Illustration is more than decoration or making a beautiful image; it’s about communicating a message, and shares key principles with graphic design. It’s even referred to as “Visual Communication”.

The role of the illustrator is to convey a message clearly, or shape how it is interpreted, and can change depending on what that message is. For example, a map illustration may need to show accurate roads and display key landmarks, or it may need to give an overall feeling of a particular place and raise the viewer’s interest.

In order to communicate a message, you need to understand what exactly you are trying to convey. Some questions to ask include who is the target viewer and what is it for? How will it be seen, and what emotional response or reaction are you trying to create in your viewer? What do you want them to do after seeing it?

Let’s say you’re asked to create a book cover about Kamala Harris, aimed at young women who look up to her as a role model. You’re trying to pique their interest in reading the book. You and the client decide to explore Harris’ personality through illustrating the contents of her bag, as it is eye-catching and playful. What objects can you include to highlight various aspects of her personality? What colours can you use to get your message across?

What I’m getting at is that the illustrator needs to be mindful about how the viewer will interpret your message, and if it lines up with your intent. A ‘good’ illustration is a clear communication of your chosen message, presented in a way that also attracts attention.

When elements contradict each other, it creates confusion for your viewer. For the example above, the blue background was chosen to highlight Harris as a democrat, and red would make people think of republican politicians instead. Think of a green sign that says “stop”. We are used to green signs as a symbol for “go”, and this is the message we receive before reading the text. Another example could be a fruit illustration in murky, muddy colours, or a wellness retreat logo in aggressive heavy metal typeface.

As well as symbols, there are other aspects of shared understanding that can influence how an image is received, and can vary across different cultures. Colour, subject matter, and texture can all have an effect. The key is to look at design and illustration as a shared visual language.

I’ll discuss composition, colour and details in future posts, and how they can create meaning. I’m sure you’re already aware of various colour meanings, such as red signifying danger or passion, and green as a symbol for the natural world, but sometimes the way they interact can override their individual meanings, or strengthen shared meanings. Orange and blue are both vibrant colours that can show energy, and they intensify when combined.

As an example of composition, the book cover above is laid out in a seemingly carefree manner, suggesting we are either looking inside the bag, or the bag is haphazardly turned upside down and the contents have fallen out. The composition makes her a more relatable character, and a more interesting image, than if everything was presented in a very orderly fashion. 

Illustration and design work hand in hand, and a background in graphic design work or study can elevate work to the next level. Design helps to organise information, while illustration helps create meaning and emotion, or trigger existing memories and association in the viewer. Images also stick in the mind longer than abstract information.

However, it’s worth noting that some work invites interpretation or ambiguity, such as gallery artwork or illustrations that sit next to an editorial piece that reveals more meaning. In that case, it’s sometimes better for the image to act as support for the text, and not duplicate the message. My sci-fi painting is an example of an illustration that works with a story, and invites the viewer’s curiosity to read on. Clear communication doesn’t always mean literal or obvious.

When you control how your work is presented, the message has a much better chance of being understood. If someone saw your work without context, would they understand it? What can you remove and still have the idea come across?