There are many steps to coming up with great work and having a wonderful and creative idea. I know that sometimes it seems that creative professionals can pull ideas out of hats as easily as a magician and sometimes ideas do come rather quickly but there are crucial guidelines one should stick to when trying to meet a clients needs. As an illustrator or designer you should always allow some time to reasearch a client's target market and buisness needs. A great idea might only be great for you or to satisfy some artistic craving you are waiting to fill but how does this help out the people who have put their trust in you? So, what should you research to ensure that you are coming up with something fabulous that will actually help your client get what he/she needs?
Here's a little list of things to research when you get a new client:
Who is your client? What exactly do they do?
(Sometimes this is rather easy while other times I've had clients where I've had to look up the meaning of their profession in the dictionary before starting, rather daunting!)
Why did your client hire you?
(Exactly what needs arose for them to hire you in the first place? Are they looking to gain more clients in a juvenile audience? Do they always hire illustrators because it's worked for them year after year? Does illustration give them a personal touch or edge?)
So to narrow this down a bit:
What is their target audience?
(And are they trying to broaden their scope using you?)
Who are their competitors?
(And what are they doing to promote themselves/using on their products? Say you're doing illustrations for a package on a new doll. Take a look at Barbie. Why is she so sucsessful? What sets her apart from what your client wants?)
Think about the target audience: What else are the clients buying?
(Think back to the barbie situation: These children also wanted to buy Dora books, big thick chunky jewelry filled with purple and pink and love bright coloured candy)
What is the client wanting to evoke in their clients?
(Are they wanting to make the clients feel a certain way when they use the product/read the artical/look at an ad/packaging?)
Take time to research images & colours. Find out what is appealing to the target audience. If you know nothing about 8 year old girls hang out for a bit in the Disney Store then head over to Zellars to get a broad scope of what exactly your client is doing and desiring. Go to the library and read to children of this age. What are the parents like in this situation? Are parents consistently turning down certain products that children like? Sometimes it's just as important to take into consideration things like this as the true client is the adult.
With this said, illustration shouldn't always be about fitting into a market. If your client wants to break new ground take a look at what's out there anyway so you'll know who's creating new ideas, what makes their work innovative and how you can allow your own work to evolve (but remember, a client is the main thing that separates fine art from illustration so always always keep them in mind). Sketch... Alot! Don't show a client all of your sketches (unless they have requested this as it can become a buffet of ideas in which a client will want to take pieces of each idea and merge them. This will result in a bloated and ugly stomach where nothing get's noticed for it's flavour). Pick out the best couple of sketches (or just one!) based on your research and tell the client why you picked what you did. Explain the choice of colour, the composition, the arrangement of elements. Let your client in on your process, let them know how long each phases is and ask them questions. Don't be afraid to ask your clients questions about their business (clients adore talking about their business and it shows you care and want to do a good job for them). Meet them in person as often as you can. Look them in the eye when they talk. Take notes. See how they react to your ideas. If you didn't get a concept right the first time find out why it's not working. Maybe go back and explain why you did something a certain way.
In many ways finding a good idea is just the result of narrowing down the extra large field of "I can do anything I want!" which is so daunting. Following the above guidelines can take lots of the pressure off of you to create a masterpiece from nothing.
Good luck and happy creating!
