The psychology of illustration in branding: a blog explaining how different styles and techniques evoke different emotions

Read time: Five mins

Hey there, fellow small business owners! Are you ready to learn how to draw in your customers?

Okay, maybe not literally, but we’re going to talk about the power of illustration in branding and how it can influence consumer behaviour.

As a graphic designer and illustrator, I’ve seen firsthand how the right illustration style and technique can create a strong emotional connection with a brand’s target audience.

So, let’s dive into the psychology of illustration in branding and how you can use it strategically in your marketing efforts.

What is the Psychology Behind Illustration in Branding?

Illustration has the ability to communicate complex ideas and emotions in a way that words cannot. When it comes to branding, illustrations can be used to convey a brand’s personality, values, and message.

By choosing the right style and technique, you can create an emotional connection with your audience that goes beyond the product or service you’re offering. People connect with images and visuals more than they do with words, and that’s where illustration comes in.


How Can Different Styles and Techniques Evoke Different Emotions?

Different illustration styles and techniques can evoke different emotions in consumers. A minimalist style can create a sense of sophistication and elegance, while a whimsical style can create a feeling of playfulness and fun.

The use of colour, texture, and shading can also impact how consumers perceive your brand. Warm colour like red and orange can create a sense of urgency and excitement, while cooler colour like blue and green can create a feeling of calmness and relaxation.


How Can Illustration be Used Strategically in Branding and Marketing?

Illustration can be used strategically in branding and marketing to create a visual identity that stands out from the competition. By using a consistent style and technique, you can create a cohesive brand image that is easily recognizable. Illustrations can also be used to communicate complex ideas or abstract concepts in a way that is easy for consumers to understand. For example, a diagram or infographic can help explain how a product works, while a cartoon can make a serious topic more approachable.

Brand Illustration for Red Jet Design Co. Featuring a Ballarat city scene

Illustration created for the Red Jet Design Co brand, to show their fun and creative brand personality.

Now Let’s Get Creative: Using Illustration to Boost Your Branding

Now that you understand the psychology behind illustration in branding, it’s time to get creative and use it to your advantage.

Here are some tips on how to incorporate illustration into your branding strategy:

1. Develop a consistent illustration style:
Choose an illustration style that reflects your brand’s personality and values, and use it consistently across all your marketing channels.

2. Use illustrations to tell a story:
Use illustrations to tell a story about your brand, products, or services. This can create an emotional connection with your audience and make your brand more relatable.

3. Incorporate illustrations into your packaging:
Use illustrations on your product packaging to create a memorable and visually appealing experience for your customers.

4. Create custom illustrations for social media:
Use custom illustrations on your social media channels to create a unique and recognizable brand identity. This can also help increase engagement and shares.

5. Use illustrations to explain complex ideas:
Use illustrations to explain how your product or service works in a way that is easy for consumers to understand. This can also help build trust and credibility with your audience.


Illustration is a powerful tool in branding that can be used to influence consumer behavior. By understanding the psychology behind illustration and using it strategically in your branding and marketing efforts, you can create a strong emotional connection with your audience that goes beyond the product or service you’re offering.

Are you on the lookout for a graphic designer and illustrator to bring your brand to life with awesome illustrations?

Whether you’re in the midst of developing your brand or need a revamp, I’m happy to lend my skills to create illustrations that perfectly align with your vision. Get in touch here.


But hey, if you’re feeling adventurous and want to take matters into your own hands, why not download my free tip sheet below?

These are the EXACT strategies I use to come up with concept ideas!

With 8 fun and quirky ideas to get your creative juices flowing, you’ll be coming up with brilliant illustration concepts in no time.

Brand illustration Concept Development 101 

Need illustrations for your biz, but stuck for ideas? Here are 8 things you should think about to get the ideas flowing!

Brand Illustration Concept Development tip sheet. A free download to help think of brand illustration ideas.

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