From traditional pen & ink, water colour, oil and charcoal through to digital illustration, we've explored various mediums to produce high quality illustrations executed in various styles to communicate diverse messages. Drawings cross language boundaries as they interact through colour, mood and iconic association. They add an individual, unique feel and are different to the photograph in that no two illustrations are ever the same.
Illustrations can be custom-created to your style. Each of these categories communicates a very different feel:
Cartoon Illustation
Cartoon illustration consists of original artwork, usually produced with ink and watercolour, which creates a playful and more personal tone of presentation. Most commonly, human caricatures create a feeling of involvement and entertainment- often these are incorporated in educational brochures, posters and presentations, by means of scenes depicting a scenario specific to its educational purpose.
Many companies also choose to have their brand strengthened by the presence of a brand character, which humanizes the company to an extent. The character, human or animal, allows the viewer (consumer) to identify more cohesively with the brand and adds a playful touch, thus informing the type of audience it wants to reach.
Although this form of presentation is limited in its range of appeal (perhaps with the exception of political cartoons run in newspapers) and sometimes relies on visual stereotyping, it remains one of the most effective ways of stimulating a viewer's interest.
Comic Illustration
Comic illustration is closely related to cartoon illustration and therefore can perform the same function. However, as a genre on its own, comic illustration has been wholly intertwined with the psyche of modern day design. This is because of the versatility of its design principles - hard, clear lines that accentuate light and shadow; it makes an impact whether extremely colourful or monochromatic; it is usually structured within a panel, which gives it a filmic quality (for instance, a dramatic camera-angle can be used to instil that drama into the viewer); and finally, the sky is the limit, as this illustration style is only limited by the imagination of the designer and the concept. Comic illustration is particularly useful when designing for a younger, hipper audience and it can convey a whole range of moods and even intellectual discussion.
By using design elements from this genre, the artwork not only looks very polished and interesting, but it also plays with the viewer's connotations to the genre and its history. This is very important when one is looking at marketing for a smarter, edgier audience whose intelligence should not be insulted. This style of design can be used to create exciting concepts in shop window displays, poster design, print and TV ads, and even flyers.
Vector Illustation
Vector illustration is the most popular illustration for marketing requirements and consists of those illustrations that have been produced on computer-based design programs. These images have a sleek, polished feel and are of an intricate and very stylish nature. Often a design is rendered by using a stock image and completely retracing it to become something new and exciting.
Alternately, designs can be produced from scratch predominantly using shapes, colour and texturing creating a simple, yet striking image. Usually, elements of vector design are combined with photography and typography to create a professional corporate image or a print ad campaign. These kinds of designs are also popularly used on clothing brands catering for a young and trendy audience.
Well-developed concepts in vector illustration are evident in all forms of media and are consistently used by companies who are serious about appearing professional and stylish in a competitive marketing industry.
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