COM 540 Study Guide

Chapter 1:

 

1. In what sense is practical visual design rational?

 

2. What are three elements of the rhetorical situation?

 

3. What are some examples of large-scale responses to the rhetorical situation of a document?

 

4. What are some examples of local-level responses to the rhetorical situation of a document?

 

5. How do the traditional rhetorical strategies for written and oral communication--arrangement, emphasis, clarity, conciseness, tone, and ethos--apply to visual design?

 

6. In what ways are the cognate strategies of visual design interdependent?

 

7. What are the three kinds of activities in the design process?

 

8. What are conventions in the context of communication?

 

9. What are three ways of grouping visual conventions?

 

10. What is meant by the phrase "visual discourse community?"

 

11. What are three guidelines for using visual conventions?

 

 

Chapter 2:

 

1. What are three ways in which thinking informs perceiving?

 

2. How does a given visual field affect perception?

 

3. What is meant by the term Gestalt?

 

4. What is the Gestalt principle of figure-ground contrast?

 

5. What is visual noise, and what are some examples of it?

 

6. What is the Gestalt principle of grouping?

 

7. What are three of the most important ways of visual grouping?

 

8. How can visual patterns create cohesive groups over a whole document?

 

9. What are two kinds of research to determine how readers perceive information visually?

 

 

Chapter 3:

 

1. What are the four levels of design for examining visual language?

 

2. What are the three coding modes for analyzing what is visible at the four levels of design?

 

3. What does it mean to "analyze visual vocabulary rhetorically?"

 

 

Chapter 4:

 

1. What are linear components?

 

2. What are four design qualities that organize various typefaces into groups?

 

3. What are ascenders and descenders?

 

4. What are typeface treatments?

 

5. What various conventions influence the choice of typeface in a document?

 

6. What are the differences among these ways of adjusting horizontal spacing between characters and words: condensed, normal, expanded, and kerning?

 

7. What are the standard uses of superscript and subscript?

 

8. What are some examples of choices in the design of linear elements that illustrate the six cognate strategies of arrangement, emphasis, clarity, conciseness, tone, and ethos?

 

 

Chapter 5:

 

1. What is a field of text?

 

2. What are some examples of textual elements in field design?

 

3. What are some examples of spatial elements in field design?

 

4. What are some examples of graphic elements in field design?

 

5. What are some examples of choices in the field design that illustrate the six cognate strategies of arrangement, emphasis, clarity, conciseness, tone, and ethos?

 

 

Chapter 6:

 

1. What is meant by the term nonlinear design?

 

2. How do tabular forms and schematic forms of data illustrate the advantages of nonlinear over linear designs?

 

3. What is the difference between linear and nonlinear text?

 

4. What are three ways of arranging text in the spatial mode of nonlinear design?

 

5. What are two ways of handling text in the graphical mode of nonlinear design?

 

6. What two general types of relationship can be used in applying the cognate strategy of arrangement to nonlinear text

 

7. What are three ways to emphasize nonlinear text?

 

8. What is meant by the phrase "spatial conventions of nonlinear text?"

 

9. How can conciseness and clarity be in conflict when one is designing nonlinear text?

 

10. How can the tone of the display of nonlinear text be changed?

 

11. How can the ethos of the display of nonlinear text be changed?

 

 

 

Chapter 7:

 

1. What does it mean to say "data displays are extra-level?"

 

2. What are three reasons to prefer data displays over tabular data?

 

3. What are four textual elements that data displays may include?

 

4. What are the spatial characteristics of each of the following types of data display: pie, bar, line, scatter plot, Gantt, and matrix?

 

5. What are some ethical dimensions to decisions about the spatial aspects of data displays?

 

6. What are the two kinds of graphic element in data displays?

 

7. How might the audience's cultural background affect decisions about the arrangement of data displays?

 

8. What are benchmarks?

 

9. How can the aspects of area, gray scale, and perspective cause perceptual problems in data displays?

 

10. What are two measures of spatial conciseness in data displays?

 

11. What are two aspects of ethos implicit in data displays?

 

 

 

Chapter 8:

 

1. How do pictures serve readers of professional communications?

 

2. What are three ways that textual elements help in the understanding of a picture?

 

3. What are three spatial decisions that visual designers must make in the use of pictures?

 

4. What are four common spatial conventions in the use of pictures?

 

5. What are three qualities to consider in the graphic coding of pictures?

 

6. What are some ways of effecting the cognate strategy of arrangement in designing a picture?

 

7. What kinds of elements can be used to effect the cognate strategy of emphasis in designing a picture?

 

8. What are four issues to consider to effect the cognate strategy of clarity in designing a picture?

 

9. How might the conciseness, clarity, and ethos of a picture affect each other?

 

10. In what ways can a picture convey tone?

 

11. What are two aspects of ethos in designing a picture?

 

 

Chapter 9:

 

1. What are some examples of supra-level design elements?

 

2. What aspect of a document do supra-level elements affect?

 

3. In what ways do readers react to the supra-level design of a document?

 

4. What are the seven possible supra-level textual elements in a document?

 

5. What are three sources of textual conventions?

 

6. What are some spatial conventions that constrain supra-level aspects of a document?

 

7. What is the supra-level role of graphic elements?

 

8. What are some supra-level design strategies for effecting arrangement?

 

9. What are some supra-level design strategies for effecting emphasis?

 

10. What are some supra-level design strategies for effecting clarity?

 

11. What are some supra-level design strategies for effecting conciseness?

 

12. What are some supra-level design strategies for effecting tone?

 

13. What are some supra-level design strategies for effecting ethos?