Principles of Document Design

This publication on the principles of document design is the second of a five-part series on document design. This series also covers the document design process, elements of document design, graphic file formats, and brochure and newsletter design. Updates previous version: Telg, Ricky. 2012. “Principles of Document Design”. EDIS 2012 (7). https://journals.flvc.org/edis/article/view/119919.

Graphic File Formats

This publication on graphic file formats is the fourth of a five-part series on document design. This series also covers the document design process, principles of document design, elements of document design, and brochure and newsletter design. Previous version: Telg, Ricky. 2012. “Graphic File Formats”. EDIS 2012 (7). https://journals.flvc.org/edis/article/view/119921.

Brochures and Newsletters

This publication on brochure and newsletter design is the fifth of a five-part series on document design. This series also covers the document design process, principles of document design, elements of document design, and graphic file formats. Updated from previous version: Telg, Ricky. 2012. “Brochures and Newsletters”. EDIS 2012 (7). https://journals.flvc.org/edis/article/view/119922.

Elements of Document Design

This publication on the elements document design is the third of a five-part series on document design. This series also covers the document design process, principles of document design, graphic file formats, and brochure and newsletter design. Updates previous version: Telg, Ricky. 2012. “Elements of Document Design.” EDIS 2012 (7). https://journals.flvc.org/edis/article/view/119920.

Brewing up brand loyalty: the rhetorical construction of the Starbucks rewards user interface and how consumer behaviour is influenced through gamification and visual tropes

Today, in the absence of a company’s product or service offering, a mobile-based loyalty application can be used as a non-transactional mechanism to shape consumer behavior. This Major Research Paper takes a look into the Starbucks Rewards loyalty program platform, both from a mobile application as well as a desktop website perspective, to understand how Starbucks generates customer loyalty in the multi-billion-dollar coffee market through the application of game elements and strategic document design within the platform’s user interface. Based on a comprehensive review of Starbucks Rewards, this project addresses the following research questions: 1) In the development of a loyalty application, has Starbucks employed elements that address a consumer’s behavioural motivations for autonomy, competence and relation? and 2) Within the scope of gamification and document design, how are the rhetorical appeals of ethos, pathos and logos employed in the user interface visuals of the Starbucks Rewards app and website? Starbucks has carefully employed principles of design within loyalty marketing efforts to manipulate the communicative intent of visualizations, capitalizing on the human mind in favour of company objectives.

Brewing up brand loyalty: the rhetorical construction of the Starbucks rewards user interface and how consumer behaviour is influenced through gamification and visual tropes

Today, in the absence of a company’s product or service offering, a mobile-based loyalty application can be used as a non-transactional mechanism to shape consumer behavior. This Major Research Paper takes a look into the Starbucks Rewards loyalty program platform, both from a mobile application as well as a desktop website perspective, to understand how Starbucks generates customer loyalty in the multi-billion-dollar coffee market through the application of game elements and strategic document design within the platform’s user interface. Based on a comprehensive review of Starbucks Rewards, this project addresses the following research questions: 1) In the development of a loyalty application, has Starbucks employed elements that address a consumer’s behavioural motivations for autonomy, competence and relation? and 2) Within the scope of gamification and document design, how are the rhetorical appeals of ethos, pathos and logos employed in the user interface visuals of the Starbucks Rewards app and website? Starbucks has carefully employed principles of design within loyalty marketing efforts to manipulate the communicative intent of visualizations, capitalizing on the human mind in favour of company objectives.

You’ve got mail: an analysis of direct mail and direct email fundraising letters

In recent years, online fundraising (e-philanthropy) has grown to become a critical component of charitable fundraising in the Western world. The rapid development and proliferation of e-philanthropy means the need to critically investigate digital spaces as distinct communicative entities has now become necessary. Research in the field has revealed that digital documents differ from their hardcopy equivalents in terms of how they are consumed, since readers’ expectations vary when reading online vs. offline documents. The following research paper explores the direct mail fundraising letters and email appeal campaigns of three non-profit organizations operating in Toronto, Canada. Using Karen A. Schriver’s model for Document Design and Vijay Bhatia and Thomas A. Upton’s seven-move discourse structure for the direct mail letter genre, the goal of this MRP is to compare and contrast the traditional direct mail letter to its digital counterpart in order to identify the differences between the written rhetorical and visual document design strategy applied to each medium. A comparison between the printed and digital formats of the direct mail letters will hopefully provide a better understanding of how the traditional direct mail fundraising letter should be tailored for successful online consumption.

You’ve got mail: an analysis of direct mail and direct email fundraising letters

In recent years, online fundraising (e-philanthropy) has grown to become a critical component of charitable fundraising in the Western world. The rapid development and proliferation of e-philanthropy means the need to critically investigate digital spaces as distinct communicative entities has now become necessary. Research in the field has revealed that digital documents differ from their hardcopy equivalents in terms of how they are consumed, since readers’ expectations vary when reading online vs. offline documents. The following research paper explores the direct mail fundraising letters and email appeal campaigns of three non-profit organizations operating in Toronto, Canada. Using Karen A. Schriver’s model for Document Design and Vijay Bhatia and Thomas A. Upton’s seven-move discourse structure for the direct mail letter genre, the goal of this MRP is to compare and contrast the traditional direct mail letter to its digital counterpart in order to identify the differences between the written rhetorical and visual document design strategy applied to each medium. A comparison between the printed and digital formats of the direct mail letters will hopefully provide a better understanding of how the traditional direct mail fundraising letter should be tailored for successful online consumption.

Document Design

This publication on the document design process is the first of a five-part series on document design. This series also covers principles of document design, elements of document design, graphic file formats, and brochure and newsletter design. Updates previous version: Telg, Ricky. 2012. “Document Design”. EDIS 2012 (7). https://journals.flvc.org/edis/article/view/119918.