How To Choose The Right Food Packaging Illustration

By Jaclyn Hurley

When people think of food they tend to think of how it tastes. However the fact is that there is a period before what we eat goes into our mouths. When you are in a grocery store or a supermarket you look along shelves and decide what you want to buy. Inevitably the images of the products tend to attract attention and this is why choosing the right food packaging illustration is so important.

The right kind of illustration will depend on the kind of target market you are after. For example the pictures used to illustrate an upmarket brand of fillet steak will be different from a range of hamburgers marketed at children. While on a basic level they are both meat they are aimed at very different markets and therefore need to be shown in the right way.

This is why before approaching an illustrator you need to consider this. Think about your target audience. Once you have an idea of who you are marketing the product towards it then helps to look around and see similar products on the shelves. You do not and should not wish to copy other designs but it can help to generate ideas for a final brief.

It is vital that you meet people in person before making a final decision on whether or not you wish to use their services. This gives you the chance to talk to them about their experience and their qualifications so that you can find out whether or not they are suitable for the job. Ideally you want to work with people who have done illustration work with them for a long time so that they will be more aware of what you want and be able to adapt to your needs.

You should then look up illustrators online. Some may be part of an agency while others may work independently. There are advantages and disadvantages to both. If they work for an agency then they are likely to do a lot of work because it is in the best interest of the agent to ensure that they get work so that they can take a percentage from it.

This will then make it easier to compare the different options available to you. It is generally recommended to compare at least three different illustrators. This ensures you get the best possible quality available in your price range. Remember you should not look solely in terms of price. It is often to pay a bit more in order to get better quality and more experience!

This is why you should know the background of the illustrator. Meeting them in person is a good chance to discuss their work. They should be willing to say where they studied and mention previous clients they have worked with. Ideally they will also have testimonials and people you can contact.

You can find a number of food illustration agencies and independent illustrators online. As well as looking for the illustrators themselves you should also look for feedback from clients who have used their services in the past. This will make it easier to choose someone who is best suited to your needs and to help get your product packaging illustrations looking as appetising as possible!

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