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The new WWF’s Living Planet Report, measures around 400mm by 290mm, about tabloid size, which is easy to hold and read. The tabloid format is purposeful as the report is news. The report is a summary of the information available online.
WWF Annual Report
Amy Hill
The report has been printed on recycled stock, which complies with WWF’s environmental values, as well as this the use of two inks to print requires less energy and materials.
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WWF Annual Report
Amy Hill
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The colour scheme of the report is two colours, blue and black, plus stock. Blue is representative of the ocean and sky, natural elements, they give the report an organic aesthetic, as appose to green. Blue is also calming and pleasant to look at and read. The tones add depth and detail.
The sans serif font has a modern look which gives it a less formal tone. This appeals to a younger audience whom are the primary target audience of the report. Throught there is a simple and clean aesthetic which the font and colour scheme aid.
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WWF Annual Report
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The report also features a series of infographics that have been redeisigned to be visually interesting and easier to interpret. The report features differnent types of information presented as graphs, charts and diagrams.
One of the main features is the carbon footprint by country, it shows a vast amount of information which has been collated into layer of circles. Different carbon impacts have been represented by different colours, whereas the amount of carbon used is shown by the size of the circle.
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On the front cover the image is the WWF panda, which is a part of thier logo. The panda is oversized so that there is only section of it showing, therefore it is not blatant but still aparent that its a WWF piece. The panda image also spans across the front and the back cover which joins the two together, giving it a more connective and conclusive feel.
WWF Annual Report
The back cover encourages the audience to the go to the website for further information, it also displays a QR code which could be scanned and would bring up the full report available to download. This in turn is helpful for the audience as it brings the information to them rather than having to seek it out on the website.
Amy Hill
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