Use of Illustration

This is an excerpt from book 3, Use of Illustration, from the AIGA Design Business and Ethics series, updated in May 2007.

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Illustration is able to transcend the limits of the written word. It is an art of opposites,an intricate dance between art and commerce that is created by people who find freedom in solving visual riddles and in filling dictated space with inventiveness, creativity and added value.

Each illustrator brings a different perspective,vision and idea to play that, when married with great design,becomes an original art form. Illustration brings spon- taneity, freshness and a unique point of view to the design of content. It helps to communicate both simple and complex messages while enhancing a design through the unique vision and skill of the selected illustrator. When a designer selects an illustrator to use, he or she is not only receiving the rights to reproduce the finished piece, but is also receiving the fruits of years of exploration and the development of an individual style. This individual style becomes the core of the product,the individual service offered and the asset that embodies the completed creative work. This intellectual and creative property is no different from other proprietary business products and services. It is developed — and protected — to enhance the value of the finished user.

There are countless ways to locate the perfect illustrator for a particular project. Many buyers turn to annuals, sourcebooks and the Internet, along with local illustration clubs, organizations and personal recommendations. Typically, a buyer will either request a portfolio or review the work online. It is not appropriate to ask for original sketches for an assignment without compensating the illustrator (asking for “spec ” or speculative work). The selection should be based on seeing previous work and discussing the assignment with the illustrator. There are also archives available of pre-existing illustration commonly referred to as “stock ” and “royalty-free ” illustration. In many instances, it may not be possible to commission a unique illustration, so a designer may decide to license this existing art to illustrate a project.

It ’s a safe assumption to state that a client is best protected — in terms of the quality of the work and assurances on the limited availability of the work — when illustrations are licensed directly from the illustrator or his or her authorized representative. The alternative is to license the work through a stock agency.

See the full AIGA Design Business and Ethics series.