'Arrangement is one of the five canons of rhetoric that discusses the importance of hierarchy and the structural set up of the page. The persuasive mode of Ethos is also at work when talking about page layout. 'Ethos' discusses credibility through important figures but alongside the importance of professionals, credibility can also be found in the aesthetic of the design. A professional aesthetic portrays to the voter, knowledge and understanding of how the subject matter should be approached and communicated.
With this summed up, below are a few layout ideas with the last layout being the final layout I decided to move forward with as it was the most successful in terms of 'arrangement' and 'Ethos'.
Layout one
This layout was one of the first. Large featured image to visually represents the most important aspect on the page. Dark overlay on top of the image to ensure readability and legibility of all text and branding on the page. In essence the page works, it's effective and clearly portrays a clear hierarchy. The main issue is Bernie's logo, the logo should be bigger and more prominent on the page as well as in original colour to ensure the American colours can be used to still influence people. The white-out logo is more of a contemporary approach but may not hold as much credibility than using the original logo.
A clear improvement from the first image. A white strip has been implemented on the bottom to allow for the logo to be in full original colour and to have space to breath. However, we can question whether the white strip is big enough? It's important to ensure that visibility is of utmost importance and with a political poster you want to make sure the voters who are walking by know who's campaign poster this is even if they don't have the time to stop and take in the full poster. They might not take the full concept in but the logo being big and bold will subconscious stay in their heads and continue to persuade.
The black overlay has been removed from the image. There are both pro and cons to this removal. Pros are that it allows the image to be more visible and blocked, obstructed or overcast by the black overlay. Cons are that the text may not be as legible to the audience, which could cause problems in regards to reliability.
Layout three // Chosen layout
The logo is now more noticeable and nearly spans one-third of the page. This change will slightly change the hierarchy. The image is now nearly as important as Bernie Sanders campaign logo, crucially demonstrating the need to make the branding as visible to the voters as possible for that extra persuasive measure. The issue of the black overlay has been solved by using a gradient. The gradient's strongest part will be positioned where the most important information is positioned and then gradually fade out to where there is no information. This gives us a 'best of both worlds' scenario, ensuring the text is clearly visible while still having most of the image uneffected by the overcast of colour.
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