When was the last time your firm updated your client report package or marketing presentations? Most asset managers do a periodic marketing material makeover, but client reports are often an afterthought. And even when doing a makeover, firms rarely pay enough attention to the three pillars of professional presentation materials—color, font and information organization.
At Assette, we see a lot of asset manager presentations and reports, and these pillars are usually neglected in favor of flashy graphics. Lacking a solid design foundation, graphic elements are like runaway balloons—your audience has nothing to ground them, and your messaging is lost. As an industry, we can do better!
First impressions matter
That’s why we launched our “First Impressions Matter” initiative.
In a series of 3 papers, each supported by a companion webinar featuring Prof. Joyce Walsh of Boston University’s Department of Communication and co-hosted with PAICR, we deconstruct the three pillars of professional presentation material—color, font and information organization—to help institutional asset managers evaluate their current template and provide best practices for creating a powerful, positive first impression through their public-facing reports and presentations. You can access the 1st paper in the series, “The Importance of Color in Investment Management Presentations and Reporting,” here.
Hot off the press, the second paper in the series examines the effects of typography on your target audience and offers guidance for choosing a font that reflects your firm’s brand identity and messaging.
Learn how font choice affects your audience
“First Impressions Matter: The Importance of Typography in Investment Management Presentations and Reporting,” explains how font choice affects viewer behavior and provides actionable steps for selecting a font family that will support your firm’s professional image. We provide time-tested design tips for using fonts to enhance the readability of your firm’s presentations and client reports, along with specific strategies for displaying complex numerical data and statistical information to best advantage. You can read the full paper, along with a selection of recommended fonts for investment management marketing and client reports, here.
Make 2015 the year your firm updates your marketing presentations and client reports to create a contemporary, client-friendly impression!