Brand style is made up of values, character, need, mission, distinction… And illustrators are able to express product qualities in an exclusive and democratic way, mature and young, understated and bright.

Branding is about creating feelings for people. There is a wide range of means of figurative expression, but only those that make the connection between the product/service and needs/desires work.

The logo is a frequent case of using imagery and visual metaphors. It consists of symbols (sign, image) and a name (text part, lettering). Together they form a single associative complex, which should be easy to apply and read from all the attributes surrounding the brand.

Henri Nestlé, realizing the importance of the brand in promotion, used his family coat of arms, a nest with birds, as a trademark. Unilever strives to make development the norm for everyone and every icon on their logo makes sense.

The power of branding is not only directed at consumers, but at the corporation itself – employees, the union community, partners and investors also become recipients of the message. On many levels it can drive, motivate, develop service and humanity.

Packaging is a fertile field for illustration. A picture of the products most often does not depict the actual features and benefits. Thoughtful design aims at the heart of the target audience, presents content and differences, promises a new experience and seeks to evoke affect.

If brand is a voice, then advertising is a message from a company’s strategy. It is always a collaboration (co-creation) of a group of people, and very rarely are powerful things produced alone. The quantity and quality of goods and services is increasing, and with it, so is competition.

It is no longer enough for modern society to simply consume – ideology, context increase the joy of feeling and belonging to one product or another.

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Adaptability – universal placement of components on any screen size
Animation – video, gif or code – steers the focus and mesmerizes
interactivity and gamification – time flies when you are in the game
software capabilities are evolving like never before

Regardless of technology, human attention is subject to a visual hierarchy. It takes some time to read and understand text. And visual information penetrates instantly and answers the who, what, where, and how questions faster than all other types of information.

For example, in the most simple page consisting of a header, text block and pictures, the first sight is directed precisely at the picture (of course, if it is commensurate with the other elements). Evaluated its attractiveness, semantic coherence and in the case of interest – wandering attention is replaced by arbitrary.

The task of the illustration – to influence the audience. Many online resources use author illustrations in a unique style. When it comes to a specific object or person, of course, photography does a better job. But when it comes to processes and states, even a very simply drawn but successful image will complement the text much more effectively.

Visual content can dominate text, especially if it’s a catalog, gallery or promotional page. They appeal to touch and tactility, moving and changing to captivate and find new ways to interact. Image, color and typography need to harmonize with the overall idea. Beware, great design can make or break your expectations!

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Publishers are classified into book, newspaper, magazine, music, on-line, and others.

Periodicals choose and combine all the tools to express their ideas and sentiments. Typography and images are intertwined to capture and hold the viewer’s attention, stir emotions and intellect.

A variety of materials, color techniques and printing techniques allow you to create print products not only for the mass readership, but for premium niches as well.

Particular attention should be paid to children’s books, because children’s perception differs from that of adults – colors and plot can be very detailed, rich and act in close connection with the details in the text, to reveal the world of the story more fully. Pictures can make reading more emotional and also teach you to get a broader view of what’s going on.

Illustrations sometimes have a realistic look, but the most interesting ones are cartoonish. Mostly it depends on the plot of the book, the age of the reader, the wishes and capabilities of the authors. But it is desirable that the design was stylish and holistic, because, more often than not, it is with the first books begins the development of the reader’s taste.

For those who want to master this art, there’s The Adult Book of Children’s Illustration by Elina Ellis, which proves that it is achievable with any skill if you want to.

In the “Process” section of the children’s illustrated book site, artists show and tell how characters are born, angles are taken, techniques are chosen and communication with the authors takes place.

Music production, too, uses graphic language to better find its admirers. Album covers become identifying beacons for music lovers, and on tangible media become collector’s items.

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