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choice a graphic designer makes in his or her design from the typeface to the compositions,
color, emphasis, etc., will have profound effect on the viewer and therefore is considered to
be rhetorical choices. Therefore, any communication is persuasion, and since graphic design
is a type of communication, all graphic products have a rhetorical function which aims
change people’s behavior in someway (Kinross 1985).
2.2.5 Persuasion in Infographics
Infographic is often seen as a type of graphic design where all elements seem to point
toward objectivity. Like all communication, the designer makes several decisions in the
process of designing an infographic that contains persuasive influence over the viewers. Robin
Kinross, author of “Rhetoric of Neutrality” (1985), claimed that neutrality in any form of
communication including graphic design is already making an argument. Infographic does not
only aid the understanding of complex content but also has to make it convincing.
Believability is the essential part of infographic design and this is where persuasion in
infographic design comes in. The illusion of neutrality is the most persuasive part of all
(Kinross 1984). “A distinction is customarily made between design for information, for
example, timetables, and design for persuasion, for example, advertising; above all…this
distinction cannot be a clear one.” (Kinross 1985)
Making an infographic credible is one of themajor persuasive properties of infographic design,
but it is not the only one. By communicating complicated information in a way that is
clearer, some parts of the information will be omitted, and what is left out is the decision of
the designer. Other factors include making the information inviting and accessible to certain
target audience. Typical persuasive design tactic are still there, from the choice of typeface
to the way certain information is emphasized. Nomatter what type of design is any designer,
or communicator, will have influence over the viewers’ interpretation and the type of
information they received (Kinross 1985).
2.2.6 Graphic Design inMotion
In the past decade, graphic design works have moved from being presented only on flat
printing materials to being shown on televisions and computer screens. Logos, signage
systems, symbols, and evenmagazines are being animated with profound effects on the way
audiences perceived the design. Just like how a unique jingle can be used as an identifier of
a brand, the way the logos are animated has also become an important part of the brand
identity. Motion helps to reinforce mood and tone of the brand and also enhance brand’s
