounted for when designing a visual. These make up the rhetorical situation:
1. audience: who is going to be looking at your design and what they already know about the subject
2. purpose: why are you making this design; to persuade, to teach, etc.
3. context: the place or circumstance in which the reader will use this document

There are 6 design elements that make a rhetorical impact. These are cognates because they can be used in terms of writing and design.
1. Arrangement: the organization of the visual elements in the document including text and images
2. Emphasis: making the important ideas stand out in the document
3. Clarity: making sure the reader can understand your message; for example choosing a clear font, and wording your ideas
correctly.
4. Conciseness: including only what is necessary in images, charts and text in order to make it readable…if a design
element is not helping to get across a point, it is unnecessary
5. Tone: the choice of word or how elements in the document are displayed that show your attitude towards the subject.
Tone also helps to establish ethos.
6. Ethos: allowing the reader to have confidence and trust in the writer. The writer must come across as creditable and
reliable for readers to feel good about the ideas presented in the document.
* these elements are interdependent on one another.

-A design can help more than one part of the rhetorical situation. For example the arrangement of information in a document can make it easier for a reader to respond to the purpose you are trying to convey, as well as allow them to use the document as a guide during a meeting without having to flip through pages and pages of information.

The process of design goes in a cycle: Invention, Revision, Editing

First the designer has to determine what information is necessary, and find the best way to display it.
After looking at the first attempt, the designer has to readjust the document in order to make it read better. In the revision step, you must reevaluate the design you have to see what works and what doesn’t. Then you must re-layout the document until it flows right.
In editing, it is helpful to have another person review the document and make suggestions. This will lead to a more perfected final version.

Another important thing to remember when designing a document is what the reader expects, or conventions. There are both verbal and visual conventions. By using conventions you avoid confusing your audience.
-A visual discourse community is one that understands certain conventions. In a small discourse community, like an office, only the members will understand the convention (ex. invoices are printed on blue paper).
Using conventions correctly in the right situation can be very rhetorically effective.