When Dutch financial company SNS Reaal produced an online only annual report, it had its designer Fabrique summarize the salient points in a simple 2 and a half minute film. No fancy computer graphics, no elaborate sets, no fuzzy corporate-speak, just three ordinary-looking people walking viewers through who they are, what they do and how they performed in 2010. The complete annual is presented just as simply, incorporating functions that let readers make a custom pdf of just the pages or paragraphs that they want to keep for reference. The first test of transparent reporting: make it understandable.