Elements of Ethos in Web Design  

When designing a complex online system, thoughtful use of appropriate prose style, information architecture and interface design all play a part in establishing a useful link between the designers of an online environment and the users of that environment. To keep users interested and engaged with the information in an online system, creating an engaging ethos for the site is essential. To learn how to apply ethos not only in prose style, but also in overall design, we must look to how ethos has been put to use in the past with the written and spoken word.

Damron, V. Michele, David Gillette and Dan Jones. STC Proceedings (2000). Presentations>Web Design