Advertising: Illustrations

“A picture is worth a thousand words.” If that’s true, then your advertisement’s illustration has an enormous amount of influence over the reader. If your illustrations support your product’s brand and encourage readers to buy what you’re selling, then they are doing their job. If, however, your illustrations repel the reader, or give a negative image for your brand, they are actively working against you.

Here are a few ways to make sure your illustrations are working for you, and not against:

(1) A great artist or photographer is only as good as the subject matter. You must have a compelling idea with which to grab the reader’s attention. Before trying to spec out an artist for your advertisement, spend a good amount of time refining the idea behind your advertising message.

(2) Few gaming publishers use photographs in their advertisements. This is unfortunate, since photographs attract more readers than illustrations—three times more.

(3) Keep your illustrations simple. Crowded scenes don’t pull the reader’s attention as well as those containing one central figure.

(4) Four color advertisements cost 50 per cent more, on average, than black-and-white. However, they are 100 per cent more memorable to readers.

(5) Illustrations with “story appeal,” elements that arouse the reader’s curiosity, are more successful at grabbing a reader’s attention. If you don’t have a story to tell, it’s best to focus on your product; make it the subject of your illustration.


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