What is it?
Illustrations explain the product, fill empty states and guide the user. A good illustration system can become the most recognisable part of a brand.
Consistency needs a defined drawing language: line weight, colour set and character proportions.
Defining traits
- Custom illustrations and characters
- A bright, warm, multi-colour palette
- Rounded corners and soft shadows
- Small micro-animations and fun feedback
- A friendly, conversational tone
Where does it fit?
Suits education platforms, children's products, consumer apps, community and gaming products, and apps that soften tough topics like personal finance or health habits.
Recommended industries
- Education
- SaaS & software
- E-commerce
When to be careful
It can make the brand feel lightweight in law, corporate finance and high-end real estate, where seriousness and status are expected.
Industries to be careful with
- Legal & consulting
- Finance & insurance
- Real estate & architecture
Which styles does it combine with?
- Primary · + Neo-brutalismAn energetic product voice for younger audiences
Illustrations explain the product; thick borders and hard shadows add clarity and character to buttons and cards.
Performance & accessibility
Deliver illustrations as SVG and turn off animations for users who prefer reduced motion.
