Tips for creating promo art?

[keii4ii]

Art is hard. (Just like everything else in life.) But creating promo art for your comics presents some unique challenges.

Challenge #1: it has to say something about your character/comic.

Some promo art are designed strictly to be interest-generating material. The moment you look at it, you know it's a promo for something. Maybe an animated series? Maybe a game? SOMETHING. You know it's not a cool-looking picture of some random person. It has to evoke that "who is this character? What show/game/series is this from? I want to find out more!" feeling.

Other times, promo art is designed to be both promo material AND standalone illustration. I prefer this approach, though they're both valid, great goals to aim for.

Challenge #2: It has to look good on its own.

Self-explanatory.

I've been doing non-comic, random illustrations for years, so challenge #2 is easier for me. But it's really hard to make something that both looks good, AND says something about the characters. All my attempts either look cool but don't say anything about the characters, or they just don't look good at all.

How do you strike that balance? Any tips for accomplishing both #1 and #2 at the same time?

[WintreKitty]

I'd say add a deep emotion into the illustration. By creating a story through emotion, it already encourages people to look more into the characters, asking "who are they? why are they so upset/excited/etc.?" The same can be said for an action, "what are they doing? I want to see more..."

Another thing is maybe don't create just a character illustration, but include the world that they are a part of. Again, the same concept as above -you want to expand outwards into the story with one illustration. Try to capture some important features in the image (which may be easier said than done) that represent your comic. Something unique that separates your comic from everything else's would be ideal.

Pick a particular scene/character/item that everyone would be able to recognize immediately as your comic. A really simple example would be the bat symbol for batman promo banners. Just looking at it and you know exactly what it is promoting -this comes over time. Maybe put the same symbol on every illustration you make so that people will begin to recognize that it is from the same thing and think, "what does that represent?" (hopefully they will go and look it up). How you choose to incorporate that symbol doesn't matter, as long as it is noticeable.

Adding the title of the comic doesn't hurt either .

I think the challenge of putting #1 and #2 together comes down to depth. How much can you depict out of one illustration? By adding emotions, scenery, symbols/representations, etc. into the illustration, I think you could accomplish this. Create a story with one image. Hey, I'm not saying it's easy though. That's one damn hard task.

Maybe take a look at book covers. I know people say don't judge a book by its cover, but seriously? I definitely judge a book by its cover. Keep in mind though that book covers are created per region. They look different depending on where they are sold because different cultures have different views on what is considered "attractive."

Was this helpful?

[gearpunk]

@keii4ii @WintreKitty
I love both of you, thank you for this. It's really, really helpful!!~
I've always struggled with promo art. It doesn't help that I have kind of a fear of self promotion and I worry I'm being too pushy. :/
But I know I need to do it eventually if I want to go somewhere with my comics.

I do already have a logo that doubles as a watermark for my illustrations AND a personal icon. So when people see it, they're not only reminded that I'm the artist but it makes a powerful connection to the actual story too. It's been successful thus far~

But as for banners and buttons and the like, it's definitely been a struggle and I get a little disappointed in myself whenever I go to make one.

[keii4ii]

The hard part is not to sway too far into the promo direction. I want my promo art to be attractive illustrations on their own, too. Would someone who doesn't read comics at all, and is never going to be a reader of my comic, be interested in this picture? Would they want to buy a print of it and/or hang it on their wall? The answer has to be yes. It can't scream "HI I'M A PROMO ART." It has to say, "look how beautiful I am! BTW, there's a story behind me. You should check it out."

I'm personally not a fan of pictures that obviously tell a specific story, like Norman Rockwell's paintings. I prefer imageries that let you form your own interpretation. That might be part of the reason why my brain is complicating this so much. XD

[WintreKitty]

Ah, yeah I see the complication. The only issue is that most people buy prints of artwork like that because they know where it is from. I don't know many people who would buy a print of a random character they don't know. In this case, maybe it would be better to do a scenic print, or something abstract that is more interpretative? But then you are kind of moving away from promotion and more into just individual sales... ugh. lol

It might be a good idea to create promo illustrations for your readers first (ex. specific scenes). That way they can show it off in their own homes, get visitors asking questions about it, and slowly building your audience from there... I'm not sure how to create a promo without actually letting it scream promo.

Actually, you have a great illustration that is totally usable for this without it screaming promo. It is absolutely gorgeous, and if I saw that hanging in someone's house, I'd probably ask who the artist is. Also, scenic shots like that are always a safe way to go.

[AnnaLandin]

I think combining 1+2 is easier when you include more than one character in the promo-art. If your characters have to interact with each other in the promo-art somehow, that will tell the people who look at it something about who they are, and how they fit together, and that's the beginning of a story right there.

Take this one, for example. While it wasn't created specifically as a piece of promo-art, it works well enough as an example of what I mean: It features my two main characters, who clearly have something to do with each other, and establishes the personality of each - Masahiro is a big old grump, Akane is someone who doesn't care that Masahiro is a big old grump, and is also easily distracted.

