Architectural representation’s multiple purposes include serving as working method for the architect and as communication to others. It is in communicating proposals to others that ethics issues arise. At stake are: satisfying values, meeting expectations, ‘reading’ architecture in one’s imagination, and enabling decision making. The first ethical requisite is teleological virtue: mastering the practices of representation. The second is that of deontic obligation to accurately portray design schemes to non-architects to enable the highest degree of understanding. Virtue concepts from Vitruvius to CAD, and case examples from Piranesi to Lebbeus Woods and the New Urbanists are explored.