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While the contents of an annual report are serious, you can choose to design your report to be visually appealing without affecting professionalism. This allows for an excellent opportunity where your annual report can double as a marketing tool. We emphasise not to underestimate good annual report design. In this article, we’ll help you understand what great annual report design is and provide you with some examples to get inspired.
What is an annual report?
Let’s state the obvious: an annual report is a report that is published, well… annually. However, to be more precise, an annual report is an overarching term for reports published by businesses reflecting on the activities of the preceding year. Often such a report elaborates on the company’s operations, financial performance, and actions in regards to climate change and social responsibility. These topics may be combined in one large report, though it is not unusual to report certain topics separately. For example, CSR reports are a very specific type of report about sustainability and corporate social responsibility.
When creating an annual report for the sake of generally reporting on your business, you’re expected to include at least some crucial components. In a nutshell, these are:
- General corporate information: such as revenue, your number of employees, and location
- Performance highlights: achievements from last year
- Financial statements: insight into your cash flow
- Future outlook: plans for the future and elaborating on strategy
Who do you write an annual report for?
Creating and designing an annual report can be a lot of work, but some benefits make the effort worth it. The common reason for publishing an annual report is to provide transparency. Current shareholders and potential investors use the information in the report to make decisions about investments. Not only does such transparency attract more investors, it also builds trust. It shows that your company takes accountability for its actions, enhancing its reputation.
Are annual reports mandatory?
Overall publishing an annual report is not strictly mandatory, and many companies tend to choose to do so for the sake of transparency. However, in some cases, producing an annual report may be required by law. Naturally, this is dependent on which country you live in. The incorporation of the CSRD in the European Union (EU) does obligate some form of sustainability reporting for many companies based in the EU. Moreover, in the US, annual reports have been mandatory since the Wall Street Crash of 1929. Therefore, it is recommended to check which laws apply to your business on your government’s website.
Why you should stop using PDFs
The standard for most companies is to create their annual report in programs like Word and InDesign and then export it to PDF. The PDF becomes available as a download on the company’s website. While this was a common practice years ago, we now have better alternatives.
Readers expect to be engaged and entertained at all times, especially in today’s media landscape. We’ve also mentioned how your annual report can be used for marketing purposes, building trust and brand awareness. If that is your goal, a PDF file (or any other static document) is not going to cut it.
Various digital publishing platforms offer more modernised ways to publish your annual report. The output resembles a standalone website-like format that is interactive and full of rich animations and multimedia. This allows you to think outside of the box, for example, including a filmed foreword of your CEO instead of written. If you decide to get really creative with your designs, you may even find yourself competing for awards such as the Red Dot.
How to design a good annual report
What exactly defines “good design” in annual reports? For that, we need to consider who is reading our report and for what purpose. With that in mind, we have composed some tips to make your next digital report a success.
Create an interesting cover
In the case of a digital annual report, we can’t speak of a “traditional” cover. What we mean here is the entry point for the reader, in websites called the “homepage”. An interesting cover should reflect your brand and clearly state what the report is about. Having a good cover makes readers more willing to read your report and associate its content with your brand. This way, your annual report is off to a good start.
The design should reflect your brand
An essential detail in annual report design is to make sure to use your own logo, colours and fonts. The design should be unmistakably your brand. Your marketing team will be happy to see that the report carries the same ‘look and feel’ as the rest of your communication. Think about your report’s layout, but don’t forget to incorporate the same style in visual elements, such as infographics or charts.
Clear navigation
Clear navigation is essential. The reality is that most annual reports will be skimmed. As they can be lengthy, most readers will search for pieces of information that matter most to them. Therefore, it is crucial to incorporate a table of contents and/or a centralised navigation. Besides quick navigation, it provides a summarised overview of the topics that are discussed in the report. Additionally, most online reports allow the tracking of reading behaviour. Simply keep an eye on which sections are clicked to most as that should tell you more about your audience’s interests.
Get to the point
As mentioned before, a large portion of your readers will be skimming your report, searching for the facts and numbers. For that reason, it is important to get to the point and leave out any unnecessary details and anecdotes. Separate your information into concise sections and keep them short and scannable. In addition, visualise your data and use design techniques to emphasise the highlights. That way, your report becomes pleasurable to read and easier to digest.
Make your report interactive
One of the strongest benefits of a digital annual report is the ability to add interactivity. Your report is no longer a static document but becomes part of the web with clickable elements. Most digital publishing platforms contain a library with effects and animations. Others will let you add multimedia and forms. You could even try adding 3D models or interactive maps. By adding interactivity, you’re involving your reader and are making your annual report a memorable experience to be shared.
Visualise your data
No matter the business you’re in, your annual report will contain facts, numbers and figures from the previous year. Nobody likes scouring text or reading off tables. However, you’re in luck. Nowadays, there are many tools to visualise your data in an appealing way. Not only are animated and interactive charts more pleasurable to look at, but they’re also practical. The achievements of your company become visible at a glance. Perfect for those readers who prefer scanning.
Examples of interactive annual reports
Getting started with digital annual report design from scratch isn’t easy. Here are some examples of our clients who have gotten into the habit of creating their annual reports digitally every year.
Action - Annual report 2023
Dentsu - A year in review 2022
LC Packaging - Sustainability report 2024
Can’t get enough? Click here to check out more interactive annual reports.
Create your interactive annual report for 2024 with Maglr
Gathering all the data and copy for your annual report is enough effort as it is. Maglr offers a quick and smooth design process. Choose to design yourself with pre-made templates or unburden yourself completely by outsourcing your report to our Studio.
Curious to know what Maglr can do for you? Talk to us or get your free 14-day trial here.
