Linear Components
-The most basic elements of text design
*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.
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