The question of whether a well-designed annual report actually leads to a better evaluation of the company by analysts can be answered clearly with 'Yes' by the authors. They presented financial analysts with content-identical annual reports, which were either well or poorly designed, in an experimental setup based on social empirical research methods. The analysts worked with the reports and answered questions, from which the authors could derive the impact of the design. The empirical research shows that analysts can be influenced by visual stimuli. Good design enhances the assessment of the content, conveys a more positive impression of the company, and contributes to building trust.