Guide: General Design Principles
Illustrations are simple
Never use two elements when you could use one. This principle applies to groups of illustrations and also within a single illustration. Take the Talking Is Teaching Hippo as an example.
She is comprised of only a few basic shapes: the simple, rounded outline of the body, two ovals for the snout and belly, two ovals for the eyes and two for the nostrils. An extension of this character, Doctor Hippo, is achieved by adding the fewest elements possible to create the image of a doctor.
Illustrations are flat
Most characters are shown straight on or from a side profile, but never in perspective. Only solid spot colors are used, no depth cues, shaping, gradients, shadows or any elements intended to add realism. The same goes for props, speech bubbles, and environmental objects. Everything should be drawn flat and presented on the same two-dimensional plane, and whenever possible on a white background.
Everything is friendly
Don’t be afraid to get cute! The essence of our creative is friendliness with a bit of whimsy. But the look and feel of our creative is not just for cuteness – it’s a tool to make the content more engaging and persuasive to our audience. To strike the right balance, use friendly, playful imagery to drive the core message and achieve products goals.
Illustrations are logically consistent
Attention to detail is key and illustrations, although cartoons, should be logically consistent. For example, speech bubbles should come from characters and should not exist on their own. Objects appearing in the sky should be drawn in the top half of the design layout.
Everything is parent/caregiver focused
It’s easy to get sidetracked drawing cute baby animals, but it’s important to keep our target audience in mind: parents and caregivers of young children. While the look and feel of Talking is Teaching creative is cute, friendly, and childlike, we’re speaking to an audience of adults.