Category: Design

At First Glance: Visual Rhetoric for Beginners

At First Glance: Visual Rhetoric for Beginners

Visual Rhetoric for BeginnersPictures are powerful. Single images have defined generations and persuaded thousands of people to action. Yet even in the formal study of rhetoric there is comparatively little to say about visual persuasion.

Meanwhile pictures are getting bigger. Sometimes literally, in the case of social media and digital communities, but also in the sense of their importance. We see hundreds of persuasive images a day. Some we notice, most we don’t. A select few capture our attention and may even convince us to do something—buy a bike, exercise, donate to a cause, etc.

If we are to be better rhetors, we need to have at least a basic understanding of the principles of visual communication and persuasion.

Let’s have a look…

Art v. Design

Art v. Design

David and the iPhoneMichelangelo’s David and Steve Jobs’s iPhone have many things in common. Both are quintessential examples of the things they represent—”man” and “smart phone,” respectively. Both come from the minds of geniuses. Both have curves in all the right places.

Both are beautiful.

Yet there is a major difference between the two—one that demands stating, one that should inform the evaluation of digital infotecture. David is art. The iPhone is not.

Michelangelo’s masterpiece is meant to be looked at, studied, contemplated. Its purpose is to show viewers an ideal man.

And while I admit to occasionally staring at my iPhone in awe of Jony Ive’s design, satisfying my contemplative nature is not its purpose. Its purpose is to make calls and, well, “there’s an app for that.”

David’s purpose is its meaning. The iPhone’s is its utility.

Art is an end in itself. Design is not.

When evaluating information design, it’s important to understand the aesthetics behind the design—insomuch as aesthetics concerns itself with what is beautiful (though not exclusively). People like beautiful things, beautiful experiences.

But it’s equally important to understand the intended function of the information. Is it meant for comparison? For quick reference? For deep study?

Beauty and utility. Both are necessary for good design, for eloquent information. Without the former, people won’t care. Without the latter, it won’t matter how much they care because they won’t be able to access the data.

A design, like a building or a man, should have integrity. That integrity comes from understanding the differences between art and design.