Chris Cureton: Brand Consultant, Art Director & Graphic Designer - Design Greatness


The blog of Brand Consultant and Designer. Chris Cureton: Thoughts on Branding and Design.

Ethos, Pathos and Logos

Aristotle formulated Rhetoric, the art of persuasion, using the terms Ethos, Pathos and Logos; each term symbolizes an appeal used in the process of persuading. Dating from the 4th century, these ideas continue to serve as useful tools to not only persuade but to also help define and find truth in our own arguments. 

Ethos appeals to ethics with the purpose of convincing an audience of the character and credibility of the persuader. Pathos appeals to emotion with the purpose of creating an emotional response from the audience. Logos appeals to logic with the purpose of convincing the audience of the proposed argument through the use of reason.

Without understanding how persuasion works, communicating our ideas and convincing others of their worth becomes a complicated task. These three principles, Ethos, Pathos and Logos, outline why someone's proposition should be listened to, why the audience should care, and why caring makes sense. 

Read more: Highlight Your Strengths, How to Communicate Your Idea, How to Market Your Craft

TheoryChris Cureton