JDJ Creative are annual report design specialists. In this series of articles, we look at best practices regarding the design of these documents. In our previous article, we looked at why businesses should create exceptional annual reports. In this article, we investigate how to plan your report…
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- Why create an exceptional annual report
- Planning your report
- Choosing the right channel
- Design pointers
- The JDJ process
- Disseminating your annual report
Three steps to planning an effective annual report design process
When designing an annual report it’s essential to consider your messaging, goals and objectives from the outset. Taking time to map out these elements will save hours in the long run.
Here are our three steps to planning an effective annual report design process...
- Define objectives An annual report is an investment that costs money and time, so it needs to be done properly. Start your planning process by defining clear objectives. Although the definition of success may vary from one company to another, meeting the needs of investors and employees are likely to be key goals.
- Set key messages, goals and strategy Just like a newspaper or magazine, annual reports should have a strong editorial proposition. You want to tell a compelling story that covers different aspects of your company’s success. Your annual report should be a creative expression of your key messages, goals and strategy. Good design can help the reader access these key messages quickly and easily.
- The creative brief When developing your creative brief, we recommend starting the process with a meeting to discuss the overarching theme of your annual report. The creative team will then have a firm basis to start crafting the report. Inviting key stakeholders to the meeting can ensure everyone is on the same page.
Involve key stakeholders early on to gain their buy-in to your vision for the report. Their input can also help to ensure you include all essential content.
What do your stakeholders want to read? What do they look at first? Research shows most readers initially scan the financial highlights and the first few paragraphs of the statements made by your chairman and CEO, so it’s important that these make a powerful positive impact.
Will the report be printed or take the form of an interactive web page? Or both? This decision will influence the report’s design, which needs to ensure a strong user experience. It will also help with budgeting and finalising timeframes for delivery.
At the end of the meeting, you should have decided on your:
- Key communication objectives - Clarify what you want to achieve with your annual report. This will help the creative team (including the copywriter) to bring your vision to life using the most appropriate medium.
- Key points - Research indicates that most readers only spend two to three minutes scanning through an annual report, so it’s vital that the design team understands the key points you want your readers to take away.
- Corporate branding requirements - Include all relevant details to help the creative team develop a report that aligns with and reinforces your brand.
- Target audiences - An annual report can be targeted at a wide audience, including investors, employees and suppliers. Make sure you understand who your primary audiences will be, so that you can include content to meet their needs.
- Company and market overview - Explain the context in which your company operates and how it differentiates itself from competitors.
- Outline of financial performance - Include key performance