The Rebirth of Illustration
September 17, 2010
Some have argued that illustration is dead. Well, Scott Hull begs to differ. In the latest edition of Computer Arts Magazine, he explains how Illustrators can take simple steps to survive the increasingly difficult market and secure a bright future.
From the article:
“As I see it, we’re living in a period of disruptive technology, where timecrunches, tight wallets and strong-arm creative concepts make images a commodity. This approach lends itself to a timid breed of ads spawned by creative directors adjusting concepts to match a lower-priced stock image. However, if you’re an illustrator then you have no reason to despair at the state of the market. Focusing on three key areas can help you ride out the storm.
The first of these is originality. You need to be unique: your goals need to be unique, your statement needs to be unique and your art needs to be unique. Brush up on your branding – thanks to the internet, customers are savvier and more educated. People are seeking originality to enrich their lives. We’re noticing a movement back to organic, hands-on design, which represents a terrifi c opportunity for illustrators. Agencies and design groups are searching for a way to truly connect with their consumer, not just get their attention for a moment, and illustration is a natural fit. Illustration is a communication tool that offers the designer an infi nite number of possibilities. Custom avatars run circles around logos. Motion brings excitement, which can recreate, or at least convincingly simulate, the dynamic nature of real life. Video iPods, gaming, the web… images move these days, and it’s really fun to see.
The second area is collaboration. To be truly effective in today’s mediasaturatedenvironment it takes many people working together, with a shared set of values and objectives, to create the visuals that will trigger a response. Original artwork lends itself to an original idea, rather than one yielding and compromising to what seems to be the cost-effective solution.
The final area is results – be fully aware of how your work benefits the client on a commercial level. Getting on the consumer’s radar screen, and staying for longer than a blip, is a feat bordering on the impossible. The successful illustrator needs to harness trends into viable visuals that move markets.”
Read the full article in Computer Arts Magazine, available in major bookstores now.
