What are the best ways to create a visually appealing annual report?

Creating a visually appealing annual report is like designing a captivating storybook—every page should draw the reader in. Start with a clean layout, balancing white space with visuals. Use high-quality images and infographics to break down complex data, like turning dense numbers into a vibrant, digestible map. For example, Coca-Cola’s annual reports feature bold visuals, transforming statistics into an engaging narrative. Incorporate a consistent color scheme that reflects your brand’s identity, much like a painter’s palette creates harmony. By blending design with clear messaging, your report becomes both a functional tool and an inspiring visual journey for stakeholders.

To create a visually appealing annual report, use a consistent design with a clean layout. Choose colors that reflect your organization's values—like blue for trust and stability. Limit text and use engaging visuals such as infographics and charts to illustrate innovations, achievements, and impact clearly. Include a heartfelt section thanking donors and partners for their support. Ensure the report is concise, easy to read, and highlights how you’ve added value. For example, use before-and-after graphics to showcase the tangible impact of your initiatives.

Honestly, I've never thought about a central theme while writing annual reports before, but after reading this, it seems obvious that I should have. It's too easy to get lost in many different projects and activities and just combine them into a single "here is what we did" document. No, after all corporate communications is about storytelling and stories should have a point. Makes sense.

To make an annual report look great, use a clean and simple design that's easy to read. Include visuals like graphs and images to make the information clearer and more engaging. Stick to your company’s colors and fonts for a professional look. Highlight key points with headings and bullet points so important details stand out. And make sure everything is well-organized so people can easily find what they’re looking for.

Unless your report is done in the multimedia format to begin with, it is a bad idea to include multimedia. How would that even look like? Links? Attached files? All of these are prone to become lost, outdated, hard to access (the platfortm is offline, the filetype is not supported). Everything, and ideally literally everything in your report should be contained in the report, a single PDF document.

Layout decisions must prioritise effective communication over aesthetics. We must remember the purpose of the report; which is to communicate to our shareholders. Therefore presentation of content is key, where the design and tools such as videos and links must support the effective transfer of information to our readers. Readers should not have to struggle to understand the content or misread them in any way.

Before you start designing, be sure to have internal alignment on: What's the story/narrative you want the report to tell? Who is the target audience ("everyone" or "the public" is not an audience)? How does your target audience like to receive communications, and how can your design support their comms consumption preferences?

Not just annual reports but any content asset that you create to be visually appealing, you need to keep a few things in mind: 1. Consistency in design 2. Clear data representation 3. Palatable color palette and theme 4. Balanced visuals with informative content These factors will not only enhance overall readability but will also build audience engagement and immersion with your content.