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"Do I need to draw you a picture?" Yes Illustration in an annual report isn't used simply for the artistic aspect, although many times that's a wonderful benefit. Far from any artistic interest, the use of art in an annual report has a no-nonsense purpose of interpreting the CEO's message in a powerful way. Words alone, or even artful photographs, can't always explain a concept or a vision the way an illustration can. Try to take a photograph of a concept like growth, competition or opportunity and you will see very little through the lens. Photography is essential for many challenges, but illustration is a choice that must be made when the goal is to communicate an intangible. In a recent annual report, we created a series of illustrations to communicate how the company has a "competitive advantage" in the marketplace. The illustration pictured a "tug of war" between a coordinated team and a less-unified opponent. The picture immediately helped to explain and expand the narrative concept. As a second competitive advantage in the same report, we were challenged to illustrate how the company provides the "best service." The president of the company suggested that because the installation process of its underground pipe repair product was nondisruptive to the community, an artful image of a "do not disturb" door sign, like that found in a hotel, might be a good analogy. Our visual solution was to peer through the key hole of a door into -- not a room -- but a view of a community. Technology companies sometimes struggle to explain their services in a way that investors can understand. The world of telecommunications infrastructure, network infrastructure, applications development, and internet solutions is complex and constantly changing. In the annual report for a telecommunications company, we used illustration to simplify and enhance understanding of the telecommunications and technology business areas. Another technology company wanted to explain its optimism about market growth and why it was uniquely positioned to benefit from various market opportunities. We illustrated a game board spinner that showed business opportunities completely around a circle. The arrow spinner showed that no matter which way technology turned, this company was in a good position to take advantage of market opportunities. Brand strength was another topic that we illustrated for this report. Do you remember the strong man contest at country fairs where a heavy mallet and sheer strength were required to raise a weight high enough to ring the bell? This is the kind of strength the company's brand has in its market and this illustration made the point forcefully enough to "ring the bell." Photography is certainly an illustration tool as well. Using computer illustration, there is very little that separates the drawing from the image captured by the lens. Many times, our illustrations mix a variety of media in order to create the most appropriate illustration for each customer. Listening to a CEO and then understanding the key messages that are most important represent the place to begin. We find that CEOs contribute some of the best ideas for their annual reports. Interpreting those ideas, so others can understand their vision, is the art that makes an annual report special and, many times, worth a second look.
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