Annual
reports are a very good example for how companies present themselves to the
public and future investors. If one would like to give a fast overview and
transparent look on a company most would follow the proverb “A picture tells
more than thousand words” and use graphical presentation in abundance to give deeper
insights for the interested reader. Or in other words inform than entertain,
especially in our growing information economy. Thus we could expect annual
reports with lots of charts and detailed information. But what we can see over
the last years is a revival of textual information and a new puritanism when it
comes to graphical presentation. Besides of the low number of charts we can
observe mainly three types of charts like circles, columns and lines and as
textual type a lot of low-level tables. Especially circles and their subforms
like donuts are overwhelmingly used for almost every type of content. Could it
be, that better reading and faster understanding (i.e. transparency) isn’t one the
principal goals of companies in informing their public?


Basic ingredients for the graphical presentation of information in this annual report. (https://www.huhtamaki.com/en/investors/)
What informs better in the above chart? Donut or bars and lines?
This could serve as good base data for nice time series charts.
"Big numbers" but few information
The Board consists of seven members
How long will it take for the reader to calculate the variation by segment between 2019 and 2020?

For graphical timely comparisons bar charts are much better.
If packed in one instead of two tables reading and comparisons could be much easier.
"Themes" are about circular economy, but as the graph shows, it's still linear.....