Four law-firm research surveys include examples of what what might be called “decorative elements.” Such elements gussy up the pages of the report, add to attraction for readers, contribute visual appeal. A graphical minimalist such as Prof. Edward Tufte might disparage decorative elements as eye-candy without informational nutrition, but others are more aesthetically minded and sensitive to the importance of reader engagement (dare we say, entertainment value of survey reports?).
Law firms want to leave a good impression: good looks and visual creativity lingers pleasingly in the mind. Besides, the designers who lay out the report don’t measure themselves simply by the ratio of ink to information. Artistic sensibilities and design values contribute to a report. Lawyers don’t think in terms of what catches the eye, but desktop publishers do.
Norton Rose Lit 2016 [pg. 4-5 ] nestled a grey piece of a jigsaw puzzle behind its text. The image is hard to spot, but look carefully to the right of the words “litigation trends” in the fourth line of text: a white space and a grey swatch mark part of the slightly-tilted image. Like a musical joke tucked in by a composer, a decorative element can amuse and entice a reader who appreciates it.
Later, in the same report, the firm flew a plane across the lower part of a page [pg. 23]. That visual tidbit may add no informational value, but it draws the eye and tickles the fancy.
Morrison Foerster Privacy 2017 headed each page with a complex visual. Critics might take the firm to task on the grounds that the header distracts; it’s blatant and complex. Others may admire the combination of evocative pictorial elements and a bit of lightness amid a cerebral presentation.
Berwin Leighton Arbvenue 2014 [pg. 10] added a cartoon to one plot. Whether or not you connect the small figure and the data being reported, let alone whether the cartoon makes a point any clearer, at least you notice it. If you notice it, you might also pay attention to the data to its left.
Morrison Foerster Compliance 2015 [pg. 12] bordered its pages with a wash of blue. As with all the decorative elements shown here, you could do away with the blue shading on either side and lose nothing — except a soupcon of color that pleases the eye. To rephrase an old saying, “All metrics and no magic makes survey a dull report.”