First of all.. what is brand illustration??
Brand illustration is the use of illustrations to add debt, feeling and character to your brand. Over the past couple of years it is getting more and more popular- a trend that is continuing in 2023 as I wrote in my previous blog post.
Brand illustrations will set you apart from the crowd. Illustrations will give your audience a feeling instantaneously- they don’t have to read a whole paragraph before they understand what you want to say.
Even a single word can have this effect. Have a look at the image below, then read the word. Just a simple word like this will take a bit longer to process in your mind – did you notice?
A picture is way more effective. You can see this everywhere around you, think of the signs for a fire exit, toxic liquids, flammable fabrics and so many more. These icons are super-efficient and you understand them so much quicker than having to read a label.
Adding illustrations to your brand visuals can create this effect too – but you probably don’t want them to be the boring warning icons but something that fits your brand values and vision.
If you wonder how you can use images to benefit your business and marketing, well don’t worry I’ve written out 5 ways they can:
Brand Identity
Adding custom made illustrations to your website and marketing will make you stand out from the crowd. People will recognise your brand more quickly and it will add character and emotion in an instant. It can also put across quicker what your business is all about, especially if this is not easily explained through your brand photography.
As per the image below, this can be an abstract image as well as something recognisable..
Attention
A good illustration will draw the attention of your audience to the most important part of your website. It will make people pause the scrolling and look at the text next to it to see what this section of your website is all about. Should they sign up, buy now or book that call... If these sections of your website are not easily detected, people will find it hard to do business with you and might go to your competition.
So why not add a quirky, fun, attention seeking image to your website to get your customers attention?
Good Looking
A lot of us probably don’t want to admit it, but… we do like beautiful things. The same goes for illustrations, although they have many more features (as mentioned in this post) having good looking images as part of your brand identity makes people like what they see, like your brand which in turn makes them want to buy from you!
Add humour
Who doesn’t love to have a giggle? Illustrations can add a bit of humour to your brand, linking that positive feeling to you and your brand. Putting a smile on their face whenever they think of you!
Emotions
As mentioned before, illustrations can draw out emotions in your audience without having to describe what your brand does and connect with them. And we all know that pulling on your customer heartstrings will make the sales. So instead of spelling it out (literally) why don’t you let an illustration do the work for you!
But where do I start?
If you’re not sure where to start with adding illustrations to your brand? Here are some ideas how to use brand illustrations:
Your website
Infographics
Social Media posts
Blog images
Instagram highlights
Social media profile picture
With Canva, adding illustrations to your branding is super easy and fun to do. It is also a cheap option. I would definitely recommend this as a way to start using illustrations within your marketing.
But there are a couple of things that aren’t as great with Canva graphics though...
First of all, there are soooo many of them that it can take a too much time finding the ones that suit your values and existing style. Maybe you are a baker and are looking for kitchen utensils and baking illustrations- I can promise you there are some great illustrations on Canva that you can use for (almost) free. But which ones do you pick? Before you know it you have been scrolling and searching and picking THE image for 2 hours.. and who got time for that??
But okay, let’s say that you picked a selection of graphics. You most likely will stumble upon my second issue. Some graphics are great in that you can add your brand colours so it fits in perfectly with your look. But other times you are stuck with the colours of the graphic, and it will stand out for all the wrong reasons. It means that instead of using illustrations to be more recognisable you probably create confusion and people will feel a disconnect with your brand.
My third issue is all the different styles. This might be more of a designer thing, but having one illustration looking super slick and the next in a sketchy style and the next one in a cartoon style also doesn’t create the consistency that you are looking for. Having graphics and illustrations in a style that suits your brand is key. I promise to write a blog post about all the different styles, what they look like and how they come across soon! But creating that instantly recognisable look, like you do with your brand identity is also a big one when it comes to brand illustrations.
Lastly, they aren’t unique to you and your brand. With 75 million users these graphics are available to a LOT of people.. They are not designed with your brand values in mind or your messaging or what makes you unique and stand out. They are designed to appeal to a lot of businesses and before you know it you see all your graphics being used by your competitor..
So having bespoke illustrations created for your brand will push you to the next level and away from the DIY Canva look!
If you are wanting to look the part in 2023 and are thinking of adding some bespoke brand illustrations to your unique business - please get in touch and we can have a chat about how this can look for you!
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