Graphic Design
Decision Criteria for Selecting an Illustrator for Your Brand
We work with illustrators on branding, packaging and publishing projects. This guide is for business owners choosing an illustrator for brand or marketing work. It covers the selection criteria, the questions to ask and how to prepare artwork for print. Use it before you commission anyone, so the finished work fits your brand and prints correctly.
The criteria for choosing an illustrator
Illustrators usually specialise in particular styles and subjects. The best choice is someone whose existing work already matches what you need. Asking an illustrator to work far outside their style rarely ends well. Judge each candidate on these points.
- Style: does their portfolio already match the look you want?
- Relevance: have they worked on similar subjects or formats?
- Consistency: does their work stay consistent across a series of images?
- Process: do they share sketches and accept revisions clearly?
- Reliability: do references confirm they meet deadlines?
Shortlist two or three illustrators whose portfolios fit closely. Ask each for availability and a rough quote based on the same brief. Compare their replies on clarity as well as price.
Questions to ask before you commission
Clear answers before work starts prevent disputes later. They cover cost, timing, rights and files. Put the answers into a written agreement. Ask these questions.
- How many sketch and revision rounds are included in the price?
- What is the timeline from brief to final artwork?
- What usage rights are included, and can I extend them later?
- Which file formats will I receive?
- How do you charge for changes outside the agreed scope?
Confirm the agreement in writing before paying a deposit. Our illustration guide explains how to plan the project. Our graphic design team can manage illustrators on your behalf.
How to prepare illustrations for print
Illustrations that look perfect on screen can print poorly without the right set-up. Print needs higher resolution, correct colour settings and space for trimming. Your printer's specification sets the rules. Check these points before artwork goes to print.
- Resolution of at least 300 dpi at the final printed size for raster artwork.
- Vector files where possible, so artwork scales without losing quality.
- Colours converted or checked for print, with brand colours matched.
- Bleed added beyond the trim line, as specified by the printer.
- Important details kept inside the safe zone.
- A printed proof checked before the full run.
Ask the illustrator to supply both print and web versions. Our design and print service checks artwork before every print job.
Illustrator selection checklist
Use this checklist before you commission an illustrator. Each item protects your budget, timeline and rights. Tick every line before work starts.
- Portfolio matches the required style
- Relevant experience confirmed
- References checked
- Revision rounds and timeline agreed
- Usage rights confirmed in writing
- File formats agreed for print and web
- Print specification shared with the illustrator
Good to know
Illustrator selection FAQs
Where can I find an illustrator for my business?+
Portfolio sites, design agencies and recommendations are good starting points. Look for illustrators whose existing work matches your style. Agencies can also manage illustrators as part of wider projects. Always check references before you commission.
What files should I receive from an illustrator?+
Ask for vector files, such as AI, EPS or SVG, where the style allows. Request high-resolution PNG or TIFF files for print and smaller versions for the web. Confirm the colour settings for each. Keep master files somewhere safe and shared.
Why do illustrations look different in print?+
Screens display colour with light, while print uses ink on paper. Some bright screen colours cannot be matched exactly in print. Low-resolution files also print blurry. A printed proof shows how the artwork will look.
Keep this checklist with your brief and illustrator agreement. Share the print specification with everyone involved in the project. So you can choose the right illustrator and receive artwork that works on screen and in print.
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