Visual Rhetoric (Project Three)

7/30/2019 Visual Rhetoric (Project Three)

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VISUAL RHETORICOr, Fancy Terminology to Make You SoundSmart While Explaining Why Things Look

Pretty or Cool


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Alignment

Use this word to

describe the way words

and images are laid out

on a page.


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Alignment


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Balance

Balance means balance.

Youre smart, you can

understand that. No one

aspect or part of a page

is significantly heavierthan the others. (Unless,

of course, its supposed

to be more important

visual rhetoric is just like

grammar! The rules are

not strict.)


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Balance


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Balance


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Color Theory

Color Theory is simple

its based on the color

wheel. Colors directly

across from each other

contrast. Colors next toeach other blend.


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Color theory


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Color theory


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But Wait!Contrast 2.0

Contrast is not just

about colorsthere can

also be visual contrast

based on size (as in the

different type-sizes onthis poster), typography,

shape, and more.

Consider also the idea

of expectations

sometimes a visual

design contrasts with

preconceived notions of

what that design should

look like.


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Spatial contrast


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Focal Point

A focal point is the main

element on a page that

your eye is drawn to

you may have heard this

term used on homedesign shows. In a

room, a focal point is the

thing you look at first

when you walk ina

zebra couch, a velvet

Elvis painting, a

fireplace Its the same

thing in visual rhetoric.(In fact, that is visual

rhetoric.) What do you

notice first?


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Focal Point


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NegativeSpace

Negative space is the

space around or not

being used by the focal

point.


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NegativeSpace


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NegativeSpace


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Proximity

Proximity refers to the

amount of visual space

between objects on a

page. Lots of space

between objects can

indicate that they are

unrelated, while objects

placed close together

are more likely to be

related. Chuck Norris

and this dog are far from

each other and dont

even seem to be in thesame imagemaking

this poster (text) hard to

understand (and just

plain ugly).


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Proximity


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Proximity


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Repetition

Repetition of shapes,

images, or colors

creates visual unity. And

it usually looks pretty

cool.


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Repetition


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Repetition


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Rule of Thirds

The Rule of Thirdscomes fromphotography. To test if avisual text uses the ruleof thirds, draw 2

horizontal lines dividingthe image into thirds andtwo vertical lines dividingthe image into thirds. Tosuccessfully use the ruleof thirds, the focal pointmust occur at one of theintersections of the

dividing lines. Visualtexts using the rule ofthirds tend to be morevisually interesting thanthose that do not(though not always).


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Rule of thirds


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Rule of thirds

Visual Rhetoric (Project Three)

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