Updated: 9 minutes ago
You’ve Heard The Phrase - “A Picture Is Worth A Thousand Words.” Well, That Number Is Even Bigger If You’re A Brand.
Images and illustrations can transport us to new places. They can introduce us to new characters. They are capable of eliciting emotions we had tucked away like crumbled-up tissue in a pocket.
Illustrations are engaging, and the colors, textures, tones, and details hold our attention even. They tap into the big visual processing part of our brains. We step into visuals to explore the details, to figure out how all the pieces fit together, and to feel big feelings.
Illustrations Say A lot About You
Illustrations hold particular power for marketing teams and product innovators alike. They help tell a brand’s story – the narrative that explains why you exist, what you aspire to achieve, and how you’re going to accomplish it.
Illustrations help establish a brand’s personality, a major business asset.
They can animate a brand’s values.
Illustrations humanize brands.
Most importantly, illustrations differentiate. They help make brands indelible in a mass messaging environment.
Without proprietary artwork, Headspace wouldn’t be nearly as serene and contemplative; Chobani’s mission to make food fun wouldn’t be as appetizing; and Nike simply wouldn’t swoosh.
Illustration deepens relationships with consumers by starting a dialogue. Of course, pictures speak for a brand, but they also invite users to respond. Think travel destination tee-shirts we wear proudly after a trip; cause marketing posters that represent what we stand for; and social media images we share.
Visual Work At Multiple Touchpoints
Illustrations are about way more than logos and graphic standards. Pictures have legs, so they can follow a brand wherever it roams. Websites and marketing materials are just the start. Pop-up shops, product extensions (like hats, shoes, & hoodies), menus, packaging, partnerships with other brands, SWAG, events, and more.
Smokey the Bear has appeared in countless national parks and classrooms.
Beverages would simply be liquid in cans and bottles if it weren’t for illustrations. Stroll down the craft beer or wine aisle in a store. The visuals on those packages drive sales and conversation. Maybe even a little obsession.
Nissan took over Piccadilly in London with an animated illustration.
New Yorker cartoons stand for wit, sarcasm, knowledge, and attitude, not simply the magazine. They reflect how readers wish to see themselves. And they entertain.
You don’t have to be a major player to create a unique illustration-based design program. Local coffeehouses, Etsy stores, Mom & Pop restaurants, and one-off autobody shops have become immediately recognizable as a result of their artwork.
So, You Got The Picture?
Collaboration with illustrators grows your marketing team. (Especially when you’re the entire department.) Let’s face it, marketing and communications folks need to run fast and jump high. Simultaneously.
Design and illustration folks think both strategically and executionally.
Yes, simultaneously. They can help you envision how to tell your brand story in ways you might not have had time to consider. They can address how to incorporate visuals across the full range of communication platforms you use. And they can identify potential opportunities to expand your brand reach in the future.
This makes the additive effect of illustrations way more than “a thousand words.” But who’s counting?
Green Means Go
But you already knew that because pictures speak. What they may not tell you is how to put visual imagery to work for your brand. It might be helpful to ask a handful of people unfamiliar with your brand to describe it. Have them weigh in on how well your brand communicates a purpose or personality or story. If your unbiased audience struggles or provides inconsistent feedback, then it might be time to consider some changes. You can brainstorm with your team on what you're trying to say and how to depict that visually. And you can obtain outside input. Start generating visual ideas. They'll take you where you need to go.
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Everything we share here is meant to be helpful and inspiring. We’re speaking from experience and past proof of concept. We respect each other's works, cultures, and opinions. The trends, examples, and observations in this article are provided for educational and inspirational purposes only. Mentioned brands, businesses, and cultural references are not affiliated with or endorsing this content. Opinions on all subject matter, audience behavior, andstrategies are general observations and may not apply to every audience or situation. Always consider your brand values, goals, and audience sensitivities before implementing changes or creating new visual content. Please consult a qualified professional when needed to help make decisions. You are responsible for how you choose to use this information, and we are not liable for any loss, damages, or issues that may arise. We can’t be responsible for how things play out, but we’re always rooting for your success
Credits
Author: Julie Garel
Editor: Jenn Hart (More About Me)
Associate Editor: Sarah Dawoud
Art: Sharon Bakas
Julie Garel
Is a writer and market researcher living in Washington, DC. Julie has worked at numerous global agencies and creative boutiques as Chief Curiosity Officer, where she gained considerable experience in the tourism, hospitality, education, and health care sectors. Julie holds master’s degrees in international business, environmental management, and conflict resolution. She loves hiking up mountains, live music, and her family, especially Boo, her rescue pittie.
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