Although 2020 isn’t the year we want to reminisce on, creating an annual report is still on the agenda for most companies. Now that we mostly communicate online, you mustn’t bore readers with a static document that no one wants to read. There are many tools available nowadays to create an engaging, visually pleasing annual report that readers will remember. In this article, we will provide you with 7 tips on bringing your annual report to life.
A digital annual report with impact
Your company’s annual report is an important piece of content to provide insight into performance in the form of statistics, goals and achievements. Every year, companies aim to seduce potential investors and provide transparency to stakeholders. The more impact you make with your annual report, the more you increase your chances of being remembered.
We know that static communication is becoming a thing of the past - especially “interactive” PDFs. The presentation of content has become just as important as its quality, and that is why more companies are now creating digital publications to share with their audience. Publishing your annual report digitally makes it easily accessible to your audience on any device. More importantly, a digital format can contain interactive and dynamic elements, such as animations and transitions - a key factor to enhance engagement.
How to create an engaging annual report
How exactly do you go about captivating your reader with facts and figures? The key to an engaging report is to deliver the best content experience possible. The reading experience is dependent on two factors: copy and design. While your copy needs to be concise and of good quality, your design is in charge of guiding your reader through the content. Striking a balance between the two is essential.
Often, we see clients finalise their copy and struggle with fitting it into a design. Here are 7 tips to create an engaging digital annual report design that utilises the power of digital.
1. Go for dynamic
Now that we’re bound to our homes thanks to the pandemic, the best and most efficient way to communicate your report is to publish and share it online. And we don’t mean sending it as a PDF (which doesn’t work well) - we want to emphasise exploring further and opting for a digitally dynamic format. Readers expect to be entertained nowadays and your annual report is no exception. A dynamic format enables the option for various multimedia and moving elements which cannot be included in a static document.
2. Show, don’t tell
A digital annual report has the ability to visualise complex data and information. That way, a 100-page report is transformed into a mere 10 pages that are enriched with interactive animations, infographics and embedded media such as video. The key takeaway here is to omit lengthy descriptions and capture information in visual elements as much as possible.
If your annual report discusses a certain topic, for example, sustainability, use that as a guideline for your visual narrative. This will enhance the overall experience, though try to keep it in line with your brand’s visual identity.
3. Make it interactive
Interactivity is where the magic happens - the actual key to bringing your annual report to life. Communication indicates a two-way street and interactivity makes it so. It is time to involve your shareholders, from employees to suppliers and customers by integrating videos, links, clickables, forms, multimedia and even quizzes. The point is to make your reader interact with your document. This also provides you with insight into their reading behaviour if you have the option to integrate an analytical tool like Google Analytics.
4. Let your workforce do the talking - literally
An especially strong storytelling medium is video. It’s perfect for sharing informative content that's quick and easy to digest. Use it to communicate highlights of the year or incorporate interviews with your employees. It is a great way to show the faces behind the company and make your report more down-to-earth.
5. Surprise with animations
We’re so used to reading static documents that even a little motion can surprise us. Animations are a great method to capture attention. However, they can also serve as a mechanism to direct attention to certain sections and to guide your reader through your content. Try adding motion to images, illustrations, data visualizations or typography to prolong reader engagement.
6. Data storytelling
If you want to ensure that your readers understand all the data that you want to include in your report, then we are big advocates of visualising your data. Today, there are even tools designed for that very purpose alone. Not only does it effectively grab attention, but it also makes complex data easier to digest. Data storytelling takes this a step further and advocates the process of telling a story supported by data visualisations.
7. Test for responsiveness and accessibility
A very large portion of internet users browse on their mobile devices. Chances are likely that your annual report is to be read on a mobile device. To make sure everyone can read your report, you have to make sure it is optimised for smartphones. This is also known as responsiveness. Moreover, to make sure you cater to your whole audience, you will need to look into web accessibility. This is the process of designing and publishing your report in such a way that readers with disabilities can navigate through it without issues.
Digital annual report examples to get inspired
- LC Packaging - annual report 2023: clean corporate style with a focus on sustainability
- WSRL - annual report 2019: playful with a remarkable interactive map
- Denstu - a year in review 2020: microsite that guides a reader through the report
- ETZ - annual report 2022: clean, professional slide publication with clear branding
Embrace the power of good annual report design
Every piece of communication is an opportunity to grab the attention of your audience and turn them into brand ambassadors. If you package your digital report the right way its design will encourage your audience to spend more time with your content. The more time they spend, the more invested they’ll become - and interactive content is at the core of it. There are endless benefits to digital publications. So what’s keeping you? Start planning your digital annual report for this year!
Care for more tips on designing your annual report? Check out our how-to guide on creating an interactive annual report that is enjoyable to read.
Create your next annual report with Maglr
Ready to level up your annual reports and let them double as a marketing tool? With the Maglr platform, creating sleek digital annual reports is easy. Get started yourself with a 14-day trial or ask us about our in-house design team to take care of your report for you.
