Journal of Technical Writing and Communication Aug 2026

The Variable Visual Aesthetics of Data Design: Culture, Ornament, and Rhetorical Elasticity

Charles Kostelnick Iowa State University

Abstract

Although the aesthetic dimension of charts and graphs is widely acknowledged, with principles of beauty and composition providing a touchstone for design and analysis, the qualities and functions of aesthetic elements are highly variable and mutable, both culturally and rhetorically. Culturally, data design has undergone radical shifts in taste—from elaborate Victorian designs to streamlined modernist forms to today's complex interactive displays. Rhetorically, aesthetic elements also vary in their impact: embedded in genre conventions, they foster audience expectations; they also enhance audience engagement and memory, and they generate emotional and epideictic appeals. The chief variations in the theory and application of aesthetics center on the use of ornament, especially pictorial elements. Varying perspectives on their use stem from differing cultural values and rhetorical situations—factors that provide a flexible framework for navigating the spectrum of design principles and practices.

Journal
Journal of Technical Writing and Communication
Published
2026-08-12
DOI
10.1177/00472816261471747
CompPile
Open Access
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