Also, having characters do something, rather than just stand around, is usually a good plan. Have the protagonist and antagonist squaring off in a fight, if that's what your comic is about; have your heroes heading off down the road to somewhere, if your comic is about a journey, etc., etc. Context helps a lot!

[WintreKitty]

@thegearpunk For buttons, make them simple. VERY simple. Just your logo would be good. Maybe make chibi buttons, those are popular. As for the other mediums, maybe experiment with what styles work for you -check out what other artists are doing and see what works and what doesn't. It is definitely difficult to accomplish, but when done right it can be very successful.

[keii4ii]

I don't know many people who would buy a print of a random character they don't know.

Back when I was doing artist alleys, my best sellers were actually random character pictures! The subject matters were still very accessible, though. Think angels, catgirls, NAKED catgirls (tasteful artistic nudity, of course), haha. But accessible doesn't have to mean generic. It means taking a popular subject matter or theme, and then completely doing your own thing with it.

And that's what my brain wants to do when I sit down to make promo art. It takes my characters and then RUNS WITH THEM in all sorts of directions...

My favorite promo art in the whole world is also my favorite illustration in the whole world:

I first saw the bottom half of it, more than 20 years ago. I immediately fell in love with it and just HAD to play the game (it's a promo/packaging art for a video game) because LOOK AT THAT FOREST! IT'S CALLING TO ME! I NEED TO GO EXPLORE THAT WORLD.

It's beautiful, it has character (character, not characters), and it's inviting. It calls to you.

Actually, you have a great illustration that is totally usable for this without it screaming promo.

Aw, thanks XD I think I just spent too much time on it, and can never look at it anymore with an objective pair of eyes, haha.

@AnnaLandin I agree. The only piece of promo art in my pile of WIPs that could actually work as a promo art has all four main characters in it.

[michaelson]

[revisionstudios]

To kind of echo what the others are saying, I think it boils down to having a mix of different elements in the piece with the potential to engage the audience. Think of it like the elements and principles of art: a strong piece doesn't just have one element, it has several, and if you can pull off having all of them working in harmony... your piece is going to be interesting no matter what the subject matter is.

We come to know characters by how they speak, act, dress, and hold themselves. Like @AnnaLandin mentioned, interactions are a great way to show off personality. Just having a character (or your cast) standing there and looking cool might get a few people interested, but it's not going to have a broad reach.

That said, I honestly don't see a problem having different pieces or promotional materials that excel in different areas. That video game art that you posted is GREAT at what you described (makes you want to explore the world) but, while it has characters, it doesn't really make me relate to them nor does it gleam much of their personality. And that's okay because they're not trying to focus on that aspect. Their goal is to make you want to play around in this world.

So I think, when you want to make an illustration that can double for promotional purposes, find your goal. What about your story or your characters do you want to convey? What do you want viewers to pay attention to or feel? What is the kind of hook you want to employ to reel them in? (p.s. make sure this stays consistent with the comic's tone)

[DruidPeter]

I tend to agree with @AnnaLandin, but I would like to add something else to the mix. I feel that promo art is just as much about what isn't revealed as it is about what is shown to the audience. Having characters interact with each other is a great way to get their individual personalities across, which is very good for character based comics. Alternatively, an illustration where something doesn't seem right, or where something seems out of place can do wonders for piquing curiosity.

For example, I'm currently working a promo illustration for the main storyline of Kolodruidtale. (Note: This isn't the epilogues series that is currently available on the site). In this illustration, I have two of my main characters with their backs to the camera, looking out into the distance. They are dressed very well, almost in full ball gown attire.

In the distance, however, the camera sees a large trail of destruction, cutting a wide swath through an otherwise very prosperous city. Through the carnage, we see a peaceful vista of the distant shores(The city is by a large body of water, a Gulf).

It's not yet finished, but the intent is to raise questions just as much as I give real information about the storyline. Then again, text might not quite do it justice, but I hope I have explained myself well enough.

By the way, @keii4ii, I'm a die-hard fan of your work, Heart of Keol. The stunning quality with which you publish each page both inspires and motivates me. @AnnaLandin, the same goes for you, as well. I'm working hard day and night, all in pursuit of someday being as good as you guys.

[AngieVX]

And for me challenge #3: it shouldn't contain major spoilers! XD

[DruidPeter]

That's an excellent point, Angie. Kind of reminds me of a recent videogame, "Everyone's gone to the Rapture", where they literally gave away the secret of the game... in the title. facepalm

Always good to keep that in mind.

[brunoharm3]

I am struggling in this department. I haven't gotten a cool image that I feel sums up what is going on. I end up with pulp detective covers that don't incorporate the softer humor that's found in my work. Also, I am struggling to get my comic out on time, much less make promo art.

[michaelson]