Illustration and packaging design

Illustration plays a key role in brand and packaging design, serving multiple functions that enhance the overall presentation and appeal of a product. Illustration may be used to showcase key features or ingredients, or simply to add visual interest to the design. Illustration may also be used to create a cohesive brand image across various products, reinforcing brand identity and recognition.

However, not all illustrations are created equally. With the rise of AI-generated images, it’s more important than ever to prioritise high-quality illustrations that are either sourced or commissioned. This focus on quality is vital for three main reasons.

Reproduction

Firstly, commissioned illustrations, crafted by professional artists, ensure that the artwork is suitable for reproduction across multiple formats. Professionals provide illustrations in the correct file formats, ensuring they are high-resolution and detailed. This attention to detail is essential for maintaining quality whether the artwork is used in small or large format print, digital media, or packaging. Commissioned work is original and exclusive to your brand, eliminating concerns over copyright or the overuse of generic stock images.

Collaboration and Customisation

Working directly with an illustrator fosters a collaborative process with direct interaction. This allows you to provide input and feedback throughout the creative process, ensuring the final artwork aligns with your vision. This collaboration is especially important when building a brand, as custom illustrations can enhance and complement your brand's visual identity and colour palette.

An illustrator can adapt their work to fit specific visual guidelines, even within strict parameters, ensuring that the illustrations resonate with your brand’s message. Professional illustrators can offer valuable insights into composition, character development, and facial expressions, creating artwork that effectively conveys the intended emotions and narratives.

Target Audience Considerations

When designing packaging with illustration, it's essential to consider the target audience and the message you want to convey. The artwork should not only be visually appealing but also relevant to the product inside the packaging. Effective illustrations can attract attention, evoke emotions, and communicate key product attributes, thereby influencing purchasing decisions.

By taking these factors into account, brands can leverage commissioned illustrations to create compelling and distinctive packaging that resonates with their audience, ultimately driving engagement and sales. Investing in high-quality, custom illustrations is a strategic choice that can significantly enhance brand perception and consumer connection.

If you are looking for help creating a brand identity with supportive graphics and illustration, get in touch to learn more.