Abstract

This paper identifies basic design principles which contribute to the visual impact of architecture. Visual impact refers to direct influences on the viewer as well as indirect social influences. It is argued that visual impact results in persuasion no less effective than that associated with verbal discourse such as a speech. The paper also demonstrates how basic principles of design account for the social influence of monuments and memorials. Washington, DC, a city of monuments, is the primary focus, with specific assessments to be made of the Washington Monument, the Lincoln, Jefferson, and Franklin D. Roosevelt Memorials, as well as the World War II, Korean War, and Vietnam War Memorials. In addition to these items, the following monuments and memorials outside the continental US will be considered: Albert Memorial, London; Siegessäule, Berlin; Brandenburg Gate, Berlin; Arc de Triomphe, Paris; Trajan’s Column, Rome; Sir Walter Scott Memorial, Edinburgh; USS Arizona Memorial, Honolulu; and Admiral Nelson Memorial, London.