Illustration is the production of drawings and images that visually interpret an idea, narrative or information. Can be used on book page, product packaging, app screen or advertisement. Its task is not only to decorate the space, but to help understand the content or give it a certain expression.
When choosing an illustration for a brand, first determine what message it will convey. Photo may be more suitable if you want to show the actual appearance of the product. Illustration can offer different possibilities to explain an invisible process or express an abstract idea.
Photos do not have the same function as icons and logos
The photo may show a specific person, product or environment. An icon helps to quickly recognize a function or concept. The logo is the distinctive sign of the brand. Illustration can be used with these elements, but it does not automatically replace all of them.
For example, the drawing used on the blank screen of a mobile application can explain the situation to the user. However, the description and button required to complete the action should still be clear. Decorative character getting in the way of the process shows that good visual production does not mean good interface.
Set the style according to the usage environment
A finely detailed drawing may work on a large banner but look complex on a small label. Try the number of colors, line thickness, shadow and texture decisions in real sizes. The perspective and level of detail of drawings in the same series should also be consistent.
When evaluating the visual language of the product with the packaging designer Selçuk Aker, the effect of the drawing on the shelf as well as how it supports the product information can be discussed. The illustration should not overwhelm the label text; It should leave enough space for content and usage information.
What information should be included in the brief?
- The topic to be told and the target audience.
- Places of use, dimensions and number of adaptations.
- Current color and font rules of the brand.
- Desired emotion and associations to be avoided.
- Need for post-editing and submitting files.
Favorite examples can be shared; But do not consider reproducing another artist's character or scene as a brief. Explain which feature of the reference is useful. Guide to referencing design history helps develop this distinction.
Progress approval from sketch to final file
Composition and main idea should be evaluated first, then style and details. A complete change of narrative in the final stage is different from a minor color revision. If more than one drawing is required, it is helpful to first establish commonality on a representative example.
Initially write down the areas where the artwork will be used in Packaging Design and digital campaigns. This makes it clear whether the submission will consist of a single large image or separate editable elements.
Frequently asked questions
Is the illustration necessarily hand drawn?
It can be produced with traditional or digital tools. Before the tool used, the narrative decision and its quality in practice should be evaluated.
Are all illustrations vector?
No. These may be pixel-based, vector or combining different methods.
Can ready-made illustrations be used for the brand?
Terms of use and brand compatibility should be evaluated. A ready-made item should not be presented as an original brand character.
