Guide for Using Illustrations in Ads

As a business partner or owner, do you ever ask yourself: what kind of illustrations to use in your ad, and how many?

The following questionnaire should help you clarify your ideas on what illustrations you need, if any, and whether they should be photographs or line illustrations.

1. Is the product capable of being illustrated?

2. If so, would it benefit from being shown in action?

3. Would ah illustration help provide atmosphere and create the right image?

4. Could the atmosphere or image best be created with a photograph or a line illustration?

5. Should the product be illustrated with a line drawing, in order to show detail or technical specifications?

6. Would the ad benefit from a combination of photographs and line drawings?

7. Could line drawings be used as a frame for the main body of the ad?

If you have to compromise between the number of pictures you would like and the number that will fit comfortably into the space you have, don't choose a lot of illustrations and show them all postage-stamp size. It is much better to cut the number of pictures, and show them large enough to make an impact.

Using photographs:

Unless you are an experienced photographer, I would not recommend trying to do your own advertising photography. Because of the way ads are reproduced, the photographs must be of a very high standard, both in terms of composition and in terms of clarity. 'Holiday snap' type pictures never reproduce well, and will make your ad look shoddy. You will therefore need to commission a photographer.

Using line drawings:

If you are good at drawing, you may be able to do your own line drawings. If you decide to try it, be sure to use clean, good-quality paper and a black pen, and that your work is clean and clear. Any smudges or marks will show. Avoid too many fines close together, especially if your ad is to be reproduced on poor paper, as they tend to blur. If you make a small mistake, correcting fluid will usually cover it without showing when the artwork is printed.

If you are not artistic, you will have to commission someone to do your line drawings. Some designers can do line drawings, but be careful. The fact that someone is a good designer does not necessarily mean they can draw, so don't automatically assume that a designer will be able to do your line drawings. Be sure to ask for samples to see if what they have to offer is what you are looking for.