Visuals that make ethical appeals. In arguments and other kinds of writing, visuals can combine with text to help present a writer or an organization as trustworthy and credible. As with businesses, many institutions and individuals are now using logos and other images to brand themselves as they wish the public to see them. This logo from the Sustainable Food Laboratory suggests that the organization is concerned about both food production and the environment.

Visuals that make ethical appeals add to your credibility and fairness as a writer. Just as you probably consider the impression your Facebook profile photo makes on your audience, you should think about what kind of case you’re making for yourself when you choose images and design elements for your argument.