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Persuasive Techniques
Pathos, Logos, and Ethos are essential concepts in understanding and creating persuasive and impactful graphic design work. These ideas have their roots in ancient Greek philosophy, and were first introduced by Aristotle (famed Ancient Greek philosopher) and were suggested as effective forms of communication. Theses ideas have been adopted in to a variety of fields, including literature and public speaking but also advertising and graphic design. They can help designers create visuals that effectively communicate messages, elicit emotions, and establish credibility; all important elements of connecting to and creating action in audiences.
Pathos
Pathos persuades audiences by appealing to their emotions and feelings.
This can be achieved through the use of descriptive language, imagery, tapping into values and emotions, and sharing personal stories to resonate deeply with the audience.
In graphic design, using visuals that evoke specific emotions, such as happiness, sadness, fear, excitement or humour, can create a strong emotional connection with the viewer. Colour is frequently used to create emotive responses in design. Creating an emotional connection can make the design more memorable and persuasive.
Logos
Logos persuades audiences by appealing to rational thought and reason.
This can be achieved through the use of clear and concise information and accurate data that support the message being conveyed.
In graphic design, visual elements that represent data in ways that are accessible to an audience will do this best. This can include infographics, graphs and charts. It also involves using hierarchy to ensure that factual information is emphasised. A well-designed infographic, for example, uses logos to present information in a visually organized and rational manner.
Ethos
Ethos persuades audiences by appealing to their ethic; this means convincing them of the persuaders character and credibility.
This can be achieved through highlighting the endorsement of celebrities, the credibility of creators (e.g. doctors or scientists) and partnering with well-known brands.
In graphic design, establishing credibility can be achieved through the use of professional and polished visuals, appropriate use of colours and typography, and adherence to design principles. Hierarchy could again be used but this time to emphasise endorsements, such as a doctor promoting a particular kind of shampoo or a celebrity image associated with a fashion brand. Trustworthy and authoritative design elements can positively influence the audience's perception of the message.
Practise: Which kind are the following?
Class Project: PLE Designs
You are going to choose one subject from below and use it to create three different ads. These ads do not need to be perfectly designed or edited as they are just an opportunity to practise the persuasive techniques we have just learned. You will be using the same subject to create an ad that uses pathos, logos and ethos.
Choose one of the following images that shows a subject. Right click > Save As > Save to your Documents. You might create a folder for this project called 'PLE Designs.'
Use the Photoshop Cut Out skills that you have learned to place the subject on three different social media tile documents (these are 1020x1020px and can be created on Photoshop or Canva).
Find a background image on Unsplash or colour the background on Photoshop to suit the type of ad you are making.
In each of the three ads, choose one extra graphic of some kind (these can be from the Canva templates or you can find them on Google e.g. a 50% off label).
In each of the three ads, write one sentence to go with your ad (e.g. "endorsed by Cardi B").
Export your three ads as PNG or JPEGs and save them in your computer documents.
Subjects you can use:
For your Portfolio
Under your 'Class Projects' page on your portfolio, create a subpage called 'PLE Designs.'
C level (ish)
C level (ish)
Insert the three social media designs that you have created.
Label each of the designs as 'Pathos,' 'Logos,' or 'Ethos.'
Write 1-3 sentences below each of these designs that explains what visual choices you made that suited the persuasive technique.
B level (ish)
B level (ish)
Complete previous steps.
Visit the Principles of Design page to refresh your memory. Explain at least one principle of design that you also used in your creation.
A level (ish)
A level (ish)
Complete previous steps.
Create subheadings on your 'PLE Design' page for examples each of the persuasive techniques, 'Pathos,' 'Logos,' and 'Ethos.'
Under these subheadings, provide 3 examples of graphic design work that also use this persuasive technique.
APA reference the examples you have found.
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