Designing Visual Language

Series
Longman
Author
Charles Kostelnick / David D. Roberts  
Publisher
Pearson
Cover
Softcover
Edition
2
Language
English
Total pages
432
Pub.-date
January 2010
ISBN13
9780205616404
ISBN
0205616402
Related Titles



Description

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. 

Features

  • Early chapters provide a broad foundation in the rhetorical nature of visual design and the close relationship between visual and verbal language.
  • Offers a system for defining and analyzing visual language.
  • Extensive coverage of the vocabulary of design, from typography and page design to data displays and illustrations to whole documents.
  • Each design chapter begins with an illustrated narrative that describes a real world situation and which walks readers through the process of developing a particular document.
  • Extensive exercises and assignments are all class-tested ensuring that student practice is specifically tied to chapter content.

 

New to this Edition

  • Upgraded coverage of electronic communications, especially web sites and PowerPoint presentations, invites you to explore and practice the design strategies you'll need to excel in these visual mediums. Added examples and textual references emphasize the importance of mastering your ability to communicate visually and present documents electronically in a world where many presentations may never leave the computer screen or projector.
  • New color insert featuring sample charts, graphs, diagrams, photographs, and webpage has been added to reflect the widespread use of color in visual communication today. The color rich pages provide added direction and clarity as you begin to create your own spectrum of visual documents.  
  • Fully revamped end of chapter exercises feature new, more creative questions that ask you to generate your own communications. The balance of analytical and creative activities encourages you to strive for a more functional and well-rounded understanding of visual communications.
  • To keep you up-to-date on the new developments in research, theory, and practice, the authors have incorporated updated references to new and exciting works in the fields of professional and visual communication.
  • Streamlined coverage in each of the nine chapters allows for quicker, more efficient reading without sacrificing clarity.

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 the Visco Manufacturing Bunk Bed Instructions

Conclusion

Notes

References

Exercises

Assignment

 

PART 2 TEXT DESIGN

 

Chapter 4: Linear Components

Introduction to Linear Components

Process Example-Linear Components

Analyzing the Rhetorical Situation

Invention

Revision

Visual Editing

Vocabulary of Linear Components

Textual Elements

Spatial Elements

Graphic Elements

Synergy of the Coding Modes

Applying the Cognate Strategies

Arrangement

Emphasis

Clarity

Conciseness

Tone

Ethos

Interdependence of the Cognate Strategies

Notes

References

Exercises

Assignments

 

Chapter 5: Text Fields

Introduction to Text Fields

Process Example-Text Fields

Analyzing the Rhetorical Situation

Invention

Revision

Visual Editing

Vocabulary of Text Fields

Textual Elements

Spatial Elements

Graphic Elements

Synergy of the Coding Modes

Applying the Cognate Strategies

Arrangement

Emphasis

Clarity

Conciseness

Tone

Ethos

Interdependence of the Cognate Strategies

Genealogy Service Web Page

Notes

References

Exercises

Assignments

 

Chapter 6: Nonlinear Components

Introduction to Nonlinear Components

Process Example-Nonlinear Components

Analyzing the Rhetorical Situation

Invention

Revision

Visual Editing

Vocabulary of Nonlinear Components

Textual Elements

Spatial Elements

Graphic Elements

Synergy of the Coding Modes

Applying the Cognate Strategies

Arrangement

Emphasis

Clarity

Conciseness

Tone

Ethos

Interdependence of the Cognate Strategies

Notes

References

Exercises

Assignments

 

PART 3 EXTRA-LEVEL DESIGN

 

Chapter 7: Data Displays

Introduction to Data Displays

Process Example-Data Displays

Analyzing the Rhetorical Situation

Invention

Revision

Visual Editing

Vocabulary of Data Displays

Textual Elements

Spatial Elements

Graphic Elements

Synergy of the Coding Modes

Applying the Cognate Strategies

Arrangement

Emphasis

Clarity

Conciseness

Tone

Ethos

Interdependence of the Cognate Strategies

Notes

References

Exercises

Assignments

 

Chapter 8: Pictures

Introduction to Designing Pictures

Process Example-Pictures

Analyzing the Rhetorical Situation

Invention

Revision

Visual Editing

Vocabulary of Pictures

Textual Elements

Spatial Elements

Graphic Elements

Synergy of the Coding Modes

Applying the Cognate Strategies

Arrangement

Emphasis

Clarity

Conciseness

Tone

Ethos

Interdependence of the Cognate Strategies

Notes

References

Exercises

Assignments

 

PART 4 DOCUMENT DESIGN

 

Chapter 9: Supra-Level Elements: Designing for Usability

Introduction to Supra-Level Elements

Process Example-Supra-Level Elements

Analyzing the Rhetorical Situation

Invention

Revision

Visual Editing

Vocabulary of Supra-Level Elements

Textual Elements

Spatial Elements

Graphic Elements

Synergy of the Coding Modes

Applying the Cognate Strategies

Arrangement

Emphasis ur

Clarity

Conciseness

Tone

Ethos

Interdependence of the Cognate Strategies

Real Estate Packet

National Park Service Web Site

Notes

References

Exercises

Assignments

 

Glossary

Rhetorical Terms

Visual Vocabulary

Credits

Index


Instructor Resources