JDJ Creative are annual report design specialists. In part two of our blog series, we'll show you the importance of planning an annual report right at the beginning of the design process.
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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…
1. Define objectives
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.
2. Set key messages, goals and strategy
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.
3. Create a 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.
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 indicators that you may want highlighted in the report.
- Outline of editorial structure – Reports can vary substantially in length, but all need a coherent structure in order to communicate a clear story about your company.