What’s special about Carraro Group’s 2013 annual report is a combination of key statistics and highlights for the year combined with the tasteful camerawork of Jessica Backhaus, renowned German photographer.
Main titles and headings are in extra-large sans serif type that grabs the attention and makes for smooth navigation. The bulk of the textual elements are in black type which allows for attention directed towards the striking photographs.
It might be for this reason also that the theme colours are a dull blue and shades of grey: it makes the photography shine.
Some of the images could be considered unexceptional in terms of the subject being photographed; what makes them notable are the colours, shapes, and textures involved which come together to present a visual treat. Camera angles also play a major role in making these photos special: there are aerial shots, close ups, and even reflections of certain scenes or objects, giving them a quality that is dreamlike – even surreal.
Graphs within the report are quite large and complement simpler images in their backgrounds. Key figures have been presented on double spread pages with supplemental photos. The subtle presence of red in each of these spreads seems to whisper the importance of the figures to the company. Other data representations take the form of creative bar charts taking the form of interesting matrix diagrams that match the theme colours.
Jessica Backhaus’ arresting photography combined with well-presented graphical data gives much value to this annual report.
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