Start with meaning and order
A reader should be able to identify the purpose of the annual report, navigate its sections and understand the required action without decoding the visual design. The intended audience is members, funders, customers or stakeholders reviewing a year of activity and results, and the goal is to present an accountable narrative supported by approved evidence and financial or performance data. Use descriptive headings for cover and reporting period, leadership overview, activities and outcomes, financial or performance information and governance, contacts and acknowledgements and keep their reading order logical in both the page layout and exported document.