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There are only a few good reasons to use illustration instead of photography for picturing a product that already exists.
by Andy Attiliis
With the item available, it is hard to imagine another more efficient method to create its image than that which can be achieved with a camera and some retouching. However, in the preproduction stage, before there is a finished product to photograph, illustration is the best answer.
Another situation when illustrations are used is when art direction deems it to be the right solution. Either for want of a particular style or because of an established branding strategy, the judgement has been made that an illustrative look will outperform photography. Since these decisions aren't usually made frivously, it is always interesting to encounter such an approach.
Illustration is also used to accomplish a transparent or cut-away view. While photography can also work, each individual case can only be decided on its own unique circumstances.
Andy Attiliis has served as art director for three advertising agencies. Since becoming an independent professional in 1981, he has been hired by nearly every type of business organization. With focused concentration on improving the continuity of a message’s concept and quality, he has often performed multiple creative functions on a single project. His additional experience as a creative director, designer, illustrator and writer have made him an extremely efficient single source art director/creative provider. The kinds of communications for which he has provided art direction range from ads to newsletters, brandings to Web sites.
Copyright 2001 Andy Attiliis. All rights reserved.