Page 47 - Graphic Design and Print Production Fundamentals

Graphic Design 35
prose, a simile compares an unfamiliar thing to a familiar thing (an object, event, process, etc.) known
to the reader. (Harris, 2013)

Follow the link to see an example: Strong Handle Billboard

Synecdoche is a type of metaphor in which part of something stands for the whole, or the whole stands
for a part. It can encompass many forms such that any portion or quality of a thing is represented by the
thing itself, or vice versa (Harris, 2013).

Follow the link to see an example: A Global Warming Poster

Understatement deliberately expresses a concept or idea with less importance as would be expected.
This could be to effect irony, or simply to convey politeness or tact. If the audience is familiar with
the facts already, understatement may be employed in order to encourage the readers to draw their own
conclusions (Harris, 2013).
For example: instead of endeavouring to describe in a few words the horrors and destruction of the
1906 earthquake in San Francisco, a writer might state: The 1906 San Francisco earthquake interrupted
business somewhat in the downtown area.

Follow the link to see an example: Nike’s Just Do It

An excellent online resource for exploring different rhetorical devices is “A Handbook of Rhetorical
Devices” (Harris, 2013). The definitions above have been paraphrased from this site.

Developmental Stages of Design

No design work should ever be done without going through an iterative development process in which
you try out different ideas and visual approaches, compare and evaluate them, and select the best options
to proceed with. This applies to both form and content.

The development of the concept starts with brainstorming as wide a range of ideas as possible, and
refining them through a number of development stages until you are left with those that solve the
communication problem most effectively.

The development of graphic forms starts with exploring a wide range of styles, colours, textures,
imagery, and other graphic devices and refining them through development stages until you are left with
those that best reinforce the concept and message.

The development process starts with thumbnails and works through rough layouts and comprehensives
to the final solution. Thumbnails are small, simple hand-drawn sketches, with minimal information.
These are intended for the designer’s use and, like concept maps, are visuals created for comparison.
These are not meant to be shown to clients.

Their uses include:

• Concept development and visualization of ideas
• Preliminary evaluation of content (they allow you to sift and sort ideas quickly and
effectively)