Visual Problem Solving Explained

When it comes to solving problems and thinking up ideas, there has been a long running debate as to whether these skills must be an intrinsic, instinctual, “creative” talent within a person; or whether creative problem solving be achieved as a learned intellectual ability. For professional visual problem solving illustrators, designers, or artists it is a bit of both. Either way, it is a necessary requirement for anyone considering a career as a creative visual artist.

Professional illustrators usually don’t have the time or luxury to wait for that lightening stroke of inspiration to materialize a brilliant idea. Most of us have to work at it, that’s what makes illustration a profession. And just about every illustrator I know has a different way of solving a problem to complete a job. I’ve heard of many methods for getting the creative juices flowing, from taking a shower, to running in the park, to staying up straight for 40 hours, to eating pizza after midnight, to prayer, and to even asking pets for advice, seriously. All this in the hopes of getting a great idea.

When asked how he always had great ideas for illustrations, Seymour Chwast replied, “ I don’t always get great ideas, I just never show anyone the bad ones.” When animation director, Chuck Jones, was asked the same question, he replied with one word, “fear”. The fact of the matter is we all get ideas all the time about everything, and we do get ideas for the illustration projects we are commissioned. The problem occurs when it comes to the quality of these ideas we get. And, as it was for Chuck Jones, the “fear” of not being able to come up with an idea or of getting a dreaded “mental block”.

The solution is to apply a working method to solve the problem posed by the assignment and client. Understanding the process of thought that is involved with solving a visual problem can be very useful for challenging assignments.

Whether illustrators are aware off it or not, they instinctively apply many of the following stages of problem solving in the process of working on an assignment. The following is a process for generating ideas and avoiding mental blocks.

© 2013 Don Arday.

The Assignment (The Problem Stage)

Client Input

Usually a description with a collection of facts and information describing the assignment and the desired outcome. The assignment will probably be related in terms that are familiar to the client. Most likely the information will be in non-art terms and may involve marketing information and technical specifications. This is a good thing, as clients generally don't have knowledge of visual terminology. You may receive the assignment directly from the client or from an intermediary such as an art director or an account executive. Either way it won't be from an illustrator.

Reinterpretation of Client Input

To prepare for the process of “creative construction” it's necessary to translate the client's description into artistic terms that you can work with, i.e., a personal reinterpretation that applies to pictorial terms and ways of working to allow you to act on the assignment task and content. Reinterpretation will help identify any missing information the client overlooked in assigning you the job, in which case you can ask for further explanation, additional facts, or clarification.

© Don Arday.

Creative Construction (The Thought Stage)

Open Brainstorming

When you begin to think about a problem, it is important to record any and all ideas, thoughts associations, experiences, first impressions, etc. about the subject. The record of this activity may take the form of visual sketches, written words or short sentences. These will become the building blocks of further ideas. And it is absolutely critical you remain non-judgmental about the ideas you come up with, good, bad, ugly or even silly ones. Don’t disregard any ideas. Know that brainstorming is a very personal activity. At this stage the ideas generated are for you and you alone, and sometimes thoughts that are seemingly unusable may lead to ideas that are. Also, it is not sufficient to simply have the thoughts; they must be put on paper in one form or another. This process can be completed in a short period of time or it can take much longer.

Focused Brainstorming

This thought session involves searching for ideas independent of the first thought session, trying to expand the number of ideas to add to the material you already thought of to produce final sketches to present. The main difference is that this time you should relate all of your ideas to the assignment. Try to improve on your original set of ideas. Once again, try to avoid metal blocks by being to judgmental about your ideas. It's often our own judgmental expectations that stand in the way of our creative thinking. 

© 2013 Don Arday.

Research (The Education Stage)

Subject Research

One of the most interesting things about being an illustrator is all the things we learn about various subjects, in order to produce illustrations. You must familiarize yourself with the subject of your design problem. This will aid in eliminating stereotypical ideas you may have concerning the subject such as previously publicized phrases or visuals. At all times during this process you should be adding to your cache of ideas. Research is an important part of any problem solving process and should be part of your creative fee. Although I prefer to brainstorm ideas prior to researching facts, some illustrators prefer to proceed directly to the research stages before attempting any brainstorming.

Media Research

These days it is especially important to consider the media requirements of the assignment. You must become aware of the specific production processes, materials, and limitations that will influence the completion of your illustration. Budget also becomes an extremely important consideration here. This research will help you make visual and production decisions that will influence the look of your illustration. For example, a small, illustrated logo or icon will work better with a high key contrasting color scheme. Dark colors and subtle tones should be reserved for larger display formats. Also, an illustration that will appear on the web may require a different amount of detail and production resolution, than one that will be printed with a 200 line-per-inch screen on a sheet-fed offset press.

