Influence of Burke and Lessing on the Semiotic Theory of Document Design: Ideologies and Good Visual Images of Documents    

The syntactic aspect of semiotic theory, especially its "aesthetic principle," is very influential in document design theories and practices. It has its roots in Burke's and Lessing s gender-related theories of images. Thus, it is laden with ideologies: it embodies our patriarchal attitudes and our iconophobia. Employing the semiotic theory in document design, we are making choices to reinforce the gender-related ideology in Burke's and Lessing's theories. It is time for us to re-conceive the "aesthetic principle" by de-emphasizing it and to adopt the reconciliation approach to design effective documents targeted at various rhetorical situations.

Ding, Daniel D. Journal of Technical Writing and Communication (2000). Articles>Document Design>Visual Rhetoric>Theory

Seeing and Using Theories for Design  

In recent years, the subject of research has attracted much attention within the field of design. In this discussion, suggestion has been made about the importance of descriptive/explanatory theory for the practice of design. Given that design is prescriptive by nature, between description and prescription, there is a gap. The gap suggests that the function and value of theory in design practice and thus its evaluation require further examination, clarification and demonstration. The practical value of theory in scientific inquiry is unquestionable. Theory is often referred as the foundation of sciences. Since the immediate goal of scientific practice is different from that of design practice, can the same be said about theory for design? Taking a perspective of a designer, my starting point is that theory, like any information, needs to be brought to life by our way of seeing and using it. Through reflecting on how I have evaluated and used developmental theories for a conceptual design of HIV prevention communication. I will bring up the issue of user in theory evaluation, attempt to demonstrate theory is (made) useful (by)/to designing and put into perspective the value of descriptive/explanatory theory to designing.

Chow, Rosan. University of Alberta (2003). Design>Document Design>Theory>Visual Rhetoric