Designing Visual Language : Strategies for Professional Communicators (Part of the Allyn & Bacon Series in Technical Communication)

By (author) Roberts, David D.; By (author) Kostelnick, Charles

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.

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[目次]

  • 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

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この本の情報

書名 Designing Visual Language : Strategies for Professional Communicators (Part of the Allyn & Bacon Series in Technical Communication)
著作者等 Kostelnick, Charles
Roberts, David D.
書名別名 Strategies for Professional Communicators (Part of the Allyn & Bacon Series in Technical Communication)
出版元 Longman Inc
刊行年月 2010.01.03
版表示 2 Rev ed
ページ数 432p
大きさ H231 x W225
ISBN 9780205616404
言語 英語
出版国 アメリカ合衆国
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