Business documents
Annual report design
An annual report tells supporters, members, investors or stakeholders what an organisation did over the year and how it performed. Reports may combine a narrative section, with highlights, stories and plans, and a formal section, such as accounts and statements prepared by accountants. Design makes the narrative engaging and the figures readable, but the content and any statutory requirements are the organisation's responsibility, checked by its accountant or adviser. Good design never changes what the figures say.
This page covers report structure, highlights, charts, financial tables, accessibility, print and the division of responsibility.
Illustrative diagram
Annual report
- Narrative
- Highlights
- Leader's message
- Activities
- Plans
- Formal
- Accounts
- Statements
A common report structure
| Section | Content | Prepared by |
|---|---|---|
| Highlights | The year at a glance | Organisation |
| Message from the leader | Reflection and direction | Organisation |
| Activities and impact | What was done and its effect | Organisation |
| Plans | Priorities for the coming year | Organisation |
| Accounts and statements | Formal financial information | Accountant or adviser |
Who is responsible for what
Designers lay out the report; they do not decide what it must contain. Companies, charities and other bodies may have legal requirements for annual reports and accounts, which their accountant or adviser will know. Figures, statements and any required wording should be supplied by them and placed exactly as approved. The designer's job is to make everything readable without altering meaning.
Highlights and stories
A highlights spread near the front, with a handful of key figures and a short sentence each, gives busy readers the year at a glance. Stories about people or projects, used with consent, bring the figures to life. Keep each highlight figure sourced from the same records as the formal section, so nothing conflicts.
Honest charts
Charts in annual reports are read closely. Label axes and units, start bar charts at zero, state the period and source and compare like with like, such as this year against last year on the same basis. A chart that flatters by cropping an axis can damage trust. One message per chart, stated in a heading, helps readers.
How an annual report comes together
Plan
Sections, page count, deadlines, who supplies what.
Output: Report plan
Content
Narrative drafted, figures prepared by advisers.
Output: Approved content
Design
Layout, highlights, charts.
Output: Draft report
Check
Figures checked against source; adviser sign-off.
Output: Approved report
Output
Accessible PDF and print file.
Output: Final files
Example: an annual report for a housing charity
Illustrative example — not a client case study
Situation: A housing charity's report is a long text document that supporters rarely read.
- A highlights spread and three tenant stories, used with consent, open the report.
- Charts compare this year with last year using the same measures.
- The accounts section is placed exactly as provided by the charity's accountant.
What this shows: Supporters could see the year's work at a glance. This example is illustrative.
Before publishing
Figures
- Every figure checked against source
- Highlights match the formal section
Sign-off
- Adviser has approved formal content
- Leadership has approved narrative
Files
- Accessible PDF
- Print file if needed
Readable financial tables
Tables can be made easier to read without changing their content: consistent alignment of figures, clear column headings, light rules rather than heavy grids and enough space between rows. Any formatting should be agreed with whoever prepared the figures.
Accessible PDF
Annual reports may be published online. An accessible PDF, with tagged headings, logical reading order, alt text for images and charts, and tables tagged so screen readers can follow them, lets every reader use the report.
Print versions
If printed, the report needs a print-ready file and a proof. Some organisations print a short summary version and publish the full report online.
The leader's message
A message from the chair, chief executive or founder is a chance to explain the year in a personal voice. Keep it to a page, with a photo used with consent and a pull quote that captures the main point. It should agree with the figures that follow.
Plans and priorities
A short section on the year ahead shows readers where the organisation is going. Present priorities clearly, without promising outcomes that are not yet certain, and link them to the activities reported earlier, so readers see continuity from one year to the next.
Consistent with your brand
The report should use your brand colours, fonts and photography style, adapted to a long document with clear section openers and page numbers. A template designed this year can be reused next year with new content, keeping reports recognisable from year to year.
Questions about annual report design
What does an annual report include?
It may include highlights, narrative, plans and formal financial information.
Who decides what must be included?
The organisation, guided by its accountant or adviser.
Can design improve financial tables?
Readability, yes; content must stay exactly as approved.
How should annual report charts be drawn?
Labelled, sourced, like-for-like and with honest axes.
Do we need an accessible PDF?
If the report is published online, it should be accessible.
Should we print the full report?
Some print a summary and publish the full report online.
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