Within an Annual Report there are many key design factors, none more so than colour. A designer uses colour methodically, taking into account the client’s brand, subject matter and the emotions/messages that need to be conveyed.
When we think of investor relations we think of figures, tables and blocks of text, but if done correctly an Annual Report can be an engaging read. Colour is a subjective vehicle, aiding a designer when distinguishing sections or showing different aspects of a business through diagrams or charts, but there is also something else that comes with colour; the theory behind it.
Colour theory within design is a subliminal way of conveying a message or a feeling through the use of colour. It is a science which has been adopted and integrated into design - however, it isn’t exact. An emotion evoked in one person may differ to another, and this may be down to personal preference or in some cases cultural backgrounds.
Designers may see this as a research standpoint when they use it - how it affects an individual or a group differently can be an interesting benchmark when working on a project, especially when design splits the majority of personal opinion.
Colour can be a fickle thing, it can either make your design stand out for all the right reasons or be deemed mediocre. Companies spend a significant amount of money on branding; capturing the essence of what they stand for within it. When creating an Annual Report we aim to design by adding value to the content provided, using colour to enhance the tone of the document and brand.
How we interpret information is key when designing for Annual Reports. Colour theory would be difficult to show through a report’s content as it is something that can change meaning and cause miscommunication. When designing we aim to show a company’s brand essence - they have brand colours which represent them for a reason.
A client will provide a plain document of text and numbers - it’s our job to turn this information into communications that are not only visually appealing but also convey the key messages to their audience in a clear and concise manner.