Visuals are an integral and critical part of all recruitment/promotional materials. This thesis examines the role that visuals play in Iowa State University's recruitment/promotional materials specifically as they pertain to minority students. Twelve minority students of different American ethnic backgrounds were interviewed about the recruitment/promotional materials they received about Iowa State prior to their attendance. The interviewees were shown a selection of recruitment/promotional materials from different years and then asked to recollect what expectations were created about Iowa State when they received the materials. They were then asked how their actual experiences matched those expectations.