Making tech companies more human through illustrations

I used to manage a small team in a little food shop and during our morning huddles, I’d share quotes, announce quick wins, and read memos aloud.

One time, I got a bit too “smart” and decided to lecture everyone on the history and meaning of Cordon Bleu since it was our daily special.

Ten minutes in, I saw people scratching their heads and glazing over. Some were even biting their nails, and their eyes were glazing. I realized I sounded like a know-it-all jerk.

Even though I shared a ton of information that morning, the staff didn’t know what to make of it. I swore to never again waste people’s time on stuff they can’t use. It’s better to teach them how to apply knowledge.

The problem with being too smart

Famed graphic designer Michael Bierut said consumers today are less interested in meanings spoon-fed to them as they become more informed. I think this is why my Cordon Bleu TED talk flopped.

Tech companies and startups are always balancing on a tightrope between nerd talk and dumbing down information for the masses. They’re cursed with processes and information that’s hard to communicate in layman’s terms.

The solution is to include illustrations in the messaging. Illustrations leave room for interpretation and allow the customer to give meaning to the message. It’s a more engaging exercise, and aha moments make people feel smart.

Dropbox™’s story

It’s not easy for tech company founders to try something out of their comfort zone. It’s logical to assume that tech and art don’t mix. In fact, Dropbox’s illustration team took nearly eight years fighting for illustration’s power.

Michael Jeter, Dropbox associate creative director, narrates the success of Dropbox through the illustrations of Jon Ying:

The team needed a quick and easy way to communicate with customers in a way that felt like there were humans working on the problems.

At the time, Dropbox couldn’t afford an illustrator, and there was a need for a lot of communication at the time.

Fortunately for us, people really responded to (the illustrations) Jon’s work. They even went so far as to take time out of their days to email about the drawings. It was a hit! (Swipe below to see Jon’s sketches)

Jon in this story wasn’t even a professional graphic designer and using illustrations was a success. Imagine what subscribing to a professional on-demand design service for your illustrations could do for you!

It would definitely yield better results, don’t you agree?

How illustrations teach

Tech companies’ target market varies from students to C-level executives and while they may have different needs, all of them respond well to pictures. In fact, think back to your favorite books, I bet the most memorable had pictures.

I vividly remember the science book I had when I was in Grade 4 with a diagram about the water cycle.

If the authors dropped terms such as evaporation, condensation, precipitation, without using a single picture, I’m sure only the science geeks would remember and appreciate them.

Remember this image from your science books?

Educational institutions show that illustrations can:

• Attract attention
• Improve retention
• Increase understanding
• Provide context

If pictures work for information-heavy industries, tech companies can use them in messaging, design and marketing.

Sample illustrations for tech companies

Illustrations bridge the tech gap

A disconnect still exists between product engineers making these sophisticated tools, platforms and services and the communications teams dumbing down the messaging. This confuses the audience more.

So there is a constant and critical call for professional designers and illustrators to create sophisticated illustration styles that can connect people to the technical nature of the brand.

Illustrations not only make a tech brand more human and relatable but they help clients understand that the company really wants to make the best possible product for their users and to communicate it effectively.