More than numbers and graphs: How to do annual report design

Just the idea of having to read an annual report gives many people a headache, but this does not always need to be the case. If you take a look at annual reports issued by numerous companies over the years, many give the impression that this is no more than a necessary evil. But there's a real lost opportunity with annual reports. A well-designed annual report focusing on the reader - and not just pages and pages of graphs and figures - can be a fine channel for building a brand.

Make the Most of the Opportunities That Digitalisation Offers

The days of everyone releasing supplementary and painstakingly produced company brochures are numbered. Everyday digital life has taken over more and more, and websites are now where stakeholders search for information about different companies. This does not mean that the need to tell all about your company and brand has gone, but the communication channels we use have changed. Websites are (ideally) regularly updated, and the traditional company brochure can be at risk of becoming out of date in a very short time. There is also a need to provide information on the state of affairs in a collective manner for investors and other stakeholders.

Since you need to publish annual accounts and an annual report regardless, why not take this opportunity to brand it? Those reading the annual report are an extremely interesting and important target group for most companies. They are already interested in the company and open to information, in contrast to others that we need to assume are initially not interested in what you have to say and thereby a much harder target group to reach. That's why I believe you have a golden opportunity to add more to an annual report than just what we are forced to. We have the chance to tell people who we are and what we stand for. A summary of the year that has passed and visions for the future.

Tackle It from a Different Angle

Some people like to say that annual reports are "boring shit in nice wrapping", and thus are not very interested. Unfortunately, many reports fit this description. But it doesn't have to be this way. You need to tackle it from a different angle. If you treat the annual report like a magazine or extended presentation, you will also achieve a different result. The most important thing to start with is having a consistent concept and a clear message for the report. Then the content will naturally follow. In addition to the compulsory content of the report, think about what could be worth telling to support the brand you wish to be. Which angles will suit the concept and support the perception of your brand?

"Since you need to publish annual accounts and an annual report anyway, why not take the opportunity to brand it?"

Are some milestones in the past year of particular interest, and what visions and plans do you have for the coming year? Keep the report recipient in mind while working to make the concept interesting and accessible. If there are many long information texts, these need to be split up into manageable sections so that the reader does not give up before they have begun. Emphasise what is essential and use designs and graphics to say what you want. Big figures, elegant graphs and diagrams appeal to the majority of people. Use impressive, good quality pictures and, above all, the same style. Remember that your annual report needs to communicate who your brand is and what it stands for, not just illustrate last year's results. In other words, the images and illustrations need to better communicate the brand's core rather than showing men in ties and women in dresses around a table. Text and images should then fit in with this and create a common thread the reader can follow.

Format It for Digital

In tandem with everything becoming more and more digital, annual reports have also been in this format for a long time. Some companies choose to only publish their annual report online. The report will be easily accessible to anyone, thus bringing in more readers. The digital format has many exciting opportunities for turning an annual report into an excellent brand builder. Animated graphs are a must. Watching the figures and diagrams actually grow provides an entirely different experience and grabs the reader's attention. Graphics that move, videos in various forms, and interviews with employees, the board, or customers, are all engaging opportunities to consider.

Creating a solid and good annual report requires a lot of work, but if you invest resources in this, it can be a medium that can be used throughout the year and create commitment outside the circle of shareholders and employees.

Read about our work with EVRY's annual report, which won gold in the Farmand prize for best idea and design. Or read the interview with the designer to hear more about the process of developing this particular report.