The Illustration Effect
Bespoke illustrations are everywhere. What makes them so special?
Look around. What do you see?
Illustrations are everywhere.
Hand-drawn typography, icons, and mascots have revitalized large and small brands across the globe. Trends include minimalistic line art, rustic inks with hatching, rounded characters, vintage “rubber hose” animation styles, ornate mystical elements, sketched fonts, and geometric patterns.
What inspired this shift to organic lines, shapes, and textures?
Originality
Instead of reinventing the wheel, business owners curate unique aesthetics by collaborating with imaginative artists and designers.
Bold, vibrant, personalized products are more likely to stand out in-store or online. Plus, it’s far more challenging to replicate custom designs.
Emotions and the overall need for personal satisfaction fuel buying decisions! If a consumer wants to feel…
HAPPY
HEALTHY
HOPEFUL
[INSERT IDEAL STATE HERE]
…there are plenty of solutions available. Genuine branding that resonates with consumers is just the start.
Efficiency
Establishing a business’ voice may take hours, days, or weeks from conception to launch. However, once striking visuals are in place, it’s much easier to understand and connect with the beating heart of a brand’s mission.
Since companies have a brief window of time to make an impact, they must prioritize concise messaging, distilling it down to essential components.
Symbolic illustrations ideally express guiding themes, so passersby are never left wondering: What was the point? Or worse, they don’t have an opinion on the subject at all. Indifference is the worst outcome.
People are exposed to thousands of images per day. Lines of text can slow the flow of information, but balanced visuals with key motifs achieve the desired effects within seconds.
Unity
When you visit a company’s profile on social media, what inspires you to stop instead of scroll past?
For me, it’s cohesive branding and messaging. Unified primary logos, submarks, fonts, icons, and colors are visually appealing.
With a solid public image, a business is less likely to frustrate or confuse visitors. They’ll see it as legitimate. Eventually, admiration could lead to conversions, sales, and trust.
Connection
Audiences are drawn to authenticity, not perfection. Symmetry, straight lines, proportional shapes, and clean fonts play many valuable roles, but they don’t always touch hearts.
Bespoke illustrations not only enhance educational infographics but also increase brand awareness across social media platforms. Most importantly, they craft an entertaining story for consumers to follow.
All ads—good and bad—share three goals:
Promote a service or product.
Persuade the target demographic to act.
Remind people that a business exists and can solve their problems.
The most effective commercials, billboards, packaging, and other forms of marketing immediately capture viewers’ attention. Passersby are invited to partake in a journey. Sometimes, it’s comical, lighthearted, and playful. It can also be poignant and sincere.
All companies—not unlike musicians—strive to build a loyal fanbase. Though the road may be long and winding, such consumers are in for the long haul.
Case Studies
Let’s experiment! There are 2 different brands below. Guess what they offer and why.
GRAZA
DESIGNER: Take a Gander
PRODUCT: Single-origin EVOO
FOR: Health-conscious people who love to cook
Gaza showcases a variety of olive-centric scenes. Each one guides buyers through the detailed process—from field to kitchen. The charming characters are in impossible positions, but their trusty olive oil never fails them. Instead, it continuously enriches their lives, making them more adventurous and flavorful!
ROOM FOR MILLY
DESIGNER: Perky Bros
PLACE: Classy Denver cocktail bar
FOR: Guests who want to be transported with drinks in hand
Denver’s cocktail bar Room for Milly was named after Milly Parker, an avid traveler, socialite, and storyteller. Whereas the branding’s font and gilded materials are upscale and intricate, the illustrations appear hastily inked as if they belonged in a notebook. Along with the chic woman, hummingbirds are a recurring motif. The floral arrangement, typewriter, and treasure chest hint that Milly lived a grand life. All these elements insinuate that no matter who stops by for a drink, they are guaranteed a marvelous escape.
After reading this newsletter, I hope you walk away feeling even more inspired by the art of illustration! This niche is ever-evolving, and we can’t wait to see what comes next.