© 2013 Don Arday.

Evaluation (The Decision Stage)

Idea Review

Now it’s time to be judgmental. Idea review is the time to look for some personal benefit that might result from your choice of ideas. This is the stage where you assess all of your thumbnails and other recorded material and select those ideas you feel the most positively about. You can set your own personal criteria to judge the quality of the ideas, like which ones would enhance your portfolio, which ones will best suit your style, or make a great composition. Or you can place classifications on the ideas such as practical, attractive, unique, client suggested, etc.

Criteria Review

Consider the criteria given by the client. Re-evaluate your materials and relate them to the requirements of the problem reinterpretation. Search for unique qualities inherent in your ideas to bring attention to your client and even yourself, or ideas that may lend themselves to added benefits, such as a concept that is versatile or marketable. Criteria review is when you choose ideas that will benefit the client and cross-reference them with personally beneficial ones to choose which idea(s) to present. The idea(s) that will motivate you the strongest and you will be most excited to produce--a win, win situation.

© 2013 Don Arday.

Development (The Proposal Stage)

Idea Implementation

Now that you know exactly how you want to proceed with the assignment, obtain the specific visual references necessary to visualize your ideas. Begin the final sketch stage, all the while ironing out compositional problems. This is also the point where you should consider the actual working methods needed to produce the finished illustration that will be dictated by the sketch. It is advisable to plan out a logical schedule of action when the sketch is approved to save on time and any production answer questions the client may have.

Support Rhetoric

Sketches don’t sell themselves these days so it’s very important to provide some verbal support for your idea, whether it is spoken or written. Even though you may have provided verbal support, be prepared to justify all decisions concerning the idea and your sketch. It is not enough to be able to intuitively produce a pleasing idea. You must sell your idea clearly. The idea, in turn, will be sold again by whom ever you sell it to, especially if your client must present it to their superior or a constituent. See “10 Steps To Presenting Illustration Ideas Successfully”, posted on 12/11/12, theinformedillustrator.com.

© 2013 Don Arday.

Production (The Finish Stage)

Completion

This is the stage where approved ideas are turned into finished illustrations and prepared for delivery and commercial production, most likely, as a digitized file. All the formal visual and media considerations are finalized at this stage; media, format, size, composition, color scheme, visual elements, digital resolution, file preparation and archiving, etc.

Final Review

You are finally finished. But are you? This is perhaps the most important stage prior to the release of the finished illustration, and the one illustrators most regret not doing. Take some time to look the final illustration over very carefully and make sure you are completely comfortable with all the decisions you’ve made. I call it the 5-Minute Rule, take 5-minutes to look over the work. If something “bothers” you, then correct it. It’s the last chance.

Thoughts on Illustration Style

Style is an important trait needed to achieve economic success as a professional illustrator. Illustration reps, clients and even fellow illustrators recognize, remember, and identify work by associating it, or attributing it to a particular style. Phrases are often used to describe the particular work of an illustrator like; “It’s sort of like…”; “It reminds me of…”; “It has the look of…”; It’s done with…”; and “It was for…”. These phrases are usually followed by; the media used; a technique; the name of a famous illustrator; an illustration genre, the name of a client, and/or a market. This is mainly done for the purpose of marketing or commissioning an illustrator by associating their work with the work of others that may already be familiar to a client or an audience.

© 2001 Don Arday

Three Schools of Thought on Style

Like anything else that involves illustrators and the marketing of illustration, there are differing opinions, or schools of thought on the subject of style and how style should be applied to an illustrator’s work. In addition to the three main schools of thought, there are also some fringe viewpoints such as the extreme belief that a style should be conceptualized before the illustrator creates any work at all. Much the same way a scriptwriter and director come up with a character’s role before it’s actually acted out. Another extreme belief is that an illustrator should define a restrictive color palette for their works and be confined to it. In other words, once a work in black and white, always a work in black and white, forever a black and white artist, or some other such visual tithing. A further view is that an illustrator should stick to one medium such as gouache, acrylic, or Adobe Illustrator. And yet another is that an illustrator should restrict themselves to one type of subject matter, such as automobiles, birds, pop stars, etc.

School One

The first school believes that every illustrator, and every artist for that matter, should display a commonality of style in their work. This could be one or more of the categories below or a particular attitude expressed in the work as a whole.

