The use of visual aids (e.g. pictures, charts, schematics etc.) is a powerful way to convey key messages but it is important to get the balance right. In general, imagery should be relevant to the content and key messages of the annual report and accounts. Too many images may make the document too elaborate. Too few leave the document text heavy and unlikely to draw the reader in. Any photography should be captioned to explain its relevance.

Graphs, tables and charts should be used where possible to illustrate figures and these should be clearly labelled.

Here are some reports Comfi has made in order to illustrate this:

Front cover

While the design on the front cover should make someone want to pick up the report, it should also have a purpose. For example, use an image or strap line to illustrate a key strength or message.

Layout

Not all shareholders have time to review an annual report in detail; good use of bullets, short paragraphs, highlighted text, visual aides, graphics etc. that facilitate access to the information are to be encouraged. Most shareholders browse thorough the annual report, so critical information should be signposted, using quotes, boxed sections and colour to bring key messages to the reader’s attention. Font size should be easily readable, line lengths not too long with the text laid out in columns.

Here are 10 practical suggestions to help shareholders:

1. make sure contact details and web address are clearly visible in a logical place – e.g on the back cover. Provide a list of on-line links or other publications if necessary;
2. make sure the date on the front cover makes it clear which year end is being covered – e.g. 31 March 2011;
3. put company name and year end on the spine for easy reference when filed;
4. put company name and year end on every page in case individual pages are copied – particularly relevant when increasing use is made of online PDF copies;
5. make sure it is clear which section you are in;
6. make sure you adequately highlight the current year in text and tables;
7. don’t bind the invitation to the annual general meeting invitation and resolutions into the main report and accounts as shareholders may not notice it. If you do, make sure it is well signposted;
8. relevant reports and directors’ statements should be signed (and accompanied by photos where suitable) to demonstrate ownership and accountability;
9. differentiate the accounts section from the rest of the report so that readers can turn to it easily – e.g. use different colour, stock or a clear tabulation etc;
10. use dark tints sparingly as text can be difficult to read and impossible to photocopy.