Illustration: what to know

What the job involves, what changes the price, and what to ask a pro.

What illustration is

An illustrator creates original artwork such as drawings, characters, spot art or editorial images, working from your brief in a style that suits your project. People hire illustrators for websites, marketing, editorial pieces, children's materials, products and decorative art that needs a distinct look.

Signs you need it

  • You need a custom image for a website, a product or a campaign and stock images do not fit your message
  • Your brand needs a consistent character or set of drawings that can be used across materials
  • You are publishing an article, newsletter or report and want original artwork instead of photos
  • You want a style that stands apart from what your competitors use
  • You need an illustration for a product package or a label that must match your brand look

What the pro does

  • Review your brief, the purpose of the image and the places it will appear
  • Show style samples so you can choose the look before the drawing starts
  • Sketch the composition and share it for your comments on layout, pose and details
  • Refine the chosen sketch into finished linework, color and shading
  • Prepare the final files at the size and format you need, such as print resolution or web
  • Deliver the final artwork with the source file and a note on the usage rights

What changes the price

Every job is different, so we do not publish prices. These are the things that move the quote up or down.

  • The number of illustrations and how complex each one is
  • The style, from simple line art to full color painting or detailed rendering
  • Whether the illustration includes characters that must be drawn in several poses or expressions
  • The number of sketch rounds and final revisions included
  • The file sizes and formats needed, including print and web versions
  • How the usage rights are set, such as one website or a full commercial use

What a written quote should spell out

  • The number of illustrations, the size, the style and the color treatment
  • The sketch stage and the number of revisions included in each stage
  • The file formats delivered, including source and print files
  • The usage rights, including where and for how long the art can be used
  • Who owns the artwork, and whether you can ask for changes later

Questions to ask before you hire

  • Can you show me illustrations in the style I want?
  • What rights do I get, and can I use the art on products or in print?
  • Will I see a sketch before the final drawing is done?
  • How many revisions are included, and what is the cost of extra ones?
  • Will you deliver the layered source file so I can make changes later?
  • Can you keep a character consistent across several illustrations?

Red flags

  • Copies the style or the art of another artist without permission
  • Will not show a portfolio of original work
  • Will not provide source files or clear usage rights
  • Promises that the art will go viral or bring more customers

What you can do yourself

You can sketch simple ideas yourself, use a stock illustration library with a license that fits your use, or pick a free icon set that matches your brand. Hire an illustrator when you need original art that represents your brand, when the image will be used widely or when you need a consistent set of characters or drawings.

Licenses and permits

No license is usually required for illustration. Ask instead for a portfolio of original work, references and a written statement of the usage rights; check with your state or local business licensing office if the illustrator operates as a registered business.

Illustration questions

Who owns the illustration after I pay?

It depends on the agreement. Ask whether you get full rights or a license, and whether the illustrator can show the art in their portfolio.

Can I change the art later myself?

Only if you get the layered or editable source file. Ask for it at the start, since a flat image is hard to change.

Can I use the illustration on products I sell?

Only if the usage rights include that use. Confirm product, merchandise and packaging uses in writing before you pay.

Pro reviewers

Pros who offer illustration remotely can improve this guide, like Wikipedia. We check every edit before it goes live. Every approved edit is credited in the edit history and on the pro's profile.

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