Corporate Eye

Toray Group Website — Effective Use Of Visuals

Based in Japan, Toray Group is an integrated chemical company. The company has 37,924 employees and 1,471.6 billion yen (2009/03) in sales. First let’s go to About Us

Toray Group: About Section

Note the use of image visuals. This gives a personality to the website. You get a feeling that there are people are behind this site. Profiling the message from the CEO also is an effective technique. Also deciding to put “Our People” is telling, hmm what’s that phrase “people are our most important asset”.

Navigate to Corporate Governance. There is a comprehensive description but not overly wordy explanation of the company’s Governance process supplemented by a visual diagram —

Toray Group Corporate Governance

The visual is a good supplement to the text and enhances communicating Toray’s Governance process.

Now let’s view what is an excellent use of a video, Toray at a Glance, to explain the company’s businesses, performance, strategies and at the end links to more information.

Toray Group At a Glance

This is one of the most effective website communication techniques I have seen.

Lesson Learned — enhance your website communications by thoughtful use of visuals.

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Ed Konczal has an MBA from New York University's Stern School of Business (with distinction). He has spent the last 10 years as an executive consultant focusing on human resources, leadership, market research, and business planning. Ed has over 10 years of top-level experience from AT&T in the areas of new ventures and business planning. He is co-author of the book "Simple Stories for Leadership Insight," published by University Press of America.