The cover of your annual report

The cover of an annual report is significant in two aspects:

• Firstly, it must allow immediate recognition of the company, in accordance with the housestyle manual;
• Secondly it gives a first global impression that inevitably creates a reaction from the various target audiences.

We will not dwell on the first item on the application requirements of the housestyle manual. This is important but seems now well known by the majority of communication managers.

The second point seems more interesting because it makes use of content items that are inevitably subject to the interpretation of the public.

What are these?

Except the logos and the basic indications (annual report, year, etc...), they are three.

1. The concrete or abstract illustration;
2. A title or slogan;
3. A general look and feel.

We will consider them one by one:

The illustration

It is often difficult to find the image that will summarize the idea or concept developed throughout the report, but those that do will definitely have a greater impact. The cover photo can either introduce the concept or the visual leitmotif developed in the report or symbolize an idea or a value close to the company. It can also represent its activity in a manner that is visually impressive and attractive. And finally, and this brings us to the next point, it may illustrate the slogan or the title that has been chosen for this year’s report.

The use

The cover of the annual report is an excellent medium to spread a message with maximum effectiveness.

In the selection of annual reports of 2008 that we analyzed, 60% of them use a slogan or a title on the cover.

Slogans are used in two main types: in some cases it is a general baseline that characterizes the company, but most of the slogans are related to general or specific news topics concerning the company. For example, certain messages used on the cover of the reports of 2008 refer to the economic crisis.

The look and feel

Essentially here is the formal aspect related to the production of the report.

The format, the paper quality, the finishing is also among the factors that influence the first impression, especially if they deviate from the standards generally used. The goal is not necessarily to stand out at all costs, even if some people choose this way to catch the attention of the reader.

If we remain within the standards it is clear that the covers with dark glossy coating connote a more technological aspect and that clear tones, uncoated papers and no use of varnish belong to the domain of service companies.

The cover is the product packaging, it uses objective elements: a message, an image, that create emotional reactions related to the subjective interpretation of its components. But also general notions such as luxury, originality, environment, power and security are taken into consideration.

We live in a world of images where everything is analyzed and interpreted. The volatility of financial markets is sometimes the result of rumors that do not necessarily reflect the health of businesses. That is why the image of the company has today acquired a considerable strategic importance.

It is therefore important to always ask the same questions: what image do we want to spread to who and what message do we want to convey.