Amnesty International's use of typography and visual design

Typography Graphic

For any organization, the way they communicate to the audience will determine their influence on a host of issues. In the case of Amnesty International, the human rights group is dealing with a conflict of interest by having a former Guantanamo detainee (Moazzam Begg) working with them. This is troubling, because the radical Islamist views that Begg will frequently discuss are in direct conflict with the ideals of the group (i.e. human rights and equality). ("Amnesty International") To fully understand how this is taking place requires looking at the organization's web site. This will be accomplished by studying: their audience, the purpose, the context and visual cues of the typography. Together, these different elements will support the thesis statement of how the viewer is impacted by what they see and read.

The Audience

The audience that the Amnesty International is trying to reach out to is individuals who are citizens of various countries around the globe. Their reports are designed to spotlight the different human rights abuses that are occurring. There use of the black background is instilling a certain amount of fear. The bright yellow boxes are utilized to create feelings of comfort (knowing that they are fighting against these kinds of abuses around the globe). The moving video is designed to cover current news and events that are surrounding human rights related issues. ("Amnesty International")

Does the document do anything to visually address a particular audience?

The photos on the home page show someone being arrested in Cuba for speaking out against human rights. In the next frame, it is illustrating how the group is against anyone that is supplying arms to permit atrocities to be committed (such as: genocide). This helps to give the reader an idea about what the organization stands for. ("Amnesty International")

Does the document ask for or require any background familiarity with its subject matter or is it referencing a popular, visual style that certain audiences are more likely to recognize?

There is a certain amount of familiarity with the subject matter. This is because the web site is showing images that could appear to be some kind of news broadcast. Yet, in reality these images are nothing more than specific photos that are designed to have an emotional impact everyone. At the same time, it is referenced as a popular style, by making this appear to be a news organization vs. A human rights group (on the home page). As a result, these elements are used in conjunction with one another to inform the audience about a host of human rights related issues. ("Amnesty International")

Context

To fully understand the context of Amnesty International's web site requires looking at: typography and the graphic design layout. As far as the typography is concerned, the web site is using different forms of print that are integrated with various colors from the background. A good example of this can be seen by looking the image of the Pope visiting Cuba on the home page. The headline that is utilized to influence the audience is, "Cuban Authorities Round up Activists and Block Communications as Pope Ends Visit." ("Amnesty International") To highlight this sense of concern, these words were placed in white, underlined and superimposed into the black background. This is showing how Amnesty International is using the typography to call attention to areas of concern. ("Amnesty International")

The graphic design layout is to show current events that are most troubling to executives. This is placed at the top of the home page. Then, there is the message of hope that they are fighting against these kinds of injustices by working together. On other pages of the web site is when there is a discussion about: the group, how someone can make a difference, what they can do to stay informed and current news. Moreover, there is a section on the home page that allows everyone to download various reports that have been compiled by the group. This helps to provide a sense of balance, unity and clarity about the organizational objectives. ("Amnesty International")

The Use of Rhetorical Strategies

A rhetorical strategy is utilized by organizations to present their ideas and to provide the audience with a logical flow. In the case of Amnesty International, they are using an approach that is based on: expose, narration and persuasion. The way that expose is used is to illustrate the various abuses that occur around the world is by: showing a photo album of images on the home page. The narration will occur with how these ideas are discussed in the stories that are highlighted and the images with them.

To persuade everyone that something needs to be done there are different words that are used to insight anger. A good example of this can be seen by looking no further than an article titled Maldives must investigate sexual harassment of detained women protesters. Inside the article, there are various words that are used to influence the readers.

Evidence of this can be seen with the passage saying, "Maldives authorities must immediately investigate allegations that police beat and sexually harassed four women detained during an anti-government rally, Amnesty International said. According to testimony gathered by Amnesty International, the women, who were arrested on 19 March, were beaten during and after their arrest. While in detention they were forced to undergo naked body checks on the spurious suspicion of concealing drugs in their genitals. They were forced to strip and squat several times while in prison." ("Maldives must investigate sexual harassment of detained women protesters") This is illustrating how persuasive words are used to highlight the seriousness of the situation. ("Amnesty International")

The use of these strategies is showing how Amnesty International is taking an approach of reaching out to the audience by shocking them. This is accomplished through: the photos, colors and images that are placed on their web site. They will then, take this one step further to show how these issues must be addressed. The combination of these factors is designed to create a sense of outrage about what is happening. ("Amnesty International")

This is the point that everyone can be able to understand the events that are taking place and will be motivated to support the programs that are sponsored by the group. To do this, there is a host of links that will inform the audience about their purpose, how they can become involved and why human rights are important. Once this happens, is when the web site is reaching out to a large number of visitors. This is taking place by making them feel a sense of anger about the lack of respect for human rights related issues (despite the challenges that they are facing). Over the course of time, this helps the group to attract donations and new members who will openly support their activities. ("Amnesty International")