Explaining the evolution of reports from @lukas.mullen
The creator presents a historical analysis of corporate annual reports, showing how they evolved from creatively designed art pieces to standardized, boring documents. He explains the cultural and economic reasons for this shift (the internet, 2008 financial crisis) and then highlights a modern "renaissance" where a company is using strong graphic design to make financial data engaging again, concluding that good design is key to capturing attention.
Creator: @lukas.mullen on Instagram
Video format
Split screen
Video outline
- Contrast a 'golden age' with the present
- Explain the reasons for decline
- Showcase a modern-day revival
- Extract a universal principle
Narrative framework
The 'Lost Art' Revival
Narrative framework logic
This framework tells the story of a once-great practice or art form that declined due to specific historical or technological shifts, only to be revived in a new, modern context by an unexpected player. The story culminates in a universal lesson derived from this revival.
Topics: Graphic Design, History, Business, Marketing
Concepts: Breakdown, Evolution Showcase
Formats: Split screen
Elements: Image Overlay, Cross-Platform Screenshot, Text Overlay
Account types: Personal Brand
Transcript excerpt
Corporations used to treat annual reports like modern art, but today it's just another spreadsheet. Pre Internet, these reports were the only touchpoint businesses had with best, so it had to communicate success, innovation, stability. So they went all out. Beautiful graphic design, expensive paper, bespoke techniques. Techniques. It was the corporate flex to make a coffee table book level report. Then two things happened. First, the internet made it so the physical report was no longer necessary. And then the two thousand and eight financial crisis spawned strict guidelines on the way this data is presented. So in the eyes of these companies, it became too much of a risk to get cute with the design. But the story doesn't end there because we're seeing a bit of a renaissance in this space. Because this random data storage company realized people pay more attention to data when the design around it looks good. No now tier entire content strategy is just making mock up designs for earnings reports, and they do respectable numbers on x. The story is exposing a fundamental truth about human nature that too many business people ignore. And that's that if you want people to pay attention
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