Do Graphic Designers Ever Construct an Argument?

Abstract When the ten classes of signs postulated by the founder of scientific semiotics, American Philosopher Charles Sanders Peirce, are applied to the world of visual communication, a question arises about the class he labels "Argument". Can a graphic designer construct, in the arrangement of his visual materials, a complete argument? This is the question pursued in this paper. After translating Peirce's classes into language familiar to the design industry, and looking at the requirements of Argument as a discrete class of signs, I suggest that designers always produce assertions, but rarely, perhaps never, do they construct a complete argument