Writing Design

When I think about writing as a design, I think about writing in a certain format and writing to grab the attention of the reader. I think about if my writing is designed to be directed toward a certain person or if its generalized. Writing as a design sounds like writing in a certain way to emphasize the main point you am trying to say the post is about. Am I using humor, facts, my own opinion? Additionally I see writing as a way to effect the reader a certain way. I might write with my emotions to appeal to the audience pathos, or write more informality to appeal to the audience logos. Writing is also a form a expression. Just by reading someones writing you can tell what kind of person they are just by their form.