Annual Report designers: specialist skills
There are many specialist designers, from packaging and branding to annual reports. While most designers are 'Jack of all trades' it takes particular skills to be a master of annual report design.
In this article, we detail the skills you need to 'cut the mustard'.
Creativity
It goes without saying, that every designer must be a creative tour de force, but getting a branding brief for a coffee shop called 'Lick the Hippo' is a lot easier than coming up with a creative solution for an automotive company that makes thermal insulation.
The point is that annual report designers are often tasked with providing creative solutions for some of the most difficult propositions. Not forgetting that as designers, we are unlikely to have a deep understanding of the technology or processes required to make really good thermal insulators. These things (thermal Insulators) don't look that great either.
An annual report designer must dive deep into the company ethos, tease out the messaging and apply their creativity to some of the most difficult creative conundrums.
It takes a particular skill to make thermal Insulators sexy, I can tell you.
Analysis
In other design scenarios, a graphic designer isn't usually tasked with analysis or devising a strategic approach. That task is usually left to the brand strategist or marketing director.
Those luxuries are rare and whilst the client's marketing department will certainly have something to say about how the annual report is delivered, it is down to the design team to analyse and strategise.
On a basic level (it is a broad and nuanced subject to go into detail here) a designer must apply an analytical approach to the content, the content (front end) must be read and understood, questioned, and understood.
Attention to detail
Attention to detail in any design discipline is an important trait, even more so with an annual report designer. Applying attention to detail starts with a real understanding of the brief, focusing on the creative messaging (not on a creative whim) and applying a rigorous, consistent application of style and consistency. That is not to mention the often arduous rounds of revisions that must be 100% correct, every time.
Attention to detail is a skill that must be learned, at Navig8 we start teaching it from day one.
Speed
Every designer thinks they are quick, but not 'our' quick. To be a responsive design agency and a designer who can tackle a task at speed is a valuable and important skill.
Producing an annual report is always under incredible time pressures and the strictest deadlines. The ability to be agile, responsive and fast is a highly valued skill that a client recognises and can make the difference between a one-off job and a repeat client.
Responsibility
More than any other design project, an annual report requires the design team to take responsibility for the successful delivery of an annual report. Any good design team must not rely on the client and their team to drive the project forward, we must take responsibility.
It is down to us, the design team, to make sure milestones and deadlines are met, put in place contingency plans and anticipate client needs. It's not a passive sport.
Tenacity
As an annual report designer you will get knocked back, your ideas will get watered down, even abused. You will get pressured and on occasion, unreasonable requests. You will need broad shoulders and a supportive team. An annual report designer needs to be a tenacious beast, focused on final delivery. You can always celebrate with a sherry when it's done.