Quiz Time: Illustrations Vs. Photos For Marketing Campaigns

Illustrations and photos.

They're a big part of marketing campaigns.

Both have their place, as you'll see in the following quiz.

OK, here we go.

True or False:

1. Major brands do not use illustrations in their branding campaigns.
2. Brands don't have to worry about hidden costs when they use free photos.
3. A custom illustration can boost engagement by creating an a-ha moment
4. If you need a visual, an illustration is always a better choice than a photo.

1. ?Major brands do not use illustrations in their branding campaigns.

False. They certainly do. Brands like Oreo, Penguin, and Ram trucks. You can read about these and other illustration-based campaigns here.

2. Brands don't have to worry about hidden costs when they use free photos.

False. Sure they do. One of the biggest hidden costs is not owning the image. You can't control where it might appear. A competitor might use the same image for its marketing. It might be used by a totally unrelated business, thereby cheapening its association with your brand. Which could lead to another cost: making a bad impression on prospective customers.

There's also the cost of time spent trying to find a suitable free image and make it work. To make a generic image somehow fit your brand. I like this Jay Brenner quote: "When there are so many choices, you need to market yourself authentically."

3. A custom illustration can boost engagement by creating an a-ha moment

True. Absolutely. A "custom illustration" is an illustration created for a specific story, social media post, marketing campaign, etc. It stands out because 1) it's not just another Instagram selfie, and 2) there's a curiosity factor: it reflects the story, and we'd like to know more.

It pulls us in, we read the story, and a-ha!... we suddenly see how the illustration fits. The best illustrations make us feel a little smarter, a little happier. Engaged.

The illustration at the top of this post is a good example. It was for a post called From Monkey Saunas To The Moon: 10 Places I'd Like To Drink A Coke. As you read the article, you begin to see the ten places in the illustration.

4. If you need a visual, an illustration is always a better choice than a photo.

False. An obvious example: a restaurant website depicting menu items. A photograph of Lemon Garlic Shrimp sizzling in a skillet is going to be a lot more enticing than any illustrated version of same. A photo's also a better choice for a LinkedIn profile image. Showing people the "real you" inspires confidence and credibility.

By contrast, brands use vector illustrations for their logos. They want something iconic that appeals to the imagination. Also: vector illos can be scaled as large or small as needed, without loss of quality.

Caricatures can be a great "portrait" choice if you're trying to stand out in a fun way. They can also help define your brand. A good example: this group caricature of The Mustachios, a family band that specializes in old-timey blues.

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About Mark: I’m an illustrator specializing in humor, branding, social media, and content marketing. I create images that get content seen and shared.

You can view my portfolio, and connect with me on Twitter, Facebook, and LinkedIn.