This article proposes a heuristic that teachers and students can use together to create a vocabulary for discussing the aesthetic aspects of color and typography in document design work. By using this framework, teachers and students can generate a collection of shared visual topoi or commonplaces for describing the aesthetic value of color and typography that they can then draw from to inform visual analysis and production work.
AllenN. (1996) Ethics and visual rhetorics: Seeing’s not believing anymore. Technical Communication Quarterly5(1): 87–105. doi:10.1207/s15427625tcq0501_6.
2.
AlredG. J.BrusawC. T.OliuW. E. (2015) The handbook of technical writing (11th ed.), New York, NY: St. Martin’s Press.
3.
AmareN.ManningA. (2007) The language of visuals: Text+graphics=visual rhetoric tutorial. IEEE Transactions on Professional Communication50: 57–70. doi:10.1109/TPC.2006.890851.
4.
AmareN.ManningA. (2013) Teaching form and color as emotion triggers. In: BrumbergerE. R.NorthcutK. M. (eds) Designing texts: Teaching visual communication, Amityville, NY: Baywood Publishing, Inc, pp. 71–95.
5.
Aristotle (2007) On rhetoric: A theory of civil discourse. (G. A. Kennedy, Trans.), New York, NY: Oxford University Press.
6.
Brumberger, E. R. (2003a). The rhetoric of typography: The awareness and impact of typeface appropriateness. Technical Communication, 50(2), 224–231. Retrieved from http://www.jstor.org/stable/43089123.
7.
Brumberger, E. R. (2003b). The rhetoric of typography: The persona of typeface and text. Technical Communication, 50(2), 206–223. Retrieved from http://www.jstor.org/stable/43089122.
8.
BrumbergerE. R.NorthcutK. M. (2013) Designing texts: Teaching visual communication, Amityville, NY: Baywood Publishing Company, Inc.
9.
Crowley, S. (1998). Composition in the university: Historical and polemical essays. Pittsburg, PA: University of Pittsburg Press.
10.
DakeD. (2005) Aesthetics theory. In: SmithK.MoriartyS.BarbatsisG.KenneyK. (eds) Handbook of visual communication: Theory, methods, and media, New York, NY: Routledge, pp. 3–22.
11.
Dayton, D., & Bernhardt, S. A. (2004). Results of a survey of ATTW members, 2003. Technical Communication Quarterly, 13(1), 13–43. doi:10.1207/S15427625TCQ1301_5.
12.
GersonS. J.GersonS. M. (2017) Technical communication: Process and product (9th ed.), New York, NY: Pearson Education, Inc.
13.
Johnson-SheehanR. (2015) Technical communication today (5th ed.), New York, NY: Pearson Education, Inc.
14.
JostW. (1991) Teaching the topics: Character, rhetoric, and liberal education. Rhetoric Society Quarterly21(1): 1–16. doi:10.1080/02773949109390904.
KostelnickC. (1990) Typographical design, modernist design aesthetics, and professional communication. Journal of Business and Technical Communication4(1): 5–24. doi:10.1177/105065199000400101.
17.
KostelnickC. (1994) From pen to print: The new visual landscape of professional communication. Journal of Business and Technical Communication8(1): 91–117. doi:10.1177/1050651994008001004.
18.
KostelnickC. (1995) Cultural adaptation and information design: Two contrasting views. IEEE Transactions on Professional Communication38(4): 182–196. doi:10.1109/47.475590.
19.
KostelnickC. (1998) Conflicting standards for designing data displays: Following, flouting, and reconciling them. Technical communication45(4): 473–482. Retrieved from http://www.jstor.org/stable/43088562.
20.
KostelnickC. (2004) Melting-pot ideology, modernist aesthetics, and the emergence of graphical conventions: The statistical atlases of the United States, 1874–1925. In: HillC.HelmersM. (eds) Defining visual rhetorics, Mahwah, NJ: Lawrence Erlbaum Associates, pp. 215–242.
21.
KostelnickC. (2007) The visual rhetoric of data displays: The conundrum of clarity. IEEE Transactions on Professional Communication50(4): 280–294. doi:10.1109/TPC.2007.908725.
22.
Kostelnick, C., & Hassert, M. (2003). Shaping information: The rhetoric of visual conventions. Carbondale, IL: Southern Illinois University Press.
23.
KressG.van LeeuwenT. (1996) Reading images: The grammar of visual design, 2nd ed. New York, NY: Routledge.
24.
KressG.van LeeuwenT. (2002) Colour as a semiotic mode: Notes for a grammar of colour. Visual communication1(3): 343–368. doi:10.1177/147035720200100306.
25.
LakoffG.JohnsonM. (1980) Metaphors we live by, Chicago, IL: The University of Chicago Press.
26.
LannonJ. M.GurakL. J. (2014) Technical communication (13th ed.), New York, NY: Pearson Education, Inc.
27.
LauerC. (2013a) Teaching visual communication online: Methods for a changing classroom. In: BrumbergerE. R.NorthcutK. M. (eds) Designing texts: Teaching visual communication, Amityville, NY: Baywood Publishing, Inc, pp. 117–141.
28.
LauerC. (2013b) Examining the effect of reflective assessment on the quality of visual design assignments in the technical writing classroom. Technical Communication Quarterly22(2): 172–190. doi:10.1080/10572252.2013.757156.
29.
LauerC.SanchezC. A. (2011) visuospatial thinking in the professional writing classroom. Journal of Business and Technical Communication25: 184–218. doi:10.1177/1050651910389149.
30.
Mackiewicz, J., & Moeller, R. (2004, September). Why people perceive typefaces to have different personalities. In Professional Communication Conference, 2004. IPCC 2004. Proceedings. International (pp. 304–313). IEEE. doi:10.1109/IPCC.2004.1375315.
31.
MaddenT. J.HewettK.RothM. S. (2000) Managing images in different cultures: A cross-national study of color meanings and preferences. Journal of International Marketing8(4): 90–107. doi:10.1509/jimk.8.4.90.19795.
32.
MarkelM. (2015) Technical communication (11th ed.), New York, NY: Bedford/St. Martin’s.
33.
MatveevaN. (2008) Teaching intercultural communication in a basic technical writing course: A survey of our current practices and methods. Journal of Technical Writing and Communication38(4): 387–410. doi:10.2190/TW.38.4.e.
34.
NorthcutK. M. (2013) Evaluating visual communication. In: BrumbergerE. R.NorthcutK. M. (eds) Designing texts: Teaching visual communication, Amityville, NY: Baywood Publishing, Inc, pp. 181–195.
35.
SchriverK. A. (1997) Dynamics in document design, New York, NY: John Wiley & Sons, Inc.
36.
TothC. (2013) Revisiting a genre: Teaching infographics in business and professional communication courses. Business and Professional Communication Quarterly76(4): 446–457. doi:10.1177/1080569913506253.
37.
WilliamsR. (2014) The non-designer’s design book (4th ed.), Berkeley, CA: Peachpit Press.
38.
van LeeuwenT. (2006) Towards a semiotics of typography. Information Design Journal14(2): 139–155. doi:dx.doi.org/10.1075/idj.14.2.06lee.
