Ethos, Pathos, Logos


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Method Description

The participants slip into the role of the customer or user and then use the aspects ethos, logos and pathos to examine the selected idea from this point of view.

The principles of rhetoric according to Aristotle are used to think about the relationship of the three forces to each other and to identify possible weaknesses or imbalances.

Ethos is understood here as the credibility, the sense of responsibility or consciousness that connects one with an idea, service or project.

Logic (logos) should now be used to check whether the benefit and the argumentation are coherent and comprehensible from the recipient’s point of view.

Whether the company’s approaches also resonate with customers on an emotional level is examined with the emotion aspect (pathos).

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