Annual reports desperately need a glow up. Here are some trends that are transforming how communities like yours share their stories.
Trend #1: Theme-Based Storytelling is Taking Over
Gone are the days of “Section 1: Finance, Section 2: Programs, Section 3: Metrics.” Done, and overdone. The most compelling annual reports now organize around a central theme that ties everything together.
What we’re seeing: Communities are building their reports around narratives like “Building Momentum,” “Rooted in Growth,” or “Connections That Count.” Each section flows into the next, showing how different initiatives build up to a bigger vision.
Why it works: Themes give your audience a through-line they can follow. Instead of disconnected updates, they see a cohesive story about where you’ve been and where you’re going. Plus, themes make design easier because everything has a visual anchor.
Trend #2: Less is Actually More (Seriously)
Here’s a secret: your stakeholders don’t have time for your 60-page report. They just don’t.
What we’re seeing: Smart organizations are ditching the encyclopedic approach for concise alternatives.
Why it works: Short reports get read. They’re shareable. They’re memorable. And here’s the kicker: they force you to focus on what actually matters.
Trend #3: Visual Storytelling is Non-Negotiable
If your annual report is mostly text with a few stock photos sprinkled in, we need to talk. Now.
What we’re seeing: The best reports maintain a strong balance between compelling visuals and concise text. Rely on simple infographics that show impact at a glance, gorgeous photo spreads that capture community moments, pull quotes that highlight entrepreneurial voices, and data visualizations that make numbers leap off the page
Why it works: Our brains process visuals so much faster than text. When someone flips through your report, the images and graphics are what stop them in their tracks. Bold typography, pull quotes, and beautiful images rooted in your community’s story make all the difference to a reader.
Trend #4: Budget-Friendly Alternatives
If your budget (and staff capacity) don’t allow for an expertly designed report, you can get creative within your constraints. Visually-driven one-pagers that communicate impact are affordable to print for different audiences and pack a serious punch. Or, transform one installment of your regular e-newsletter into an annual impact report, weaving in key stories, data visualizations, and impact quotes that showcase the year’s achievements.
Why it works: Budget constraints force clarity. A well-designed one-pager or e-newsletter forces you to focus on what truly matters. Plus, these formats are easier to share, faster to produce, and are very likely to get read.
Trend #5: Digital-First Design (With Real Accessibility)
If your pockets are deep (and you skipped right over #4), and a digital annual report is in your sights, be sure that you’re making it accessible. If not, you’re leaving people out of the conversation.
What we’re seeing: Forward-thinking communities are designing for digital platforms first, with clear considerations for visually impaired users. That means proper heading structures for screen readers, alt text for every image, sufficient color contrast, and text that can be resized.
Why it works: Accessible design isn’t just the right thing to do; it makes your report better for everyone. Clear hierarchies help all readers navigate. Good contrast improves readability on every device. Thoughtful structure makes information easier to find.
Your Challenge: Rethink Before You Report
Before you start drafting your next annual report, ask yourself these questions:
What’s the one story we need to tell this year? Not seventeen stories. One central narrative that everything else supports.
Who’s actually going to read this? Design for them, not for the three people who want every line item.
Can someone understand our year in under five minutes? If not, you’re probably trying to say too much.
Ready to Create a Report That People Will Read?
If you’re ready to create an annual report that tells your story with clarity, creativity, and impact, we help organizations design reports that do more than check a box; they inspire action.
If you have creative approaches to share, please drop me a line! Let’s make your next annual report one people can’t stop talking about.
