3.7 Client visuals


The brief was to edit at least two finished illustrations back to their main structural forms and to practice creating clear visuals.

Keywords from the brief:

  • Pick at least two finished illustrations
  • A range of content
  • Using a form of line which feels comfortable
  • Create a visual for each illustration
  • Explore how many lines you need to use to describe the content
  • Distilled to an extremely edited form


The two illustrations I selected were:

Heather Gatley, Waitrose Magazine, April 2017
Source unknown

I drew up a line drawing of each using a grid for reference and then used an ink pen to add additional cross hatching and/or tone.

I think if I was the client I’d find the versions with additional cross hatching/tone more helpful because they give a better idea of how the finished artwork could look like in the context of a wider layout/spread/web page etc.

There is a fine line between giving a client too little and too much information. It is essential that a client is clear on what the purpose of the visual is, whether they have an opportunity to make changes and the implications of making changes.

An example of an image with art direction

An easy example that I came across in my research for Assignment 2 were the Sainsburys in-store imagery that formed part of a campaign that was subsequently rolled out as a billboard campaign.

The creatives working on this project would have been given extremely precise art direction so that that the final visuals consistently matched the original creative pitch.

Art direction would include: use of colour, font, tone of voice, photography, choice of model(s) and what they are doing and the visual style of the illustrations/graphic elements.

What I learned from the exercise

What went well

  • It was a useful exercise in helping me determine the right level of detail required in client visuals
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