Illustration - a Buyer's Guide"I need an illustration. How much will it cost."

This is a question I get a lot. A number of things need to be considered for a successful art purchase.

Look for an illustrator whose work you like, and with whom you feel a comfortable connection.

Communicate, communicate, communicate about:STYLE - Whimsical? Photorealistic? Sophisticated? Edgy? You make this initial decision in your choice of artist.Notallartistsworkinallstyles.Checkfirst,thendiscusswithyourartist,whichofhisorher pieces caught your eye.SIZE - Simple spot, or double-page spread? Larger generally gets more complicated and simply takes longer to do.TIME LINE - Need it tomorrow, or not for months? This can affect more than cost - it may limit style or medium options, too.CLIENT-Istheworkforalocalnonprofit,oramulti-nationalcorporation?Advertising,oreditorial?USAGE - Will the art be used once, or often? National distribution or local?REPRODUCTION- will the art be printed or used on the web? The answer may affect the scale or marks used to create the original image.COMMITTEE - how many people will be signing off on the work? We all know that formula.MEETINGS - Will you need to meet in person, or will a call and e-mails then shipping do the job?REFERENCE-Willyouprovidereferenceimageryforyoursubjectmatterifit'sobscureorspecific?BUDGET-Doyohaveafixedfigureinmind?Justneedarangetotakeforapproval?Thebetterthe communication on all fronts, the more accurate your estimate will be.CONTRACT-Howmanyroundsofsketchesareyouexpecting?What'syourresponsetime?Whowill ownthecopyrightortheoriginalart?Getallofthisinwritingtoprotecteveryone.

Illustrators think in visual terms and can be very helpful when working out concepts. If you're just looking for

someone to be the hands for your head, you probably won't get an artist's best work.

It's a bit like dancing.

Each of these steps should bring your team closer to your desired image:1.Youandtheartistcommunicatetoclarifytheimageryyouhaveinmind,ortheconceptyouhopeto convey.Explainwhatyouand/oryourclientexpect,andwhatyou'reseekingforattitudeor specificimagery.2. Youprovidedimensionsofthespacewheretheartwillfit.Alayout(evenaroughone)ishelpful.If the art needs to allow for type, this is the time to say so and, if possible, include the type placement withyourlayout.Lettheartistreadcopyorseerelevantmaterialabouttheprojectorclient.3. Theartistprovidesafewthumbnailsketches.Thesehelpyouexploreconceptandcontentpossibilities andensurethattheapproachesyou'vediscussedwillactuallywork.Thumbnailsbothcomefrom anddrivethebrainstormingprocess.4. If communication has been good, you should be able to choose from one, or an amalgam of, the thumbnailsketches.Youmaybesureenoughtoauthorizefinishedart,or...5. may needtogetmoredetailed,tightersketches,andfine-tunetheimage.6. Once the sketch is correct you, may need a mock-up with some indication of color. Be sure this stage was discussed while budgeting. It can be time consuming.7. Theartistwilldofinishedartfromtheapprovedsketch.Dependingonwtyou'vearranged,youwill get the piece to keep, to scan and return, or as a digital image.

Pencil is easy to erase. To save trouble and expense, make all your changes before authorizing finished art.

Hopethiswashelpful.BarbaraHranilovich.www.hranilovich.com