Are you struck by the homogeneity of today's long, scrolling web pages with full-bleed stock images and bold headlines? While this mobile-driven trend is here to stay, there is good news for marketers looking for the next new thing. There's a growing trend of using illustration and hand drawn imagery in addition to, and in some cases, instead of stock photography.
Why is illustration poised for a comeback? Because the web is in the age of Personalization. Consumer brands have been utilizing personalization for a long time.The latest and greatest being Coca-Cola, who last year introduced the familiar silver and red cans and bottles emblazoned with people's names and now is introducing millions of custom, hand-painted bottle designs; for several months, no two bottles will look the same. Coca-Cola hired artists to create a small number of unique bottle designs and then utilized a computer algorithm to create virtually unlimited variations of these designs.
Personalized design is not relegated to the consumer world. B2B web visitors today have also reached the point where they expect information tailored to their needs, presented visually in a non-generic way that makes them feel like the brand understands them --- not only on an analytical level, but in a more intuitive, emotional way.