Let’s make it personal… the true power of illustrations
Businesses from across the board are now recognising the true power of illustration to establish engaging products and services and to deliver their message in a universally appealing way.
Illustrations help organisations to build a strong brand image, one that connects subliminally with target audience, and businesses from across the board are now recognising the true power of illustration to establish engaging products and services, and to deliver their message in a universally appealing way.
Design blogger Gabby Araujo puts it poetically when she describes how a visual element ‘can blend a metaphor of your product benefits within real-world scenarios’.
I’d take this one step further though by claiming that well-thought-out, bespoke illustrations can make tricky or sensitive subjects accessible and truly personalise the customer experience.
Some good examples
Cloud-based payroll company Gusto, for example, has a doodle-rich platform that helps users to onboard, pay, insure, and support their team, in a way that is both approachable and fun; targeted illustrations enable customers to construct a mental image of themselves actually using the product. Communications platform Intercom uses illustrations on advertisements and blog posts to provide users with an idea of what its products do before they engage by clicking on a link.
Both firms employ playful, bespoke illustration styles - in contrast to stock image styles- to successfully build an inviting and ultimately memorable brand experience.
Illustrations bring a human touch that can connect us viscerally with a product or service.
This is why so many organisations - not just tech giants - are choosing to use visual elements to personalise what they offer, to help them build successful brands with unique personalities.
YouTube now populates its landing pages with doodles as well as copy, ensuring its onboarding process remains distinct among other video-sharing platforms.
Embracing the storytelling ability of illustrations, means that marketing automation platforms Mailchimp uses abstract digital illustration styles to put across its brand image. “When pictures and graphic design are not enough, illustration can work magic not only by filling a visual gap, but also connecting words and intent at the same time,” says Franz Lang, one of the artists who illustrated Mailchimp's recent rebrand
Digital illustrations personalise what organisations have to offer: they inspire users to take action and make their experience remarkable. In an increasingly digitised world, they remind us that businesses are run by people - real humans, like us, with real thoughts and feelings.
If you're interested in learning more, call me and we can have a chat.