Visual Rhetoric 3
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Transcript of Visual Rhetoric 3
1) Icebreaker till the ice get broke2) Oh, CRAP3) Some Color basics4) A little on rhetorical analysis
Icebreaker:What’s song could come on the radio right now and cause you to say, without shame or fear, “This is my jam?”
For me: “Close your Eyes and Count to [radio edit]” by Run the Jewels.
Last time, we dabbled in some CRAP and started doing some design and some rhetorical analysis.
Today we’re going to do a very, very quick-paced overview of some ideas that will be helpful: CRAP, then some color theory and then a bit about rhetorical analysis.
CRAP
This is Robin Williams. She’s not Mork, of course. May that Robin Williams RIP.
She is responsible for a great many awesome design texts that are reader-friendly. She wrote the Non-designer’s Design Book. It’s worth owning a copy, if you’re interested in design, and we’re reading most of it.
1. ContrastBasically stated, contrast means that things that are similar look similar but things that are different look clearly different. This keeps your reader from becoming confused and creating relationships that aren’t present.
It comes, of course, from literal contrast, the light-to-dark or black-to-white of an image. In design it often ends up being about color values.
2. Repetition
Maybe the easiest of these four concepts to define, repetition is, just as you’d guess, repeating something– a color, a logo, a typeface, a type style.
It unifies and organizes.
3. Alignment
Alignment is about positioning on a page. Nothing should be put on haphazardly. There should be a reason and a measurement that guides where things are placed in relation to each other.
4. Proximity
Proximity is very similar in theory to alignment, but it’s more about grouping and use of white space.
Basically: similar things are grouped together, different things require space.
I want to start our consideration of color with some infographics, then some summary slides for us to use to discuss. The infographics are all links if you want to download this and look closer at them after class or at some later point.
RED• Energy• Love• Passion and lust• Anger• Danger • Makes you hungry • Is considered “cheap” in advertising• But definitely draws attention
BLUE• Stability• Calming• Is the most popular color in America• Creates comfort in advertising• Male (for kids)• Winter• Cold
YELLOW• Energy• Not welcoming– paint your guest room yellow if you
want guests to leave quickly• Summer• Warm
GREEN• Nature• Spring• Environmentally safe or friendly• Money!• Creativity• Fertility
ORANGE• Caution• Is the LEAST popular color• Autumn (Pumpkin Latte? Yes, plz)• Halloween• Ohio sports (lol)
PURPLE• Royal (and we’ll never be royals---royyyyaaaaaals!)• Premium• Grape• Exotic
PINK• Female• Plush• For a long time, it was the LGBT color (before the
rainbow)• Love• Inner peace
WHITE• Purity• Life• Premium/Deluxe (products)• Clean• Fresh• Death (ironic?)
BLACK• Premium• Refined• Death• Professional• Also Death• And Death• Death, too
Silver and Gold• Premium products• Sophistication• Valuable• Futuristic (silver, at least)
We will do so much more with color, but one thing I like to talk about early on is that one of the very best ways to create a color palette for something is to draw it from nature.
Natural colors go together even if we think they don’t. It’s a paradox. If nature put them together OBVIOUSLY they go together and we’d feel comfortable seeing them together.
Rhetorical Analysis
The point of rhetorical analysis
is merely to read with understanding.
(p. 320)
Aristotle: Rhetoric may be defined
as the faculty of observing in any given case
the available means of
persuasion.
Rhetorical analysis: to read/observe/critique
any “text” with an understanding of the context and available
means of persuasion.
What does that include?
Everything.
EVERYTHING!!
Ethos.
Pathos.
Logos.
Kairos.
Style.
Audience.
Purpose.
Context.
Metaphor.
Story.
Delivery.
Culture.
Not the “I didn’t think of that critical idea” everything.
everything.
Read for class: From Logo Design Workbook (linked from Canvas): read "Why a logo?" "What is a logo?" "The Ten Rules" and "Logo Development"
