The consumer is a term used by companies great and small to describe anyone who has the means and potential to buy, anything. Companies spend hundreds of thousands of pounds annually in market research just to identify what it is the consumer wants, before spending even more on advertising to let that same consumer know that the things they desire are available for purchase.
These days the consumer can be a person or another company and businesses need to cater their advertising strategy accordingly.
For the average man/woman on the street the best way to raise awareness of a product are TV, Radio and street advertisements. These are things that the general public already have easy access too, which is why we often hear and see companies through these mediums, offering deals on just about anything, from great savings on weekly consumables, to the importance and affordability of life insurance.
For companies like Pearfisher Debut Art and Big Active however, who provide a service for other businesses, advertising in this way might not have the same impact on sales. Their target needs to be reached in a different way and their message isn't one of affordability, but of competence and how reliable they are. It is their reputation ultimately that will bring business their way. So word of mouth, a strong portfolio and customer satisfaction are much better tools to generate interest in what they have to offer.
In todays market, the consumer is ever changing. This has never been more obvious since the implementation and wide spread accessibility of the internet, where consumer browsing habits are monitored more and more by companies who are interested in cashing in on this surge of information, to bring you what you want.
Before this information was available, companies targeted consumers in different ways, making assumptions based on age and gender. If you where a young woman, they assumed your interests were cosmetics and body care. In todays world, that same young woman might be conducting internet searches for engine parts or video games. And so advertising on particular websites will more often show, what you've previously searched for.
Task
This weeks task is to research consumer markets from my chosen field, which is illustration.
My consumer is not the typical man or woman on the street. Everything I do follows a process, a chain of events before my work even gets there.
For example.
- Client presents the initial idea
- Design house (this could be the style the client particularly likes)
- Design Illustrator (myself who is then presented with the client brief)
- Print
- Consumer (finally available for purchase)
So my 'consumer' is the Design Houses like Debut Art, Dirty Hands and Big Active.
Publishing is still one of the biggest Art and Design industries within the UK, with a net-value of over 4.5 billion pounds. This makes the UK book industry bigger than the TV, Music and Film exports, with Penguin books the biggest publisher.
General Consumer Groups
- Mass Market (including paper backs)
- 60% Industry sale in the UK
- Best Selling Fiction
- Best Selling Non-Fiction
Within these general consumer groups are a number of branches all specializing in publishing different products all of which are illustrated in some way shape or form. Some require more illustrative work than others (children's books for example will have art work on every page) but every book requires a cover.
Small Press
- Independent
- Small % of the market
- More daring
- Rise in demand
Children's Books
- Growing Market
- Picture Books
- Younger Fiction
- General Fiction
- Teen Fiction
- Non-Fiction
Journals
- Educational
- Academic
- Reference
- Scientific
- Technical
- Professional
- Medical
Editorial
- Newspapers
- Periodicals
- Magazines
- Small Press (like zines)
Areas of Publishing
- Editorial
- Design
- Production
- Marketing
- Distribution
- Legal
- Administration
This weeks assignment.
This week we are meant to pick a book we like and research the publisher.
Being a mom, the person I mostly buy books for is my daughter. When she was four I bought The Gruffalo. It was very moderately priced and the art work was very endearing and easy to follow. The story was also very good (even as an adult I enjoyed it) and my daughter grew up with it in her collection.
The publisher of the Gruffalo at the time I bought it was Panmacmillian.
Panmacmillan is a trading division of Macmillan Publishers, who are a division of Holtzbrink Publishing group.
Macmillan publishers have a rich history, having been founded by Daniel and Alexander Macmillian in 1843. They have published work for Rudyard Kipling, H. G. Wells and many more. They operate in over 70 countries and is one of the largest and best known international publishers.
They have published academic and scholarly, fiction and non-fiction and reference.
Agencies
Agencies are at the forefront of the creative working world and as a designer, you can expect most of the job prospects to come from them. Whether you're a Graphic designer working for the agency and their particular House Style, or an Illustrator being represented by them, agencies can provide a lucrative career.
There are many agencies world wide, all with their own style and differing sizes (in terms of the clients they cater for and the amount and acclaim of the artists they employ).
Some examples of Agencies.
- Pearlfisher - This agency deals with some of the biggest brands in the UK. They have studios in both London and New York. While agencies like this can offer a very attractive wage, you are not given a lot of creative freedom.