School Two

The second school believes that every illustrator should not only display an identifiable commonality of style in their work, but should possess qualities that are not only instantly identifiable, but are also unique, i.e., never been seen before.

School Three

The third school holds the opinion that an illustrator’s work should demonstrate a versatility of style, as manifested by the ability to execute a variety of techniques in several modes, and alternatively to produce works for a variety of markets.

Categories of Style

Style as interpreted by illustrators can mean several differing things. Illustration reps will often categorize bodies of work based on their ability to communicate and market a style. Clients will classify the style of an illustrator’s work based on their company's needs and desires. Although functional for marketing purposes, style categorizations made by non-artists, reps, and clients tend to be a bit basic and stereotypical in nature.

Media

For some, style refers to the use of a specific media, such as scratchboard, watercolor, or pen and ink, etc. This happens particularly when the medium used plays a visually dominant role in an illustration. It also happens because it is an easy way to classify work.

A special note: At one point in time in the not too distant past, all digital illustration was simply known as digital illustration without regard to it’s visual appearance or any of the other categories below that serve to define an illustrators style. Digital raster paintings were not distinguished from hard edge vector works, montage, or dimensionally modeled imagery. The “shock of the new” regarding digital media overwhelmed any visual style that was apparent in the illustration itself. Happily, this is no longer the case, and digitally created works are classified by their visual traits and relative merits.

Method

Taking it one step further, style can refer to a manner of mark making, such as the use of stipple or cross-hatch in pen and ink work; and for painting, the use of a palette knife, wet into wet, glazing, or spattering. Other methods include collage, vector art, etc.

Form

This kind of stylistic categorization relates to the form and structure of compositional arrangements, such as geometric, organic, montage, dimensional, etc. Form, as a style, can also have identifiable elements, shapes and even color schemes such as the above example of the black and white artist.

Genre

Style can manifest itself as an artistic genre either past or present such as art deco, nouveau, constructivist, psychedelic, fantastic, street, urban, etc. Genres can also be regional or cultural such as manga or Japonism, etc. Stylistic genre can even be expressed in terms of “schools” such as the steam punk school, weird west school, and neo-Victorian school, etc.

Purpose

Style can even be classified in reference to the purpose for an illustrated message. Examples of purpose categorizations are satirical, humorous, comic, caricature, scientific, botanical, medical, diagrammatic, or technical. Along with purpose, the markets illustration serves, such as high tech, fashion, children’s book, etc., are used to classify styles of work.

Conclusion

Perhaps the most important thing for an illustrator to know about having a style is that someone else will have to confirm whether the work has one. Unless of course, the illustrator deliberately attempts to acquire someone else’s style, and even this is a type of style known as pastiche. Although the determination of a style is more useful when referring to a body of work, it can also be attributed to a single work. Regardless of style, editors, art directors, publishers, clients, patrons, and fellow illustrators will attribute the desirability, and relevance of an illustrator's work.

Planning an Illustration Business

There is quite a bit of information available on business planning, but as we illustrators know all to well, the illustration business, is by it’s very nature is different than most other businesses. For one thing, it is neither a service business, nor is it a product providing business, it is both. So right off the bat, business models that only work exclusively for either services or products, which are most of them, are not a good fit for an illustration business.

© 2000 Don Arday.

The most standard business plan is a start-up plan, which defines the steps for a new business. It covers standard topics including the company, product or service, market, forecasts, strategy, implementation milestones, management team, and financial analysis. The financial analysis includes projected sales, profit and loss, balance sheet cash flow, and probably a few other tables. The plan starts with an executive summary and ends with appendices showing monthly projections for the first year.

A strategic plan, or a “hopes and dreams” plan, focuses more on the big picture priorities to provide a framework for making smaller decisions. For the sole-proprietor illustrator, it is a personal plan that provides a definition of the business and a description of future aspirations. Detailed cost factors, equipment needs, space requirements, etc., are not the focal point of a strategic plan.

Do You Need a Business Plan?

If you intend to borrow money for your business, in addition to demonstrating evidence of financial stability, you will need a business plan. Depending on how you look at it, many illustrators do not need to borrow money to start a business. If you don’t have a need to borrow money, a business plan can be an informal one. I said depending on how you look at it, because many illustrators have already taken out a loan for the purpose of creating an illustration business, a student loan for their college education. After all, the debit created by the loan will factor into the illustration business operating costs in some cases for many years.

© 2000 Don Arday.

Even though a business plan may not be necessitated by the need for external financing, having one can be vitally important to how you will make decisions and conduct your business, so it is wise to have a plan. For illustration, the plan can be a strategic plan, a start-up plan, or a combination of the two.

