Analysis Of Pfizer

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Pfizer is the world’s largest research-based pharmaceutical company in the world. With its corporate headquarters in New York City and research headquarters in Groton, Connecticut, Pfizer also boasts one of the largest pharmaceutical companies based on revenues. Founded by cousins, Charles Pfizer and Charles Erhart in 1849, Pfizer has never stopped growing. Playing a large role in their growth has been their research and development of new drugs as well as some key acquisitions, such as Wyeth. Pfizer uses three strategies in its 2012 annual report, which both reassures and proves why their company is among the elite. It uses vibrant colors to catch the reader’s eye, bold text and numbers exemplify important sentences and numbers, and pictures help ensure its investors of their global success.
First, Pfizer uses vibrant colors that evoke certain psychological emotions. Page two of the 2012 annual report uses a background of orange. The color orange has very high visibility, so you can use it to catch attention and highlight the most important elements of your design. In addition, orange is said to increase oxygen supply to the brain, producing an invigorating effect, and stimulating mental activity, so it is only fitting that Pfizer would use orange to begin its annual report. Pfizer then uses the color blue as a background for the letter to stakeholders from the CEO, Ian Read. Blue has a very calming influence on the eye; and it commonly is associated with depth and stability: two words shareholders would be pleased to associate with their investment. When focusing on how environmentally friendly Pfizer continues to be, it uses the color green, which is commonly associated with nature. It also helps the reader be ass...

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...as the focal point, and not the number. By effectively placing pictures throughout the annual report, Pfizer gives the appearance of a friendly, relatable company to its shareholders.
By using vivid colors, bold text, and cheerful pictures, Pfizer has created a very readable annual report, which emphasizes items of importance, but not skimping on completeness. The vivid colors present a nice contrast with the text that is easy to read, the bold text helps bring attention to important numbers Pfizer is proud of, and the cheerful pictures present an image to the reader that Pfizer not only cares about progress and growth, but the number of employees who helped them reach its targets. These three specific strategies Pfizer uses throughout their annual report both tactfully and tastefully help turn a boring report into a personal and enjoyable reading experience.

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