Many brands have successfully used illustrations in their advertising campaigns. Illustrations can add artistic distinction, style, and individualism to common concepts and content that are delivered by advertising messages. Companies that commission illustrations for their marketing campaigns know that advertising relies heavily on visuals and creativity.
Photography has the capability to depict a person, place, or object in a precise manner but it can be disadvantageous in some advertising situations. An illustration can easily invent a person, place, or object that does not exist. It can depict a person whose age, gender, and race in a way that is not easily identifiable. Fictional characters, fantastic creatures, angels, and mythological gods can be portrayed in illustrations without being questioned as to their authenticity.
Illustration can show how a creature can walk under the sea, fly through the atmosphere or even swallow a cow. This is not possible through photography. The application of an illustration may convey a sense of exaggeration, attitude, emotion, or personality; something that photography cannot impart.
Advertisers prefer illustrations because they are more cost-effective than photography. Professional photography can be expensive and requires location work, extensive sets, actors, props, and post-production work. Illustrations can be used to pictorialize a photographable subject without the need for a big investment.
When creating an advertising concept, it is important to identify the illustrations that can be used for a coordinated campaign. Everything must be coordinated from the composition, application of media, use of objects, artistic style, and colour treatment. Other compositional considerations like the scale and placement of elements, perspective attitude, and figure and ground relations must be taken into account when applied to each individual ad.
The unique style of the illustrator plays an important role in establishing a unique appearance for the advertising campaign. Colour contributes to the atmosphere and mood of the advertisement but it must also have a profound influence in reinforcing the campaign identity.
Advertisers have a message to communicate with the audience and Rabinky Art helps them sell the product to their prospects by illustrating the advertising campaign. Unique artwork gives advertisers an opportunity to bring abstract concepts to life with diversity, style, and colour.