Different illustration styles & techniques

Defining different illustrative styles

Illustrated packaging is a particular communication choice, from a marketing point of view, as it helps a brand to become recognizable. The illustration can make a product more attractive and captivating, creating a moment of attention for the potential consumer. It becomes essential to effectively convey a message because, through a particular style, one or more subjects can tell a story, defining the character of the product or brand, it’s cultural background, etc. In short, it allows you to develop a visual narrative.

Annie, A.(N/A). Candle packaging [Gauche & digital]. Illustration X. IllustrationX

Illustration is a complex world that includes various techniques and means of expression, such as collage, watercolours, prints and digital or analogue painting. To obtain an effective and quality result, when it comes to illustrated packaging, it is necessary to contact two different professionals: a graphic designer, who will do the technical and graphic design of the packaging(box, labels, etc) and an illustrator who will take care of the illustrations.

Black and white drawing

Reminiscent of the engravings of the past, for this reason, the illustrations made with this style have a flavour of tradition. They are used in the food sector precisely because they refer to ancient recipes or hand illustrated herbalist treaties. Pencil drawing is rich material, which allows you to create soft shadows and transitions, as well as sharp, accurate lines.

Dieline, A. (2017). Chad Michael Studio Designs Flora & Fauna Wine with exquisite Detail. The Dieline. Chad Michael Studio Designs Flora & Fauna Wine With Exquisite Detail | Dieline — Design, Branding & Packaging Inspiration (thedieline.com)

Watercolour

Fresh watercolour styles can convey the idea of a refined product. It can tell the product in a serious or more pleasant way, communicating a different message. The overall feeling of watercolour illustration is soft, airy and with lots of depth.

Ana, S. (2016). Zella Chocolate[watercolour on packaging]. 99designs. The watercolor design trend: what it looks like and how to use it — 99designs

Comics

Widely used in the world of craft beers. The comic style is suitable for products and brands that want to present the product fresh and carefree to attract attention and entertain.

Semi, H (2019). Comic strip on Harry’s packaging forshadows mystery item inside. Dezeen. Comic strip on Harry’s packaging foreshadows mystery item inside (dezeen.com)

Vector/2D and 3D

Highly impactful illustrations from a graphic point of view, are the result of new digital technologies that are exploited in the creation process and represent a new way to explore creativity. This particular style gives the idea of a new product on the market, is innovative and allows you to create colourful but sophisticated packaging. By rule, it is harder to make a smooth transition with vectors but vectors has its advantages in producing a certain style of imagery. You can easily recognise the vector by it’s clear outlines, shapes and definition.

Laura, G (N/A). Recycle Me [Digital art on packaging]. Illustration X. IllustrationX

In summary, illustrations can become the protagonists of the graphics of a product, becoming a fundamental element in the decision-making phase of a consumers purchase. The consumer perceives a product with interest, precisely because a unique design element characterizes it. Due to the communicative and evocative abilities applied to the design, this allows to immediately transmit any messages involving the consumer and evoking high emotions.

With the statement to obtain an effective and quality result, when it comes to illustrated packaging, “you need a graphic designer specialising in this type of work, and an illustrator to create the images”. stated by Alessandro, B. (2022). Packaging illustration: recognisability and colour [Article]. I agree in some cases if u can only specialise in one of those fields, but I believe that it is possible to become both illustrator and graphic designer. In other words, a graphic illustrator as I have transitioned from the world of fine art into the world of graphic design in recent years and have been working towards specialising in both areas at the same time.

My research on the different illustration styles has taught me that there are many ways to express your ideas, thoughts and concepts, by using different mediums, materials and techniques. Even though I have gained a lot of experience in digital graphic work, I would like to some day practice illustrating with pencil, watercolour and acrylic but combining my graphic design concepts within the design.

APA Reference

Bilyana, N. (2017). Types Of Illustration-styles and techniques. Graphic Mama. Types of Illustration — Styles and Techniques | GraphicMama Blog

Alessandro, B. (2022). Packaging illustration: recognisability and colour. Pixartprinting. Packaging illustration: recognisability and colour (pixartprinting.co.uk)

Rachele, M. (2022). Illustration in packaging design: How to characterize a product. Oppaca. illustration in packaging design | Oppaca