What's better: Illustrations or Photographs?

Why would you ever choose to use an illustration rather than a photograph? Isn’t it better to show something as accurately as possible?

When you look back through history, humans have always felt a need to communicate with visuals. From cave drawings to hieroglyphics, simple drawings have been used to tell stories and explain cultures. Before photography was widely available, even discoveries as technical as science, botany, and anatomy were recorded through illustration out of necessity.

But with modern technology, wouldn’t it make sense to always use a photo? Not necessarily. Scientists still prefer to use illustrations for certain parts of their projects because, in many cases, it can be the best way to convey their research. The same might be true for your brand and messaging! Here are a few aspects to weigh before deciding on visuals:

Illustration…

Simplifies. A drawing is an interpretation of reality. It cleans up all of the unnecessary noise that can be distracting and makes the message clearer. A good illustrator boils down a complicated concept to its simplest, ideal form and puts emphasis on what matters most.

Translates. Maybe you need to describe an idea, show a process step by step, or represent data clearly. Infographics, charts, and diagrams are all forms of illustration commonly used to get the point across.

Imagines. Does your brand sell an intangible item or service? There are some things that just can’t be photographed, because they aren’t visible. Illustrators can take abstract concepts and put them in visual form.

Adapts. Do you need to gear your marketing more towards children? Is your product very effective, but maybe not the prettiest to look at? In many cases, illustrations can be a more friendly or pleasant way to tell your story.

Bonus: Vector illustrations are resizable! If you need the same artwork on a billboard and a social media advertisement, illustrations can be rescaled without losing their clarity or quality. Photographs that are printed too large can become blurry and look unprofessional.

Photography…

Is honest. If you’re selling a specific car model or lunch entrée, your customer wants to know what exactly they’re buying. Accuracy is key in certain markets, and photography can be a great way to capture your product reliably.

Is fast. Often, it’s much quicker to snap a photo of your product than to interpret it through a drawing. This can save time and money for your project, but requires good planning and strategy to be done successfully.

Is professional. All visuals set a tone. Photography is typically perceived as more serious or reliable in certain fields, such as banking, healthcare, or legal. Customers want to feel honesty and trust with such providers, and seeing a friendly face is often the best way to accomplish this.

Is experiential. Sometimes you just want to show off. If you are a destination, you’re going to show those iconic Instagram-able spots that all the tourists love. If you renovate homes, you’re going to share before and after pictures that highlight the beautiful materials you use. These kinds of images allow the customer to feel. They can imagine what it would be like to visit your city or have their home perfectly curated by your business. Photography can sell emotion, not just products.

So which option is best for your project? Here’s what it boils down to:

Illustrations provide flexibility. Whether you are trying to explain something complex, walk a client through your process, or zero in on a specific aspect of your product, illustration can tell that story. A drawing can bring originality to your design, adding emphasis and distinction exactly where it’s needed. In a world full of selfies, an unexpected illustration can stand out and engage with your audience.

Photography is exact. If you want to show your product with 100% accuracy and provide an on-the-nose representation of your company, photography is your go-to. Photography comes across as honest and professional, and can even help your audience imagine what they’ll feel like after buying from you.

The catch is that there’s not necessarily one right answer for your business. A law firm may use photographs of their legal team on a brochure, but utilize illustrated icons to represent the various services they offer. Different projects have different needs. Marketing isn’t an exact science, it requires testing, experimentation, and revision to keep up with trends.

Even if you decide to use both photography and illustration, consistency is key. If your images are bright, saturated, and colorful, your graphics should match the same tones. Your design team can help you develop a great communication strategy that makes sense for your audience.