Reading what Doug Eyman had to say about visual rhetoric in “Digital Rhetoric: Theory, Method, and Practice” really cleared things up for me on the topic. However, understanding this term is much easier if you understand the terms text and digital rhetoric. If, by chance, you are not already familiar with these, I suggest reading my blog posts that talk all about them (linked right in the previous sentence)!
So. . . About Visual Rhetoric
According to Eyman, one of the most foundational elements of visual rhetoric is the question of the audience and the image’s persuasive effect (not just its aesthetics) (50). Although this is a solid explanation of the term, we can break it down even further. In its most basic form, this term refers to the technique of using visual elements (like images, typography, and design) to convey messages and persuade audiences. As frequent consumers of media, we see this around us all the time but don’t realize that there’s a specific name for it- think things like product advertisements, infographics, or even political cartoons.
Okay, But Why’s It Important?
Visual rhetoric plays a critical role in how organizations and companies share information, shaping how their audiences interpret and respond to said information. This is especially true in today’s digital society, as images dominate our world. From social media posts to whole website designs, visual rhetoric is the driving force that builds these spaces. By using distinct colors, fonts, people, or symbolism, the creators of the visual aid are trying to evoke some sort of emotion or connection to their audience that will either act to persuade, convince, or effectively inform them.
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