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Illustrations allow us to communicate ideas or concepts beyond what we can photograph. 

These guidelines apply to illustrations used in marketing and communication materials.

Tips for using illustration

  • communicate ideas or high-level concepts
  • illustrate findings that cannot be literally captured in photos or video
  • be thought-provoking and expressive
  • be unexpected
  • be visually captivating
  • don't be too literal or generic
  • avoid illustrations that require deep technical knowledge
  • avoid illustrations that are devoid of meaning or are used purely as embellishment

Sample illustrations


Ilustration sample 1 - an app for booking a taxi

This illustration showing the connectivity and convenience of a taxi app is visually captivating and conveys the high-level idea.

Illustraton sample 2 - data theft

This illustration depicting data theft via social networks conveys a story in an unexpected and accessible way.

Ilustration sample 3 - financial crisis

This illustration about types of contagion in a financial crisis is thought-provoking and expressive.



Illustration sample 1 - avoid

Some illustrations don't readily convey meaning or are used purely as embellishment. Use illustrations to communicate specific ideas.

Illustration sample 2 - avoid

Some illustrations that may be appropriate for use in textbooks or lectures, are not as accessible for marketing and communications purposes.

Illustrations ample 3 - avoid

Avoid illustrations that are too technical or require deep technical knowledge when communicating stories in our external communications.