The World Wide Web presents information developers with the task of designing texts that will be accessed by multiple, global audiences. At the same time, Web technologypresents developers with new design constraints. Therefore,Web text development warrants new design considerations.This paper presents an approach based on the rhetoricalconcept of ethos. Four visual design considerations—pagegrid, graphic files, icons, and text structure—are reviewedbased on how decisions about each convey the ethos of theorganization.
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