Reading done on October 10 2018

"Design as Rhetoric: Basic Principles for Design Research"

  • by Gesche Joost and Arne Scheuermann – Swiss Design Network (Hg.): Drawing New Territories. 3rd Symposium On Design Research, Zürich, 2006.
  • https://pdfs.semanticscholar. org/55ae/2346ebaecf7c6e362834338b0101208e41a4. pdf.

Rhetoric is the art of making persuasive speech (Gesche Joost and Arne Scheuermann 2006, 3).

"This article describes how rhetoric, as a composite of different individual sciences as model for an intrinsic relationship between theory and practice, can be beneficially used to research into design. A theoretical model is presented for this purpose, one which describes the design process and its precepts according to rhetorical criteria. In this model, theory and practice are indivisibly intertwined" Gesche Joost and Arne Scheuermann 2006, 3).

Intentionality is an intrinsic characteristic of rhetoric Rhetoric is the art of making persuasive speech (Gesche Joost and Arne Scheuermann 2006, 5).

"This means that "rhetorical means are used to achieve a previously designated objectives – whether it be with the intention of educating the public, amusing it or arousing emotions" (Gesche Joost and Arne Scheuermann 2006, 5).

"Producting of effectiveness is the central driving force behind rhetorical communication, and thus it follows that every decision regarding producting is made taking into account its impact on the public. The success of communication can be at least partially verified, i.e. when public reaction is assessed." (Gesche Joost and Arne Scheuermann 2006, 5).

"Occasion or setting, content, aim and means are interrelated in one common system. (Gesche Joost and Arne Scheuermann 2006, 5).

The above "features are arranged depending on the impact which should be achieved" (Gesche Joost and Arne Scheuermann 2006, 5).

"This is also a fundamental principle in design: the design process is based on strategic communication descisions, which aim for effectiveness" (Gesche Joost and Arne Scheuermann 2006, 5).

"What it should communicate and where and when, the target public and the importance of the contents are all fators that must be taken into consideration" (Gesche Joost and Arne Scheuermann 2006, 5).

"Rhetoric always wants to achieve an effect" (Gesche Joost and Arne Scheuermann 2006, 9).

"One of the devices which rhetoric uses is emotion, in order to pursue its aim of intentional effectiveness: emotions which touch the rhetor [the one giving the "speech"] during the speech, but also emotions which aim to move the audience" (Gesche Joost and Arne Scheuermann 2006, 9).

"The project stems from a distinction which can be made in rhetoric, precisely in this communication of emotions: between presentation and representation.
In brief: design methods always generate their emotion on two levels, which may be more or less strongly marked and may stand in different relation to each other.
In every communication, both levels are active, nevertheless they can be observved seperately.
On the representational level the medium communicates some third issue – a story, a message, an announcement, symboli content – thus, something which only exists when communicated by the medium" (Gesche Joost and Arne Scheuermann 2006, 9).

Representational Affect Technique

"A road sign, indicating danger from falling rocks, can serve as an example from graphic design: The rocks falling down the mountain side are clearly depicted and draw attention to the danger of being hit by boulders, a vivid colour emphasises the visibility of the sign and, additionally, indicate the importance of the warning. Nevertheless, in reality there are no stones falling at the time – the fear [and with it caution in the face of danger] are only aroused by a pictogram" (Gesche Joost and Arne Scheuermann 2006, 9).

Presentational Affect Technique

"Creative means have an actual physical effect: a white screen really does dazzle your eyes, the ultra-large atrium confuses its visitors' physical perception of size and shock photographs [...] literally ,turn your stomach>. Here the triggering effects are, you might say, physical, present and impart a direct, not a representational effect" (Gesche Joost and Arne Scheuermann 2006, 9).

"[T]he effect of colours, the alteration in spatial awareness, the of perception patterns" are all presentational affect techniques (Gesche Joost and Arne Scheuermann 2006, 9). "They all create emotion by their mere existence (Gesche Joost and Arne Scheuermann 2006, 9).