Getting to the heart of a message in visual terms is the job of an illustration. It's presence is intended to stimulate the mind's eye and imagination. A good image can help the headline or title create compelling expectation which will encourage the viewer to read on. Experience as creative director and art director enhances the effectiveness of illustration by Andy Attiliis. It enables him to customize both style and content to help ensure visual compatibility with other elements in the layout. Well considered and properly applied style decisions regarding contrast, composition, complexity and texture can positively effect an illustration's ability to compliment the rest of a design. In promotional situations, the brand's characteristics are equally important. Recognizing when, and to what extent a corporate color should be utilized can improve the quality of impact.
The difference in acceptable creative latitude from one media to another plays a significant role in how hard an illustration works. To help develop appropriate content, the degree of direct relationship needed between those first words and the image must be recognized. In large part, that depends on the kind of message that is being delivered. The competitive environment in which an ad appears, for instance, calls for a quicker connection than is needed to enhance an editorial endeavor.
A wonderfully successful word, image and design combination stops viewers in their tracks. The featured illustration contains just the right level of unique creativity to correctly counter balance those first words of a message. Together, they make a promise that the targeted audience simply can't resist. Consistently achieving the most productive balance begins with a logical approach.
a. Review materials supplied by the project originator. Make use of a job information form to organize and consolidate necessary input. b. When there is a creative team*, work with the art director, designer and/or other project originator to finalize style. Settle on a look that will best support art direction and brand consistency. c. Work with the creative director, art director, writer and/or other project originator to finalize subject matter. Based on their input, submit a preliminary sketch showing the content and composition that will best support the creative direction. d. As necessary, a more finished line drawing or work in progress version is then presented. e. Draw or otherwise render the finished illustration. f. In most cases, supply in a digital format on disk. g. When beneficial to the client, provide a useage policy option that offers multiple exclusive useages based on a specified time period.
*Not all creative project scenarios require a full creative staff. In many cases, a very experienced independent professional is the best choice for creative quality and efficiency. When there is not a creative team, Andy Attiliis can also provide creative direction, art direction, design and writing as necessary.