BASIC PRINCIPLES FOR USING “WHY”
Match or intentionally interrupt your audience’s expectation(s). Use branding, document genres, tone, colors, and so forth that align with what your audience expects or hopes to see.
2. Credible Complexity
Increase complexity of a design or content to heighten credibility of data. Simplify a document to make it seem more elegant or sophisticated. Make a document busy to make products or services appear inexpensive.
Apply diverse visual figures of speech—such as metaphor, pun, hyperbole, metonymy, and so forth—to increase comprehensibility, creative interest, and meaningful depth of your communication’s purpose.
4. Propositional Density
Simplify visual design elements while increasing communicative propositions (or ideas to be communicated). Divide the number of propositions by the number of visual elements and seek for a number greater than 1.
5. Rhetorical Four
Make your document reach its audience through ethos (credibility), pathos (emotion), logos (logic), and kairos (timing).
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