Crafted images are a particularly accessible element of an annual report. Whilst complex financial data requires a specialised knowledge to be understood, photographs do not and the reader will easily determine a reference from images seen.
They can be rhetorical. Unlike the financial data contained in an annual report photographs are not subject to regulation nor audit or other review. They therefore represent a freedom in how an organisation may represent itself and its brand. Photographs in annual reports can even be viewed as symbols and metaphors shared between the organisation and the reader.