How to Create Your Own Illustration System: Step 2
As we learned from step 1 of this article that getting inspiration is a good way to start building your own styles for illustrations. In this part II article, if you’ve never worked on an illustration system, or you have but are not happy with the results, I’ll share with you some step-by-step tips about how to start getting some real work done:
1, Know the brand:
It sounds pretty obvious that, of course, I would know the brand I am working for, but this step should not be overlooked. If you do not know the brand, it will be highly unlikely that you will create illustrations to resonate with the audience and align with the brand. But knowing how the brand presents itself is much more important than simply knowing its visual identity. If you feel like knowing the brand pretty well, here is a list of questions to consider just before you start putting creations onto paper:
i) Who is the audience?
ii) What impression does the brand want to leave the audience with?
Iii) How does the brand solve users’ problems?
2, Come up with a set of keywords:
This again relates to how the brand wants to be perceived. A brand is more than just the sum of its products. It has its own, carefully-crafted personality that represents its vision, mission or culture, which is perceived visually and emotionally. Knowing how to assign words to describe that perception is giving the brand a concrete memory point and a sign to the audience that: here are the things we focus on and we are good at. Another good thing about having keyword is we can have some sort of guidelines for our illustrations instead of trying hundreds of ideas blindly and starting from scratches over and over again.
3, Visual research:
Moodboards come up at a stage in the process when we’re about to move from strategy to design. Before now, we’ve been spending a lot of time looking at words. We’ve been discussing the nuances of tone of voice and debating how to tell the story of your brand. We’ve come to a point where we both agree and embrace the decisions we’ve made in their written form, but the leap from language to visuals is a big one.
Because we are all uniquely different humans, and we have completely individualized experiences, one word may evoke something entirely different to you than it does to me. I may hear “warm” and immediately think of a sunny day at the beach, but you may hear “warm” and think of a crackling fire. Both evoke warmth, but they are very different images.
4, Don’t underestimate the power of colors:
Yes, it takes time to create the perfect color palette which both suites the brand and also doesn’t contradict with your inner perfectionist screams. It actually does not have to be this complicated if you fully incorporate step 3- coming up with keywords to describe the brand.
Every color represents an emotion and the right blend would simply elevate the whole perception and add personality to your illustrations. Also, keeping the colors spot-on is another way to set the tone for our illustrations system. Here are some examples you can follow:
5, Be useful, but with a wink:
Having consistent styles throughout the illustration system is a crucial thing but sounds a little rigid. Creating one character/object that keeps appearing from time to time can be a way to mix things up a bit. Try to embrace the brand messages, skew your idea towards something which people love and can compliment the products. Don’t shy away from characters with “character.” Just make sure that all your brand illustrations have a measure of balance and unity that makes them complementary to each other and the brand as a whole.
But be careful, don’t create a character that unintentionally becomes a mascot. Mascots aren’t bad, but a character that strongly overshadows other parts of a brand’s mood and message is counterproductive and confusing.
A final word of encouragement: “You can make a serious product by doing not-so-serious work.” Go start creating stunning artworks!
