TECHNICAL ILLUSTRATION

When accurate depictions are needed, but photography isn’t feasible, we often turn to technical illustrations. They can be detailed for sophisticated audiences such as engineers and physicians, or simplified for consumer audiences.

Traditional

When traditional illustration is used in marketing communications, it’s typically for practical or emotional reasons. On the practical side, the product may not have been produced yet, as with new housing developments or product introductions. Emotionally, illustrations can create a sense of comfort, nostalgia or timeliness that may be beneficial to convey. An added benefit of illustrations: they stand out in a marketplace desensitized by stock photos.

INFOGRAPHICS

To help audiences quickly grasp complex products, processes or statistical information, we often use illustrated graphs, flow charts or other visual representations.

Instructional

Clarity is paramount when creating illustrations that instruct people how to assemble or use a product — especially in the medical industry where improper usage could be harmful. While most instructional illustrations are accompanied by text, they should be designed as if they will stand alone, to ensure they can be understood by people with low literacy levels and limited language proficiency.

ICONS

Icons are the simplest form of design. They transcend the boundaries of language and culture by distilling the object or concept they represent into its most basic essence. In a global marketplace, icons become a cost-effective way to communicate with numerous audiences. That’s why they’re often used beyond traditional computer applications — to identify variations in a product line, represent a company’s many services or bring an intangible process to life.