Untangling Rhetoric, Pathos, and Aesthetics in Data Visualization

Contemporary discourse on data communication has discussed logos (reason) and, more recently, ethos (credibility) extensively. While the concept of pathos (emotional appeal) has received growing attention in the visualization community in recent years, its connection to related concepts such as rhetoric and aesthetics remains underexplored. In this paper, we provide working definitions of these terms, contextualize them within data visualization, and explore their overlaps and differences in light of their historical development. This historical perspective offers a more holistic understanding of how these approaches in science and philosophy have evolved over time, contributing to a deeper comprehension of their integration into the design process. Drawing on Campbell's seven circumstances, we illustrate how pathos functions as a rhetorical strategy in contemporary data visualizations, examining the interplay of rhetorical strategies, aesthetic qualities, and offering our interpretation of how these elements work together.