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Foundations
Illustration
Our illustrations are…
Calm
Illustration is used to connect with customers on a human level: to support and help them gain clarity and control when dealing with their finances and should provide a deeper understanding of the product or brand.
Focussed
Illustration is most effective when it is precise in choosing a single message to deliver. With every illustration, we ask ourselves “what is the customer benefit and what are we trying to say?”
Considerate
It’s important to consider user empathy when creating illustrations. We need to make sure we focus on helping achieve financial peace of mind.
Using illustration
Illustrations should always empower our users. They should convey a sense of humanity and tell a story that our users can relate to. The Creative Team maintain the quality of MoneySuperMarket’s illustrations, making sure that each one expresses a sense of calm and stays true to the brand pillars.
Types of illustration
lllustrations can be broken down into two main categories:
Hero
Hero illustrations are intended to tell a story and set the scene to enhance the content of the page. With the use of flowing landscapes and sunrise gradients, this helps to draw the user in, by creating an emotionally immersive space.
Content
Content illustrations have a much more simpler design in their creation, visually and metaphorically. Perfect to create impact with limited space and help support the narrative when used alongside content.
