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We’ve all heard it a thousand times, “A picture is worth a thousand words.” Well, I’m here to reiterate it once again so stick with me.
Imagine you’re walking down a liquor store isle in search of an exciting new beer to try. Recently, the craft beer section has become a sea of beautiful and captivating artwork begging you to take a closer look. How will you ever choose? Will it be the neon lime green can with the words “DRINK ME” screaming at your eyes? It very well may be. We all have our preferences. However, take another look around.
Now you’re pulled in by another six-pack with the most intriguing and detailed illustration that seems to flow from the outer carton and onto the bottles themselves. The graceful calligraphic line-work echoes the elegance and subtleties of the Far East guiding you effortlessly to another time, to another culture, to another world… So what can custom illustration do for you?
Illustration is a form of communication through visual imagery and is an incredible tool for storytelling. And why is this important? Well your brand IS a story. For example, think of Trader Joes’ and their quirky imagery and packaging for their private-label products. Their designs are unapologetically their own by using humor, nostalgia, and international inspiration to showcase their carefully cultivated brand language.
The goal of your brand is not only to attract your potential customers, but to convey a unique message that speaks to your product or service while at the same time, reflecting your mission & values as a business. I know that seems like a lot of work, but custom illustration is the answer and here are 5 reasons why.
Imagination is the limit. You can represent something abstract or escape into another dimension. Futuristic, surreal, fantastical, dreamy… anything is possible. Don’t let practicality or logistics stunt your vision. Plus, strong visual content is 40x more likely to be shared on social media. (Source)
Show personality. Help appeal to your ideal clientele through humor, charm, professionalism or even fear. This is your chance to add that human touch and make your brand more relatable and unique. Consumers with an emotional connection to a brand have a 306% higher lifetime value, and will recommend brands at a much higher rate. (Source)
Set the tone. Create an environment or atmosphere that best suits your message and origin. This could be anything from a certain country or culture to a specific period in time or place.
Stimulate the senses. Encourage particular emotional responses through the use of different techniques and styles. Incorporate these visual clues to inspire the viewer with a distinct feeling or mood.
Add value. Instill trust in your brand by integrating elements that evoke a sense of tradition and familiarity to your audience. In fact, 31% of consumers say trustworthiness is the most important brand attribute. (Source) This helps build interest and ultimately confidence in what you have to offer.
Carefully curated illustrations can do wonders for your brand that standard photography or messaging alone could never accomplish. Consider this: The brain processes visual information 60,000 times faster than text. (Source). The ROI for taking this creative step in strengthening your designs can and will exceed the uncertainty of using stock photos and uninspired imagery. Don’t be afraid to invest in your brand and stand out from the crowd and ultimately, your competition.