Ethos, Pathos & Logos: Aristotle’s Lesson for Ethical Data Design

Aristotle argued that persuasion rests on three pillars: Ethos (credibility), Logos (logic), and Pathos (emotion). The same principles apply to data visualisation, because every chart we create communicates a message, shaping what people trust, understand, and act upon.

In this session, we explore how these 2,000-year-old ideas map directly to modern dashboard design, and why they matter for anyone building reports that influence decisions.

Through practical examples, I’ll show how accessibility strengthens Ethos by building trust, how ethical storytelling respects Pathos by avoiding misleading or manipulative design, and how human perception supports Logos by shaping clear understanding.

Attendees will leave with clear, practical principles they can immediately apply to design dashboards that people trust, understand, and act on, ethically.

1 - Understand how accessibility, transparency, and visual integrity (Ethos) directly impact credibility 2- Apply human perception and cognitive design principles (Logos) to structure dashboards, avoiding misleading or manipulative design patterns. 3- Use storytelling and framing (Pathos) to connect data to real decisions and impact, ensuring emotional engagement supports understanding and action rather than bias or pressure.