Part of learning a discipline’s genres is learning how one’s work must be presented. Students confronting this economy of genre sometimes chafe at its restrictions, and their apprehension reveals unsuspected stakes for technical communication. In interviews, students discuss how their final presentations fail to capture the sophistication and the nuances of their designs, suggesting that learning genres is not just about participation but also about letting go of competing ways of conceiving practice.

This article presents a case study using ethnographic and visual methods to investigate the framing activity of engineering students. Findings suggest students use the rhetorical figure of hypotyposis to produce the vivid images needed to frame engineering constraints. Data reveal students multimodally inducing collaboration between group members to construct images as ways to configure engineering constraints. The author argues for the usefulness of hypotyposis for understanding the framing of engineers, technical communicators, and other designers.