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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
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