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). These same principles apply to data communication, because every dashboard we create persuades users what to trust, how to interpret information, and what action to take.

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.

Using practical examples, we will explore how ethics strengthens credibility (Ethos), how human perception and cognitive design principles improve understanding (Logos), and how accessibility and empathy driven design, creates more inclusive and effective dashboards (Pathos).

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

1 - Strengthen credibility through ethical design (Ethos): Learn how transparent practices, honest presentation, and responsible communication build dashboards users can trust 2 - Improve understanding through cognitive and perceptual design (Logos): Discover how human centred layout, clarity, and thoughtful visual choices support accurate interpretation of data. 3 - Design with empathy and accessibility (Pathos): Apply accessibility and inclusive design principles to ensure dashboards work for diverse audiences and support meaningful engagement