Overview

Written by two highly experienced teachers in the field of document design, Designing Visual Language, 2/e offers useful strategies and tools for document design of all types. A chief goal of the text is to enable students to extend the rhetorical approach they employ in writing and editing courses to the creation of various forms of visual communication. The text focuses on the kinds of situations and practical documents that occur in the workplace and blends this focus with a rhetorical approach that ties design to the audience, purpose, and context of messages. 

Full Product Details

Author:   Charles Kostelnick ,  David Roberts
Publisher:   Pearson Education (US)
Imprint:   Pearson
Edition:   2nd edition
Dimensions:   Width: 22.50cm , Height: 1.60cm , Length: 23.20cm
Weight:   0.650kg
ISBN:  

9780205616404

ISBN 10:   0205616402
Pages:   432
Publication Date:   08 April 2010
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   To order  
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Table of Contents

Foreword by the Series Editor Preface PART 1 INTEGRATED COMMUNICATION Chapter 1: Rhetorical Background Introduction to Visual Rhetoric It Depends: The Importance of the Rhetorical Situation A Scenario for Applying Visual Rhetoric How Fred's Document Responds Visually to the Rhetorical Situation Large-Scale Responses to Audience, Purpose, and Context Local-Level Responses to Audience, Purpose, and Context Summing Up Fred's Design Decisions Visual/Verbal Cognates Arrangement Emphasis Clarity Conciseness Tone Ethos Interdependence of the Cognate Strategies Process Example-Mapleton Center Understanding the Rhetorical Situation Invention Revision Visual Editing What Can We Learn from Fred's Process? Conventions-What Readers Expect Verbal Conventions Visual Conventions Visual Discourse Communities Fred Noonan's Use of Conventions Some Basic Principles of Conventions Acquiring the Language of Visual Conventions Conclusion Notes References Exercises Chapter 2: Perception and Design Introduction to Perception Issues Perception Requires Thinking We See Images within a Visual Field Gestalt Principles of Design Figure-Ground Contrast Degrading Figure-Ground with Visual Noise Grouping: Making the Parts Cohere Patterns: Creating Groups across the Communication Using Gestalt Principles to Respond to the Rhetorical Situation Empirical Research as a Design Tool Universal Research Contextual Research Conclusion Notes References Exercises Assignments Chapter 3: Visual Analysis Introduction to Visual Analysis The Visual Vocabulary of Professional Communication ATaxonomy for Visual Vocabulary Intra-Level Design: Linear Components Inter-Level Design: Fields and Nonlinear Components Extra-Level Design: Data Displays, Pictures, Icons, and Symbols Supra-Level Design: The Whole Communication Each Communication Uniquely Combines Elements from the Matrix Analyzing Visual Vocabulary Rhetorically Analysis of

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