The Do’s and Don’ts of Annual Reports 2024

Designing Annual Reports That Actually Get Read

At COHN, we view annual reports as a unique opportunity for our clients, both corporate and nonprofit, to tell their story, celebrate achievements, and connect with stakeholders. But too often, these expensive projects are left unread or barely skimmed.

As a marketing agency that infuses life into everything we do, we believe in transforming annual reports into compelling narratives that engage readers cover to cover.

Here’s how to make it happen with design, modern formats, and a few stand-out examples.

Do: Prioritize Storytelling Through Design

Turning data and milestones into a cohesive narrative that flows throughout the report can elevate the reader’s experience. Define a central theme or arc for the year and echo it visually and textually. This is one of the most important best practices for annual report design—one that is visually appealing and informative.

To achieve this, consider these design nuances:

The right font can speak volumes. Opt for clear, legible typefaces that complement your brand, steering clear of overly decorative fonts that might detract from readability. Guide your reader’s eye with a clear visual hierarchy. Employ headings, subheadings, and white space to create a sense of structure and flow. Evoke the right emotions with a carefully chosen color palette. Align your colors with your brand identity to reinforce your message and create a visually harmonious report.

• Example: The Malala Fund’s 2021-2022 Annual Report uses a horizontal scrolling design to create an immersive storybook feel, guiding readers through their impact around the globe. This approach turns their report into a visual journey, making it much more compelling than traditional static documents.

Don’t: Overwhelm With Dense Content

While it’s tempting to include every bit of data or accolade, it’s critical to keep things digestible. Effective annual report designs use whitespace, infographics, and succinct content to draw in readers rather than push them away. A well-structured table of contents can help readers navigate the important information within the report.

Remember these content guidelines:

Start strong by placing the most important information upfront. Your mission statement and key performance indicators deserve prime real estate. Clarity is key. Avoid jargon and technical terms that your audience may not understand. Explain complex financial data in a clear and concise way. Break up large blocks of text with images, charts, and graphs. Infographics are a fantastic way to present data in a visually engaging and easily digestible format.

• Example: The American Red Cross’s 2023 Annual Report does an excellent job of summarizing content up front, breaking down sections with key statistics and concise narratives before offering deeper dives for those interested.

Do: Infuse Consistency With Your Brand

An annual report should look and feel like a seamless extension of your brand. That means carrying over colors, fonts, and visual identity elements from your broader brand strategy. A consistent color scheme and graphic design can make your report eye-catching and reinforce your brand identity.

• Example: The National Parks Foundation exemplifies brand consistency, showcasing their stunning photography and mission-aligned visuals in their annual report to emphasize their dedication to conservation.

Don’t: Treat Accessibility as an Afterthought

Designing with accessibility in mind ensures that everyone can interact with your report. Pay attention to visual contrast, font sizes, alternative text for images, and overall accessibility standards. An easy-to-understand report with clear visual elements enhances the user experience for all.

To ensure accessibility:

Don’t leave anyone in the dark. Provide alternative text for images so that screen readers can describe them to visually impaired users. Make sure your text stands out. Ensure that the text color contrasts sufficiently with the background color for easy readability. In a mobile world, your report needs to look great on any screen. Ensure your report is responsive and displays correctly on different screen sizes.

Do: Experiment With Interactive Data Visualization

Static charts are often skimmed over, but interactive data visualization can invite exploration and deeper understanding of key insights. By presenting financial statements and other data in an engaging way, you can effectively communicate your organization’s performance.

• Example: The International Rescue Committee’s annual report integrates interactive elements to present their programs and initiatives. This allows users to explore specific subjects or campaigns, making the data far more engaging and memorable.

Don’t: Let Design Overshadow Substance

While creativity is key, never forget that content must lead. The design should elevate the story, not distract from it.

• Example: The Wildlife Conservation Society’s 2023 report uses impactful visuals, such as breathtaking wildlife photography, to underscore its mission. The content is meaningful and purpose-driven, with visuals supporting rather than overpowering the message.

Formats Beyond the PDF: Creating Interactive Experiences

While PDFs remain common, they’re often static and limited in engaging readers. Consider these more modern, dynamic digital annual report alternatives:

Interactive Microsites: By turning annual reports into microsites, organizations can integrate multimedia elements such as videos, animations, and clickable data charts, creating a deeper, more engaging experience.

Landing Pages: Single-page designs with scroll-triggered animations, quick-loading visuals, and integrated calls to action offer a focused, engaging reader experience.

Closing Thoughts: Transforming Information Into Inspiration

Hopefully, this blog has proven that an annual report should be more than a compliance exercise; it should be a strategic touchpoint that tells your brand’s story and helps build trust with your audience. By embracing thoughtful design, modern formats, and engaging content, we can create reports that resonate deeply with readers. Whether it’s a nonprofit’s annual report or a corporate one, the goal is to inform and inspire.

Before You Publish:

A polished report is a professional report. Thoroughly review and revise your report for any errors in grammar, spelling, or punctuation. It’s always helpful to have a fresh pair of eyes look it over as well. Get valuable insights by sharing a draft of your report with colleagues or stakeholders and asking for their feedback. This can help you identify areas for improvement and ensure that your message is clear and engaging. Creating an annual report is a significant undertaking. Give yourself ample time to gather data, develop content, design the report, and incorporate feedback.

It may be too late in the year to start 2024’s report, but reach out to our team now to start brainstorming for next year!