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Straight
talk
characterizes
new group of annual reports
Straight
talk, candidness, avoidance of doublespeak, red-flagging
concerns. These are all traits of the latest crop of
annual reports whose collective theme seems to be "straight
talk." The theme manifests itself in many ways,
for example, in clean and straightforward layouts and
type; in declarative statements and lots of plain English;
in a customer- and shareholder-centric sensibility;
in a focus on real people; real life and real results;
in some frank admission of problems or shortcomings;
and in a hard-headed clarity in identifying the branding
and articulating the mission of companies. Is straight
talk here to stay or the flavor of the moment? Only
time will tell.
Meanwhile,
several of our favorite recent reports are covered in
this month's issue, each demonstrating yet again that
smart design is integral to the message.
-
The Editors
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