Chapter 13 Annual Reports

1
Chapter 13Annual Reports
2
Objectives

• Realize the purpose of an annual report.
• Identify the components that comprise an annual
  report design.
• Realize that an annual report is a hybrid visual
  communications tool.
• Understand that an annual report can be in print,
  or online, or both.
• Understand the role of a theme in annual report
  design.
• Organize multiple elements into one document.
• Fully comprehend the need for unity in a
  multi-page corporate document.

3
Purpose of an Annual Report (1 of 2)

• An annual report is a document of record,
  published yearly by a publicly held corporation,
  containing information about the corporations
  fiscal condition.

Annual report Design firm Leimer Cross Design
4
Purpose of an Annual Report (2 of 2)

• It is a required report to stockholders, and is
  an important corporate document.
• It also is a marketing tool a visual
  communications tool that communicates a corporate
  image.

Annual report Design firm Leimer Cross Design
5
Components

• Part of designing an annual report entails
  juggling many components
• Graphs
• Charts
• Lists
• A large amount of text
• Product information
• Data
• Photographs
• Graphic elements

6
Skills Needed (1 of 2)

• Designing an annual report places demands on just
  about every problem-solving skill and design
  skill that a designer possesses.

Annual report Design firm Nesnadny Schwartz
7
Skills Needed (2 of 2)

• A designer must have
• Excellent compositional skills
• The ability to make information accessible and
  relevant
• The ability to unify a large amount of
  information across a multi-page document

Annual report Design firm Nesnadny Schwartz
8
Challenging Layout Problem (1 of 2)

• One must unify a multi-page document.
• Establish correspondence among all the
  information graphics, such as charts, lists,
  data, and graphs.
• Establish unity throughout the layout while
  establishing correspondence among visual
  elements.
• Use a flexible grid.
• Use template as an alternative to a grid.

9
Challenging Layout Problem (2 of 2)

• Select an interesting and clear numbering system.
• Select a color palette that helps establish
  unity.
• Choose or design corresponding graphic elements,
  to contribute to coherence.

Annual report Design firm Sagmeister Inc.
10
Theme

• A client or designer can set a theme for an
  annual report as part of a larger corporate
  communications strategy.

Annual report Design firm Cahan Associates
11
Relates Back to Visual Identity

• Each company or organization has its own
  identity.
• Make sure the annual report is in sync with the
  companys or groups established identity.

12
Print or Online

• A corporate web site can host the required annual
  statistics (the 10K wrap), leaving the print
  annual report to be more of a corporate image
  tool.
• Some corporations are posting their entire annual
  report online, as well as publishing a print
  document.
• An annual report may take more emphasis online
  than in print, or the parts may
  complement/supplement another.
• Some companies can afford to produce both
  superbly designed print and online annual reports.

13
Summary (1 of 3)

• An annual report is a document of record,
  published yearly by a publicly held corporation,
  containing information about the corporations
  fiscal condition.
• Juggling many components is part of designing an
  annual report.
• Designing an annual report places demands on just
  about every problem-solving skill and design
  skill that a designer possesses.
• Annual report design is always a challenging
  layout problem.

14
Summary (2 of 3)

• One must unify a multi-page document.
• Set up correspondence among all the information
  graphics, such as charts, lists, data, graphs,
  and establish unity throughout the layout while
  establishing correspondence among visual
  elements.
• Finding a way to unify a multi-page document is
  crucial.
• Using a flexible grid, selecting an interesting
  and clear numbering system, selecting a color
  palette that helps establish unity, and choosing
  or designing corresponding graphic elements, all
  contribute to coherence.

15
Summary (3 of 3)

• An alternative to a grid is a template.
• A client or designer can set a theme for an
  annual report as part of a larger corporate
  communications strategy.
• Each company or organization has its own
  identity.
• Make sure the annual report is in sync with the
  companys or groups established identity.