Aceo Sketch

Aceo Sketch

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The good thing about having illustration skills is you can use it in almost all fields. One of these is advertising. Visuals play a huge role in capturing the attention of the target audience as well as sending a particular message across.

This is also the reason why a lot of illustrators fail. They could be too engrossed in their own work that they completely forgot the real reason why they are illustrating: they are trying to sell or promote something.

To avoid committing huge mistakes, you must go back to basics:

Know your target audience. You must learn how to profile your target audience. For example, hippy images will never work well with young adults and seniors. They are the ones who easily understand short but precise messages. Besides, too much color is usually associated with teens.

Moreover, when you know the people who should be looking at your ad, you also know the type of message you want to tell them.

Less is more. As much as possible, do not put a lot of things on your artwork. You do not want to confuse your targeted audience about your message. Perhaps one good illustration will do. You just have to pair it with short texts to further stress your point.

It should be dark background, white text. The main point here is if you are having texts, they should not be of the same or lesser color shade than your background. More than anything else, you want them to be readable, even from afar. You also need them to pop out, so readers can easily bring their attention to the words.

It is the same thing with your illustration. Use your creativity to allow your sketches or images to stand out in the background.

Know where to place them. As much as possible, place all your advertising elements at the center. You do not want to tire your audience into looking from left to right. This is also how you can bring the startle factor. Upon first glance, they can already see your images with their bold colors.

Check every detail. Before you consider uploading or printing your ad, make sure that all the details are correct or according to specifications. Do the colors blend well together? Does the text go perfectly with the illustration? Can I read them? You must also avoid technical errors, such as in grammar and spelling.

Test the ad. Get the consensus of the marketing department. The moment that you release the illustration, there is almost no way for you to make some corrections. Would the ad deliver the message? Would it also convince your targeted audience to buy or avail of something from the company? You can also upload it and see the reaction of people. Do not forget to take note of feedback. You want to implement them on your final drafts.

Improve your technique. You also need to improve your technique to ensure that your ad will remain to be distinct from the others.

Paul H Smith is a uk based designer and illustrator and has been been working for Orb Creative, a Birmingham graphic design and illustration agency for over two years.

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