We all know viscerally that we prefer color (vs. black & white) and we admire outstanding design (vs. poor design). But is the extra cost of color printing and professional design worth the added difference? When it comes to a company’s annual reports, the answer is a resounding yes.
Research findings at the University of Miami School of Business Administration show including an additional color throughout a firm’s annual report would have the same impact on an investor’s firm ranking as a 20 percent improvement in revenue from the previous year.
“The implication of these findings should point firms in the direction of good graphic design (of annual reports),” says Claudia Townsend, assistant professor of Marketing at the University of Miami School of Business Administration.
Schifino Lee takes this point very seriously when it comes to the design of company annual reports for our clients. We recently designed the 2012 annual reports Energy Insurance Mutual, Walter Investment Corp., Hillsborough County Education Foundation and The Lowry Park Zoo. All employed the right combination of graphics, color and design to maximize their organization’s perceived value.
Nothing wrong with looking good. In fact, it makes smart business.
