USING ILLUSTRATION TO HELP YOUR BUSINESS

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WHAT DOES AN ILLUSTRATOR DO?

'Graphic design' brings to mind computers and creating business cards and websites. 'Artist' suggests a canvas and easel, paints at the ready. But what does an illustrator do?

I use all the usual artists' materials such as paint and canvas, pen and ink, watercolors and such, as well as graphics programs on the computer, to create artwork that has a mostly commercial application. This includes artwork featured in books, in logos, on packaging, in newspapers and magazines, in advertising, on signs, and anywhere that an image will help communicate an idea.

Historically illustrators have created artwork for books, newspapers and advertising to enhance the viewer's appreciation of the written words or to show a representative or imaginary situation. People enjoy looking at pictures. They helped sell goods hundreds of years ago just as they do today.
Illustration is used in a similar manner now for a much wider range of product and service needs. An illustration can convey a separate reality and free the imagination.

Different illustration styles – as well as subject matter – are used to communicate information to the viewer -- a beautiful, classic approach to a subject conveys a different sense than a mod, cartoony style.

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ILLUSTRATION HELPS MARKETING & PROFITS

That is the beauty of illustration. It allows for the creation of a unique look, style, color palette and imagery that help brand your business and convey a particular feel or emotion to your target audience.

In this competitive business world, having a uniquely identifying look is key to reminding your customer base who you are and what you do. An eye-catching illustration can have a strong influence on a customer who's faced with a choice. We make decisions this way every day – given a choice between competing products, and with no other means of evaluation, we base our decision on visual criteria and often on the familiarity of those visual clues.

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WHAT STYLE OF ILLUSTRATION IS APPROPRIATE?

One of the first decisions to make when working with an illustrator is to determine the style that will best communicate your idea to your audience. Children's books, for example, exhibit a wide range of styles but most of them have a playful, fun quality. Likewise a motif for a golf club's marketing material is usually upscale and traditional. The right style of illustration and design can do wonders for your image.

Some illustrators specialize in one particular style, others, like myself, enjoy adapting our talents to a wide assortment of looks. In all cases, the illustration style will be most effective if it can act as a bridge between the concept and the audience and helps make an emotional connection on some level -- and that means putting yourself in the shoes of that audience. What might they notice? What message should you send?

An illustrated piece can help a new business' personality come through, or spruce up an older company's image. Whatever style is right for your project, attract attention and make your business memorable.

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WHAT ABOUT STOCK ART?

It can seem like an expensive idea to hire a photographer or an illustrator to do something distinctive for your business. And sometimes it really isn't necessary. There are some great stock art companies out there with lots of good, if generic, illustrations and photographs for you to use. For many applications that is the way to go -- it's cheaper, and it's easy.

But there are pitfalls to using stock art. For one, unless you pay for exclusivity, the image you are using may show up on someone else's website or in a competitor's ad. That could be more damaging in a marketing sense than the cost of having hired your own photographer/illustrator. Another pitfall is stock art's inability to brand your business properly. Even if the text of your piece does explain your USP, without a distinctive image or theme it might be hard to get your message to stick. You may be spending money for print/web but not maximizing the opportunity to have your concept resonate.

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IN CONCLUSION...

Decide on the idea you want to communicate and ask your illustrator or graphic designer to help you find a way to do so in a creative manner. Look at your audience and what they respond to; think of your values and what you want to convey via the imagery you use. Remember when it comes to branding your business, consistency is key. A compelling illustration may be exactly what potential customers need to keep you on their mind.

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This article was edited by Gwyn McAllister, copywriter and journalist.
Let a wordsmith polish your text! Contact her via email at gwynmca@comcast.net