University of Rhode Island DigitalCommons@URI Open Access Master's Theses 2015 RHETORIC OF FLAT DESIGN AND SKEUOMORPHISM IN APPLE'S iOS GRAPHICAL USER INTERFACE Ambrose Curtis University of Rhode Island,
[email protected] Follow this and additional works at: https://digitalcommons.uri.edu/theses Recommended Citation Curtis, Ambrose, "RHETORIC OF FLAT DESIGN AND SKEUOMORPHISM IN APPLE'S iOS GRAPHICAL USER INTERFACE" (2015). Open Access Master's Theses. Paper 638. https://digitalcommons.uri.edu/theses/638 This Thesis is brought to you for free and open access by DigitalCommons@URI. It has been accepted for inclusion in Open Access Master's Theses by an authorized administrator of DigitalCommons@URI. For more information, please contact
[email protected]. RHETORIC OF FLAT DESIGN AND SKEUOMORPHISM IN APPLE’S iOS GRAPHICAL USER INTERFACE BY AMBROSE CURTIS A THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF ARTS IN COMMUNICATION STUDIES UNIVERSITY OF RHODE ISLAND 2015 MASTER OF ARTS THESIS OF AMBROSE CURTIS APPROVED: Thesis Committee: Major Professor Ian Reyes Adam Roth Ashish Chadha Nasser H. Zawia DEAN OF THE GRADUATE SCHOOL UNIVERSITY OF RHODE ISLAND 2015 ABSTRACT This work sets out to examine the visual rhetoric located within flat and skeuomorphic iterations of Apple’s iOS graphical user interfaces. I argue that design scholar Richard Buchannan is correct in his assertions regarding ethos, pathos, and logos in product design, but in this work I apply his ideas to Apple’s iOS graphical user interface. Buchannan suggests that much of the effectiveness of a product is based on that product’s ability to appeal to the user, by way of these Aristotelian proofs.