Client: Turtle Key Arts
“Take our annual report design away from the dull, heavy-going stereotype”
A company annual report reviews their activities and financial performance over the previous year. This information is traditionally shared in the form of a printed, booklet-style publication. But popularity within digital formats is growing.
Annual reports are often described as ‘dull’, ‘heavy going’ and a ‘design drag’ but they really don’t have to be! There are many simple and creative things designers can do to put an end to this stereotype. They can create something that is memorable and engaging.
Annual report design helps tell a story. But as importantly, it is a branding element. It helps your company’s people better understand you. It also gives those yet to be a part of your organisation, a tour. The type of language used in an annual report is very important. The text must flow and be understood by whoever might be reading it. By avoiding jargon, writing simple sentences, incorporating strong, active verbs and using striking imagery you create something that people are more likely to read and remember.
We can’t emphasise enough how important space is across design in general. Space has an enormous impact. Especially within text heavy content like annual reports. Margins and columns can help break up large sections of text. This gives the information room to breathe. Adjusting the leading (vertical space between each line of text) opens up the text making the pages feel lighter. This, in turn, makes it easier to digest the vast amounts of information.
Visualising data is another fantastic tool to break up lots of text. It also adds another engaging element to the annual report design. Infographics, graphs and charts are a great aid to understanding complicated data. Formatting it in this way makes for a straightforward read. Therefore making it easier to understand and remember.
Annual Report Imagery
Using imagery within an annual report is part of telling a story. It is a powerful means of communication. Images engage readers and help build your company’s identity. It communicates what you are all about. Images covey a message faster than any piece of text.
Collectively, all of the information within an annual report can be broken down into chapters. This process creates natural flow, organisation and allows readers to navigate the document easily. Utilising page spreads and combining the design with colour gives the reader and sense of direction. It makes vital information easier to pull out and make prominent on a page.
Turtle Key asked topright to tell their 2020 story through a 40 page report. Using the techniques above we created them a report that looked professional, conveyed their message & vision clearly and educated their audience about what they have done, laying the groundwork for their future plans.