In this blog series, I'm addressing the challenges illustrators face as our culture transitions from print to the web. The introductory post discusses the mindset around this transition.

See more charming illustration work by Tina Kugler.

Illustration adds an amazing amount of depth to the written word. Art adds a visual punch to a story or editorial. It's sometimes the thing that grabs a reader first. It can further an opinion. It enhances and deepens an author's voice. It can capture imagery and emotions that photography cannot. But I don't have to convince you, talented illustrators, that there is value in illustration. You know what your work is worth.

The internet does not.

Online, where any blogger in a basement can Google a photograph to accompany his post, illustration becomes not just misunderstood, but viewed unnecessary. This conception is widespread but not impossible to reverse.

But first, let's filter your clients. They are NOT random people in basements blogging about their family vacation. Your clients are businesses with a strong internet presence. This includes blogs, social networks, web startups, e-commerce, etc. (I'll discuss clients in a future post.)

It's up to you to teach the value of illustration to these potential clients. Don't assume that the editors behind a website have the same understanding of illustration as those of the magazine and book editors of yesteryear. They may be running a business based on content but they often have the same viewpoint as the basement blogger.

So how do you teach the value?

Start with your own website. (This is where marketing comes into play.) Having a basic online portfolio with contact info isn't enough, no matter how talented you are. You need also to preach your message loudly and clearly. Accompany your art with a short paragraph and tagline that explains the benefit of your talent. Here are a few examples outside of illustration: Ballpark clearly tells what they do with some strong visuals to back it up. The Art of Nonconformity succinctly explains its conceptual hook. Evernote uses only two words to get its point across before exploring their product more deeply. And MetaLab is a development firm that points out their specialty before introducing you to their portfolio.

Generally speaking, illustrators don't always think about marketing their message. It used to be that illustration was marketed through large print annuals or postcard campaigns. The recipients already knew the value of illustration and the art spoke for itself without the need for extraneous explanation. But today online, you have to teach it. Treat a potential client visiting your site as if they just stepped into your gallery without an understanding of why you create art or what the benefit is to them.

In addition, have an 'About Illustration' page or something of the like, whatever you call it, wherever you put the message. Don't focus on yourself and your art school achievements. Explain the advantages of your work and weave in the value that illustration itself offers. Associate your art with how the client can sell more, explain themselves clearer, attract more readers or emphasize their stories.

And when you get to your portfolio, put captions to your work. State how one illustration helped a client have a successful promotion or how another accompanied a story so kids could follow along easier. Describe the contexts that clients will understand.

Yes, you need to treat people like they don't get it. Because if they don't, which is likely, they never will (or someone else will teach them). And if they don't get it, they won't hire you, even if they love your illustration work. So think about the value of your work and teach it. When people understand something, they become free to act on it.

In the next post, I'll be discussing a few business models that revolve around illustrating for the internet, as well as rising above free images.  Please subscribe to Blog.CampSteve.

I have several friends on Facebook who are fellow artists and illustrators, one of which posed the question, "For all hustling in the cartooning/illustration/graphic design biz: What are you planning to do with your skills once the print industry is dead? Is the internet the ruination of a commercial art career or the bold new frontier of a post-print art industry?"
 
Now, print really isn't dead nor do I think it will completely die. It's just a lot slower than it once was and freelance illustrators are suffering. I'm not going to discuss the intricacies of why this has come about (you know why), rather how artists can move forward.

See more fantastic caricature illustration by Ashley Holt. 

The thing is, we're in a transition phase as all kinds of media figures out how to distribute itself successfully, legally and profitably on the internet. Today's entrepreneurs are taking up the challenge. As an artist with one foot in the entrepreneurial technology world, I believe the web will present a "bold new frontier" of opportunities.
 
However, you, complacent illustrator, are waiting for the opportunity to fall in your lap. Don't wait for the industry to adapt to the web. Be one who adapts it to the web. Take the future of illustration into your own hands!
 
How?
 
It's time to think of yourself as a digital illustrator. Stop dreaming of New Yorker covers. Set your sights on blogs, social networks and other media sites. Target the ever-growing pool of web apps and online services. The mobile internet is in its infancy as it encompasses proprietary platform apps, i.e. iPhone. These are where your new clients are. (More on this new client base in future posts.)
 
Currently, the internet is primarily designed by web developers, or worse, tech engineers (though many also have great illustrative talent). It shows. Look at some of your favorite websites. Are they visually appealing or just getting the job done? (Ahem, Facebook.) Is written content accompanied by illustration or stock photos? There's lots of opportunity here!
 
To adapt to the web, you're going to have to change your mindset. It's more than just thinking in RGB instead of CMYK. I'm talking about SEEING this new market and SEIZING it. I hope you're not BLAMING the internet for your drop in print gigs. You CAN be at the forefront of web illustration because it's still a very new industry. Go ahead and call yourself a "web illustrator".
 
In part two of this series, I discuss the "value of illustration". As a teaser, I'll say this: It's up to you to teach your potential internet clients the value of artwork. They do not know.

 In part three, I'll address new business models and how to make money by illustrating for the internet. Learn how to rise above the plethora of free images available.

 Part four is about why you shouldn't worry about people "stealing" your work online.

 Part five, marketing. Beyond that? Probably. There's much I'd like to share with you.  Please subscribe to Blog.CampSteve.