The Rise of Illustrations in Hospitality Marketing

The-Rise-of-Illustrations-in-Hospitality-Marketing

Whether you’re marketing a hotel, destination, or event venue, photos drive your creative. It’s why our wedding and event brochures and destination blog websites like this one are filled with beautiful, color-drenched images. Inspirational imagery can drive travelers to book their vacation on the spot or couples to book their site visit tomorrow. But that doesn’t mean we’re not fans of the rise of illustrations in hospitality marketing materials of all kinds, both print and digital.

Simply put, illustrations are different. They can reveal more brand personality, creativity, and style than photos. There are many opportunities for illustration and iconography to slice through consumers’ haze and paint a fresh, new picture of your brand. Here, we discuss what’s compelling about illustrations, where they work best, and some tips on how to hire an illustrator.

Why Illustrations Are Working

Illustrations can provide a level of uniqueness that helps you stand out. While photos show a scene in clear detail, they are constrained by what’s in any single frame. Illustrations, on the other hand, are only limited by the artist’s abilities, and can convey a brand image or ideas more effectively. When done really well, they can resonate long after a great photo has been absorbed.

That’s not to say that they’re the right choice for everyone, though…

When Illustrations Work Best

Illustration isn’t appropriate for every brand or marketing opportunity. Bigstock Blog did a good job breaking down when you should steer toward photos, and when you should consider illustration:

Are you selling a specific product?

Use a photo to display it clearly.

Are you selling something intangible?

Try an illustration to capture a theme or experience.

What is the age range of your target audience?

Younger people may be more receptive to the whimsy of a fun illustration. An older audience may prefer the trustworthy vibe of a photo.

Is your business an underdog, compared to the market leaders?

Try an illustrated style to shake things up and set your brand apart.

Examples of Illustrations in Hospitality Marketing

Hawthorn’s work on The Woodstock Inn & Resort’s magazine shows off mixed media, with illustration annotating a photograph. These graphics give readers the honesty of a photo with the light-heartedness of a sketch. This vibe fit perfectly with the story inside.

Illustrations in Hospitality Marketing Example - Flatbread

Flatbread, a small chain of pizzerias in New England (and a go-to favorite of Hawthorn Creative), uses a plethora of illustrations throughout their website and branding to reflect a handcrafted feel. This isn’t something that would be appropriate for a national brand like Domino’s, but for an artsy upstart – perhaps a boutique hotel or edgy venue – it hits the mark perfectly.

Illustrations in Hospitality Marketing Example - Leaf & Land

It may seem counter-intuitive for a wedding photography business to lean on illustration for their logo, but it works quite nicely for Leaf & Land. Couples look through countless photographer websites, trying to discern who would do the best job capturing their wedding. Leaf & Land’s aesthetic sensibilities immediately shine through and give you a sense of their artsiness and bohemian taste.

How to Hire an Illustrator

If you think that illustration work may be right for your marketing, but you’re not sure where to start, one place to turn is Upwork. The backgrounds, skill levels, and prices vary dramatically, so there are options for budgets and needs of all kinds. If you’d prefer to look through portfolios first and then find the artist second, browse the designs at Dribbble, then contact the illustrator who feels like the right fit. If you’d rather not screen through hundreds of options, you can hire a design-forward agency like us to take you through the creative process and produce exactly what you need.

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