The Strategic Plan Objective

A plan provides guidance. Guidance provides direction. Direction leads to a goal.

The Start-Up Plan Objective

A plan identifies needs. Needs lead to resources. Resources support work.

A business plan should be as simple as possible. It should be appropriate to the scope and circumstances that will constitute your interpretation of your illustration business situation, i.e., your business environment.

Even if you're starting off as a sole-proprietor, and you have your own resources for your business, an informal business plan can greatly improve the chances that your illustration business will succeed. With a plan, you will have a blueprint for building your business in well thought out stages. Special Note: Your business plan should be written for non-artists.

Illustration Business Plan Outline

1. Overview

A brief statement describing your business including location, market segment, etc.

2. Objectives

A statement should be provided for both short-term objectives (three years or less), and long-term objectives (five years or more).

3. Mission Statement

A mission statement to establish a business goal and how you intend to achieve it.

4. Key Advantages

A statement or list of the main areas of specialization or expertise you have to offer. What might make your business different from the competition.

5. Company Synopsis

5a. Type of Company

A company type identifies a prescribed business structure for purposes of legal and tax requirements and advantages. Types of companies include; a sole-proprietorship (single ownership), also called a sole-trader; a partnership (shared ownership); a limited liability company (LLC), a type of partnership; and a corporation. Each type has advantages and disadvantages and should be thoroughly researched as to which will work best for your business.

5b. Inventory

Furniture, equipment, materials, computer hardware, and software should all be included.

5c. Assets and Liabilities

Inventory items should all be listed as assets and given a value for a loan application if appropriate. Liabilities should also be listed, e.g., computer loans, rent, utilities, etc.

5d. Start-Up Requirements

A list of all business start-up needs with a description and the expenditures relating to them. This should contain all aspects needed for your illustration business such as office space including square footage, arrangement, internet, and utilities needs. Include equipment needs such as computers, software, hard drives, printers, scanners, modems, telephones, copiers, etc. List furnishing needs, for instance desks, file cabinets, chairs, easels, taborets, tables, bookshelves, etc. Expendable materials should also be listed and costs estimated. This would include computer, art, and office supplies. Detail the monetary requirements such as rent, utility fees, salaries, insurance premiums, and tax provisions, e.g., self-employment social security contributions, etc.

5e. Support Services

List any support services your business will rely on. Common support services for illustrators include digital output bureaus, photographers, models, delivery services, web hosting providers, consultants, etc.

6. Illustration Pricing Structure

An explanation of product and services pricing including the method used for charges, be it based on a lump-sum payment, or an hourly-wage formula or both. There may be a lump sum charge for the illustration/creative product itself, and hourly-wage fees for supplemental services such as meeting time, and non-creative production fees.

7. Marketing Strategy

A statement outlining the plan for marketing your illustration business including media and means. Marketing includes all forms of promotion, both purchased and gratis. Purchased refers to those forms of promotion that you have to pay for, while gratis refers to those where the promotion has no cost.

7a. Purchased Promotion

Advertising in any form, either print or online; direct mail; identification and signage; a web presence that might include a website, portfolio hosting sites, a blog (paid), a Facebook subscription (paid), etc. Some less thought of purchased promotions include paid memberships in organizations; entry fees to competitions; and perhaps most importantly, portfolio fabrication and maintenance; etc.

7b. Gratis Promotion
Often overlooked, plans for encouraging client referrals, leveraging networking relationships, and capitalizing on reputation/acknowledgements should be stated.
The internet provides many opportunities for gratis promotion such as a free Facebook page, Google+ page, Twitter account, Linkedin page, Pinterest account, free blog page, membership in online groups, free portfolio sites such as Deviantart, etc.; and more and more new free promotional opportunities are constantly coming available. This continuous change makes gratis promotion somewhat less defined than purchased promotion.

7c. Targets
Targets equate to your intended customer base. It may be one or more specialized markets like publishing or a segment of a market like nature publications; a specific category of work like children’s book illustration; a defined location like the New York city area; a list of specifically sought after clients.

8. Finances

8a. Breakeven Estimation
A breakeven estimation identifies the actual operating costs of a business for the purpose of knowing when earnings represent actual profit.
       
8b. Pro Forma Estimation
If it is necessary to go into detail on the financial aspects of your illustration business, say to secure a loan, you may want to prepare “pro forma” statements for cash flow and profit and loss. A pro forma is a financial statement based on financial assumption or prediction, it can also reflect a financial development that will occur in the future, or has come into effect from the past. An example might be an expected tax break that will occur at reporting time.