Science Daily reports that Annual Reports that look good actually make an experienced investor think that a company has more value. In marketing we always figure that’s obvious, but it’s great that scientists have studied it and it’s true!
Here’s what they report…
In the study involving experienced investors, in which participants were asked to rank companies based on how likely they would be to invest in those firms, the findings suggested that 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 implications of these findings should point firms in the direction of good graphic designers,” added Townsend. “After all, it is a lot easier to add color to a printed piece of paper than to add revenue to a company’s bottom line.”