Stock images are a great way to get started and make your literature more engaging. However, you may want to consider having bespoke graphics when
- You want to build brand recognition — your audience associates the graphic with your company
- You can’t find a graphic that represents your scientific expertise — the stock images are too simple or not quite accurate
- You are finding it difficult to explain your technology — you need a graphic that is created in a confidential manner.
Here are a few tips on getting the science right in your graphic:
Initial meeting with the designer
It is important to have an initial meeting with the designer before starting the project. This is because in your initial meeting you need to discover if the designer
- Understands your industry
- Asks the right questions to learn about your technology
- Is able to deliver your graphic in your brand style (illustration, 2D graphic, 3D graphic or infographic etc.)
I typically start the conversation with a Discovery Session, where we try to find out if it is the right time to be working together.
Brand guidelines are not just for corporate companies, but for all companies because they help to build brand recognition and clarity within the styling of your imagery. It is crucial to review your brand guidelines or the styling of past graphics to identify if a change in direction is needed. For example, you may not be reaching your target audience because the styling and accuracy of your current graphics cause a conflict between the visuals and your marketing message.
Depending on the complexity of the graphic, it may be useful to start with an initial concept drawing. The concept drawing aims to get the composition, perspective and the science right before starting the styling of your graphic. This is a key stage of the process as it helps to highlight any misunderstandings and it ensures that the graphic reflects your scientific expertise.