Handy little guide to how to effectively work with an illustrator, so you get what you want every time, on time.

1. Illustration - a Buyer's Guide
"I need an illustration. How much will it cost."
This is a question I get a lot. A number of things need to be considered for a successful art purchase.
Look for an illustrator whose work you like, and
with whom you feel a comfortable connection.
Communicate, communicate, communicate about:
STYLE - Whimsical? Photorealistic? Sophisticated? Edgy? You make this initial decision in your choice of
artist. Not all artists work in all styles. Check first, then discuss with your artist, which of his or her
pieces caught your eye.
SIZE - Simple spot, or double-page spread? Larger generally gets more complicated and simply takes
longer to do.
TIME LINE - Need it tomorrow, or not for months? This can affect more than cost - it may limit style
or medium options, too.
CLIENT - Is the work for a local nonprofit, or a multi-national corporation? Advertising, or editorial?
USAGE - Will the art be used once, or often? National distribution or local?
REPRODUCTION- will the art be printed or used on the web? The answer may affect the scale or
marks used to create the original image.
COMMITTEE - how many people will be signing off on the work? We all know that formula.
MEETINGS - Will you need to meet in person, or will a call and e-mails then shipping do the job?
REFERENCE - Will you provide reference imagery for your subject matter if it's obscure or specific?
BUDGET - Do yo have a fixed figure in mind? Just need a range to take for approval? The better the
communication on all fronts, the more accurate your estimate will be.
CONTRACT - How many rounds of sketches are you expecting? What's your response time? Who will
own the copyright or the original art? Get all of this in writing to protect everyone.
Illustrators think in visual terms and can be very
helpful when working out concepts. If you're just looking for
someone to be the hands for your head, you probably won't get
an artist's best work.

2. It's a bit like dancing.
Each of these steps should bring your team closer to your desired image:
1. You and the artist communicate to clarify the imagery you have in mind, or the concept you hope to
convey. Explain what you and/or your client expect, and what you're seeking for attitude or
specific imagery.
2. You provide dimensions of the space where the art will fit. A layout (even a rough one) is helpful. If
the art needs to allow for type, this is the time to say so and, if possible, include the type placement
with your layout. Let the artist read copy or see relevant material about the project or client.
3. The artist provides a few thumbnail sketches. These help you explore concept and content possibilities
and ensure that the approaches you've discussed will actually work. Thumbnails both come from
and drive the brainstorming process.
4. If communication has been good, you should be able to choose from one, or an amalgam of, the
thumbnail sketches. You may be sure enough to authorize finished art, or ...
5. may need to get more detailed, tighter sketches, and fine-tune the image.
6. Once the sketch is correct you, may need a mock-up with some indication of color. Be sure this stage
was discussed while budgeting. It can be time consuming.
7. The artist will do finished art from the approved sketch. Depending on wt you've arranged, you will
get the piece to keep, to scan and return, or as a digital image.
Pencil is easy to erase. To save trouble and expense, make
all your changes before authorizing finished art.
Hope this was helpful. Barbara Hranilovich. www.hranilovich.com