- Big Active - This agency represents Illustrators who have their own style. These artists have a lot more freedom when working, allowing them full creative input.
- Dirty Hands Co - This agency has connections in Illustration, branding and fashion. While they're not as rigid as companies like Pearlfisher in terms of creative freedom, they do have a particular style that their artists must adhere too.
Being in the first year of my degree, thinking about which of these agencies I might want to be employed/represented by is some what daunting. Right now all I'm worried about are deadlines and hand ins, but it will be interesting to look back at this blog in three years time and see whether I feel the same way.
How do I want to be represented?
Ideally, I would prefer to be affiliated with an agency that allows more creative freedom as I am more comfortable doing my own thing, but on the other hand I would also like some guidance and direction, especially in the early days of my career.
Working for a Agency with a 'House Style' seems to be the best place to start. While I would be working to the agencies particular style preferences, I would have more input into the creative process that I would working for the much larger Pearlfisher.
How do I want to perceived on the Market?
Everyone wants to be known as skilful in what they do, so it goes without saying that's how I want to be perceived as also. I'd like to be recognized for my own style, even when I am producing work and adhering to a particular house style. For people to be able to single out my work, within a range of that 'House Style'.
As for what exactly I will be doing? I currently have NO idea.
How do I want to win commissions?
Displaying my work online, entering competitions and sending my portfolio of work out to Illustrative agencies. Establishing myself as a capable artist who can produce work which will hopefully lead to more opportunities and word of mouth recommendations.
As an Illustrator in training, part of that training requires that I learn and understand the industry I am preparing to enter. This week we looked at the different branches and types of companies that operate in a growing world of commercial illustration.
Design Houses
These are creative companies who operate to a specific 'style'. Each house can be recognized by its style and any who come to work for them must adhere to this type of creative process.
External clients often approach these houses, attracted by the style. Employees of the house then follow the brief set out by the client and produce the work.
Each employee is delegated by a Creative Director, who ensures the house style is followed and the work done to a satisfactory standard for the client.
Examples of Design Houses
- I love Dust
- Adams Morioka
Freelance
Working Freelance basically means that you work for yourself. It has one major upside - that being you are essentially your own boss. But this requires a level of commitment you might not have if you were working for a company, under guidance and instruction.
It is up to you to push yourself to get up and out there looking for the work yourself. To make this easier, a network of friends and contacts within the industry is a must. You really have to get your product and style out there into the public eye. This might prove very difficult in the early days as you will find yourself not only competing with Design Houses and large businesses, but other Freelancers.
Understanding and working to a legal structure is also important as pricing and other legal factors can be a tricky work around.
Examples of Freelancers
- Emily Forgot
- Michael Gibbs
Networks and Collaboration
Building a Network is important to every one in the design industry as in a lot of situations 'it's not what you know, it's who you know'. You never can tell where the next opportunity can arise. It could even come from a university class mate further down the road, so it pays to be nice!
Collaborating with other artists can be another way to open doors previously thought to be closed as, when complete, your name will be alongside the collaborators when they showcase the work to people you may not have otherwise be exposed too.
Stay in touch, keep growing and marketing yourself to as many people as possible and grab those opportunities when presented, you never know what they will lead too.
Exhibitions
These are self initiated events where the artist has a chance to sell original and limited edition artwork. These can include anything from paintings, to installations. They are site specific, meaning you will reach a limited amount of people with in the area, but if advertised well and if you have made an effort to reach out and generate interest, these could be huge events in a career.
While selling original art work ultimately means you will never see it again, it is important then to document these pieces to retain a record for your portfolio. A good way to do this is with a photographer friend and if they are willing, you can pay them with art!
Competitions
These are a great way to generate awareness of your work, more so if you manage to win. There are many competitions held worldwide and each one can open up possibilities for you, even if you're not lucky enough to win, there's still a chance the right person will see your work as all work is exhibited and published.
Examples of some Competitions
- D&AD
- Computer Arts Award
- Penguin Books
There are also fairs and conventions that you can visit and display, possibly sell your work and are good ways to generate interest in your work and expand your network of contacts and possible clientele.
- Pick Me Up (Graphic Fair)
- London Illustration Fair
- Comic Conventions
