5 TIPS FOR COMMISSIONING ILLUSTRATION
FOLLOW THESE PARAMETERS TO GET THE MOST OUT OF ILLUSTRATORS
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.”