TYPE AND IMAGE by Meggs, pg 130
Styles as a Message
Decoration can communicate and enhance graphic design. These stylistic approaches ornament is a greater sense to the viewers experiences with design. It adds connotative expression to denotative forms.
Through the use of a san serif letterform, design and the bauhaus movement was able to simplify a written form and create the simple "skeleton" and basis to stylize a typeface to appropriate it to that movement. The "drive toward simplification", addresses simplification in the interest of legibility, clean proportions grounded on basic geometric elements, renunciation of serifs, and adaptation to typewriter or machine print.
Historicism is the slavish copying of historical precedents and when it meets eclecticism (elements from ficerse sources and combining them into acceptable styles) both of these actions result in pluralistic reinvention.
Ethos; credibility or ethical appeal is convincing the character of the author. For packaging design, or anything really (applying to ethos) you need to respect and believe in the project, person or problem, in order to give attention to it.
What comes to mind? Good character, respect, trust, worthy, likable.
Pathos; emotional or persuading by appealing to the reader's emotions. This is also used as a means of persuasion. Emotional appeal can effectively enhance an argument.
What comes to mind? Emotion, sense of identity, self-interest, identity, personal.
Logos; logical or the means of persuading by the use of reasoning. This was Aristotle's favorite technique. You look at deductive and inductive reasoning to back up your claim. Giving reasons is the heart of the argument.
What comes to mind? Logic, reasoning, situational, reasons, goals, ideal.