5 keys to great annual report and impact report design

Annual reports are a great way for charities, schools and other organisations to update their customers, stakeholders and other interested parties as to what the organisation has achieved over the last 12 months and what they are hoping to achieve in the coming years. Annual reports can be jam-packed with information, data and other useful information that your readers are keen to learn, however ensuring great annual report design is key to ensuring the success of the annual report and its affect on its readers. 

At Oyster we have designed and created countless annual reports over the years. Below we have listed our 5 keys to great annual report design:

1. Use of imagery and illustrations

The old adage of a picture is worth a thousand words is key when creating a new annual report design. By using imagery and illustrations to demonstrate your service users and the impact your work is having on them, the reader will engage with your story and be able to picture themselves in those situations. 

Images and illustrations also serve to break up the text and ensure the reader is not left reading long paragraphs where their attention span may drop. 

2. Using case studies to engage the reader 

Incorporating stories of those who use your services is a great way to show off the work and impact of your organisation. Featuring a couple of case studies or user stories, can show your readers how the important work you are doing can change the lives of those accessing your services. By using real life examples, you increase the ability for the reader to empathise with the service user and increase the chances of them engaging with the rest of the report once they understand the importance and context of the work you are doing. 

3. Highlight key data 

Annual reports can be filled with extremely important statistics and data including service information, KPIs and financial data. Unfortunately, pages of data and statistics can be difficult to engage with for a reader. 

That is why we recommend using infographics and highlighting key statistics throughout the report to increase the chances of the statistics sticking with the reader once they finish reading the report. 

4. Create Print & Digital versions

Distribution of annual reports have often been limited to trustees, internal members of staff and those stakeholders who have requested them. Annual reports which demonstrate the importance and impact of the work they cover are a great communication tool to drive engagement from those already aware of the charity, and those looking to learn more about it. That is why we recommend creating print and digital versions of your annual report, to ensure the report can be shared as widely as possible while also generating engagement from a wider audience online.

The growing use of QR codes and UTM tracking are a great way to drive views from social media, email and physical off-line sources as well. 

5. Using interactive elements

With the rise of online Annual Reports, a great way to keep designs fresh and engaging is by using interactive elements, this may be as simple as slight movement on key text/image areas, alternatively, you might create supporting web pages with additional information and provide links. 

Some reports are starting to use video as well to tell the stories behind the work the charity/organisation does. These interactive elements not only increase engagement, but also allows teams to use innovative methods to get readers to take action such as by driving donations, supporting causes or signing up for more information.

Below is an example booklet using animation, video and hyperlinks.