Assette Launches “First Impressions Matter” Initiative

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Assette partnered with Boston University Communications Professor Joyce Walsh to research why color, font and information organization matter in investment management presentations and client reports.

'A manager’s client reports and marketing pitch books make up the most visible face of their firm, seen by hundreds of asset owners, trustees and consultants a year,' says Assette CEO Thusith Mahanama.

Assette has partnered with Boston University Communications Professor Joyce Walsh in an initiative designed to:

  • Help institutional asset managers understand the research behind the effects of color, font and information organization choices on target audiences for client reports and marketing pitch books.
  • Provide practical suggestions for creating professional-looking materials that reinforce based on that research.
  • Make sample color palettes, font examples and organization templates available to the investment management community via Assette’s website http://www.assette.com/gallery.

“First Impressions Matter” shines a light on this under-covered area of investment management marketing. “A manager’s client reports and marketing pitch books make up the most visible face of their firm, seen by hundreds of asset owners, trustees and consultants a year,” says Assette CEO Thusith Mahanama. “But too little attention is paid to the subtle effects that design and data organization can have on audience perceptions. ‘First Impression Matter’ aims to change that.”

The initiative kicked off in January 2015 with the publication of Professor Walsh’s paper, “First Impressions Matter: The Importance of Color in Investment Management Presentations and Reporting,” and a companion webinar, co-hosted by Assette and the Professional Association for Investment Communications Resources (PAICR). Read the paper at http://www.assette.com/whitepapers.

Future events include:

  • Publication of “First Impressions Matter: The Importance of Font in Investment Management Presentations and Reporting” and companion webinar, co-hosted with PAICR. Target: March 2015.
  • Publication of “First Impressions Matter: The Importance of Information Organization in Investment Management Presentations and Reporting” and companion webinar, co-hosted with PAICR. Target: April 2015.

Assette helps investment managers provide information to institutional plan sponsors and consultants, and makes thought-leadership articles available through their website (http://www.assette.com) and blog, The Assette Report (http://blog.assette.com/).

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Paula A. Garcia
Assette
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