Research On The Visual Rhetoric Of Infographics

Infographics describe cognition in visual graphic language,and visual rhetoric provides thinking power for this kind of creative cognition.It is not only the logical skills or artistic skills for visual construction,but also the way to discover ideas and form information cognition.The expression and attempt of visual rhetoric on feeling make the creation of infographics with more possibilities.Centering on the functional nature of rhetoric,this paper explores how visual rhetoric realizes the discovery,expression and communication of information cognition,and summarizes the visual rhetoric methods and its cognition structure in infographic design.Firstly,this paper analyzes the cognitive form of visual rhetoric,and then discusses the cognitive function and application value of visual rhetoric in infographics.On this basis,according to the three levels of meaning expression,data relationship,viewing scene and formal composition,this paper proposes and discusses the visual rhetoric methods in content and form.The specific content includes the following three aspects.(1)The Cognitive Form and Application Value of Visual RhetoricBased on the theory of "rhetorical sense" by Nobuo Sato,this paper probes into the function of “Discovery” and “Visual Mold-making” of visual rhetoric in information cognition.As a kind of cognition and creation activity,visual rhetoric promotes the renewal of information cognition mode by the stimulation of feeling,and its visual language description of feeling is the visual modeling of cognition.This paper proposes and discusses the three levels of visual rhetoric as the modeling of information cognition,including the discovery of beauty,the creation of information ideas and the stimulation of meaning interpretation.(2)Visual Rhetoric Methods at the Content Level of InfographicsBased on two levels of meaning expression: data relation and viewing scene,this paper proposes that the content level of visual rhetoric method is the “Discovery” and “Visual Moldmaking” of information viewpoint,information structure and viewing scene.Based on the creative connection between abstract data and visual images,this paper summarizes the visual modeling methods such as metaphor,exaggeration,symbol and contrast.Based on the structure of information cognition under order,this paper summarizes the logical order clues such as time,space,hierarchy and sensation.Based on the relationship between perspective and cognitive path,this paper proposes a method of information cognition that limits perspective and visual field.(3)Visual Rhetoric Method at the Form Level of InfographicsBased on the meaning expression function of formal composition,this paper analyzes and summarizes three kinds of visual rhetoric methods at the formal level.Based on the correspondence between visual logic and information thinking order,this paper proposes three modeling methods: visual mutation design,visual hierarchy design and visual streamline design.From the view of “Graph-Number relationship” and data bearing capacity,this paper proposes the data modeling methods,including changing shapes,filling patterns and adding dimensions.Based on the relationship between emotion and cognition,this paper puts forward the rhetorical cognition method: maintaining the consistency of emotion and information,eliminating the fear with beauty.