Visual Rhetoric of COLORS Magazine

As the field of graphic design continues to evolve as an academic discipline, particularly for its role in contemporary communication, Tibor Kalman’s work at COLORS magazine emerges as a pioneering force. Drawing on typologies for visual rhetoric developed by Phillips & McQuarrie, Almeida, and Dyer / Durand, this paper explores the rhetorical techniques that allow COLORS magazine to function so seamlessly as both an instance of advertisement and journalism. The paper concludes by reflecting on Kalman’s enduring influence on contemporary journalism, and his ability to showcase the power of graphic design to inform global audiences.