How to design a creative annual report?

A series of figures, diagrams and austere, gloomy blocks of text – the annual report? Of course not! At the end of each year, companies go to great lengths to reinvent this document, which is too often synonymous with boredom. With a little daring and imagination, combining design and functionality, it can be a powerful communication tool both internally and externally.

Create a magazine

Like all communication materials, the professional annual report is evolving to meet today’s challenges and uses. It’s the perfect opportunity to take advantage of the legal obligation to highlight its brand DNA, as well as its creativity.

So don’t view an annual report as a mandatory exercise involving figures and blocks of text, but rather as a fantastic product catalogue that powerfully conveys the image of your company’s entire strategy and demonstrates your commitment. As such, it should be a well-designed document that is, dare we say, sexy!

Despite the mandatory inclusion of austere accounting elements such as the balance sheet and income statement, the layout of your report should be as minimalist as possible to highlight key information. Playing with white space will allow your content to breathe and improve readability!

Images and imagery

The choice of visuals is fundamental. As we know, images have a considerable power to hold attention and be remembered. According to neurologists, the brain retains only 10% of information three days after hearing it. But if an image is associated with it, 65% of people remember it. So which visuals should you choose? It is obvious that, in order to be consistent, the set should not display disparate images that have been processed differently. Landscapes? Sea, mountains? Architecture? Drawings? Characters in action? Colour or black and white? Filtered? Anything is possible! And the choice of images will immediately set the tone, reflecting your company’s identity.

Following this logic, the impact of the cover on your audience is essential. Like a magazine, your audience will tend to judge the quality of your report by its first page. And even if it’s not always founded, this unconscious reaction is nevertheless natural. The first visual scan of your report should instantly make people want to start reading it.

Audacity always pays off

Several large companies haven’t hesitated to take a bold step. For example, the BPCE group (Caisse d’Epargne, Banque Populaire, Natixis) presented its annual report in the form of novels. With the help of a writer, the banking company opted for the very original approach of a literary short story accompanied by original illustrations designed by young people, immersing the reader in a universe inspired by Edward Hopper: a bold, but rewarding gamble. a bold move, but one that paid off. The group cleverly repurposed the annual financial report to offer a truly narrative experience.

Breaking new ground

The Pernod Ricard group, meanwhile, has transformed its annual report into a design object worthy of the most prestigious magazines. Cinematic photos, sophisticated layout and stylised portraits of employees: thanks to this format, the globally recognised brand is positioning itself where you least expect it and succeeding in reaching a wider audience. In short, an excellent and inspiring model for an annual report!

The omnipresence of digital is confirmed

To break new ground, others are imagining a video-based, fully digital annual report. L’Oréal is using this strategy of immersion through images to draw Internet users into its world with its annual report. In the form of short video interviews punctuated with key figures, the company gives a voice to employees from all over the world, presenting a dynamic vision of the Group.

The CSR version of the annual report

Others highlight CSR strategies, testimonials, profiles, interviews, etc. In addition to enhancing the report with engaging content, this is an opportunity to affirm a social vision and highlight the human aspect. As well as balancing the text and making the information more accessible, team photos emphasise the collective, rather than just the management: an ingenious technique that reinforces the brand’s commitment.

In short, contrary to what one might imagine, the annual report allows for all kinds of boldness. Far from the indigestible tome that is published out of duty, it can – and indeed, it must – be a unique object, well-rooted in its time, inspiring desire and embodying the company’s values.
In short, contrary to what one might imagine, the activity report allows for boldness. Far from being a heavy tome that is published out of obligation, it can – and indeed must – be a unique object, firmly rooted in its time, inspiring desire and embodying the company’s values.

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