Unpacking Important Words

IHI = Mastery, Skill, Understanding, Empathy (How it's done)
WEHI = Feeling


PATHOS

• Colour
• Movement
• Scale
• Line
• Icons
• Symbols
• Signs
• Space
• Perspective
• Symmetry
• Asymmetry

LOGOS

• Heading
• Tagline/Strapline
• Tone
• Type
• Font
• Scale
• Legibility
• Persuasive
• Rhetorical

ETHOS

• Juxtaposition
• Tension
• Contrast
• Provocation
• Challenge
• Ethos can be humorous, playful, satirical, black/sardonic, pastiche