Rhetoric
Rhetoric concepts help you analyze a situation's needs and respond appropriately through communicative acts. Rhetoric deals with probable rather than certain effects.
Document-Level Aspects
Document-level aspects operate on the macro-scale of the overall design. They describe the relationships among multiple design objects contained within the whole document.
Object-Level Aspects
A design object is any group of text, images, and/or graphic marks that can constitute an individual unit within a document. Object-level aspects describe their variable characteristics.
Design Principles
Design principles articulate how document- and object-level properties can interact to achieve specific effects.
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