5 TIPS FOR COM­MIS­SION­ING IL­LUS­TRA­TION

FOL­LOW TH­ESE PA­RAM­E­TERS TO GET THE MOST OUT OF IL­LUS­TRA­TORS

Computer Arts - - Illustration In Branding -

1 SET A CLEAR BRIEF

Com­mis­sion­ing great il­lus­tra­tion is about great com­mu­ni­ca­tion. To make sure this hap­pens, set a clear brief cov­er­ing ex­actly what you want in an image and the style, as well as the timeline. Make it plain why you’re com­mis­sion­ing that per­son for that job, and give them as much in­for­ma­tion as pos­si­ble to let them in­ter­pret that creatively.

2 CON­SIDER SPE­CIAL­IS­ING

Ac­cord­ing to Hired Guns Cre­ative, spe­cial­i­sa­tion was ini­tially a scary move, but has been “a fan­tas­tic thing.” Thirst Craft echoes such sen­ti­ments: “This is our story now, and it’s given us a re­ally deep un­der­stand­ing of the drinks in­dus­try now and the right ques­tions to ask peo­ple,” says cre­ative di­rec­tor Matt Burns.

3 THINK ABOUT SCALE

When com­mis­sion­ing il­lus­tra­tions for pack­ag­ing, re­mem­ber the can­vas will gen­er­ally be pretty small. You have to strike a bal­ance be­tween work that’s suit­ably de­tailed as to be in­ter­est­ing close up, but is also bold, vis­i­ble and leg­i­ble enough to stand out on the shelf.

4 LOOK TO THE FU­TURE

Ac­cord­ing to Cana­dian agency Hired Guns Cre­ative, aug­mented re­al­ity tech­nol­ogy is likely to be­come a big in­no­va­tion in il­lus­tra­tion across al­co­hol pack­ag­ing, and is al­ready be­ing used across Aus­tralian win­ery’s 19 Crimes wine, which uses an app to show por­traits of real for­mer crim­i­nals on the la­bels.

5 RE­SPECT YOUR COL­LAB­O­RA­TORS

Noth­ing makes for a bet­ter work­ing re­la­tion­ship – whether be­tween a brand and agency, agency and il­lus­tra­tor, or all three – than trust, re­spect, and di­a­logue. “It’s a bal­ance be­tween re­spect for who you are as a brand and flex­i­bil­ity to im­pose no lim­its on the cre­ativ­ity,” says artist Den­nis Osadebe. “A great client is one who can com­mu­ni­cate ef­fec­tively and un­der­stands the im­por­tance of al­low­ing the artist to em­brace their tal­ent.”

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