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.