What the heck are ‘demographics’ and why do they matter to you as an artist? When I was an illustration student, I always wanted to know who the job was for. Was it a cool magazine where I could do my edgiest work, or a more staid one, where I would be myself – always – but rein in the edges? As a working illustrator, I loved knowing who the client was. Was it the New York Times or Vogue? A Japanese travel magazine or an American cosmetics company? It informed my art. You want to understand the type of client you’re making art for. It’s NOT that you alter your very being. Rather, it’s about getting a feel for things. Is it very feminine? Is it for kids? Is it very intellectual? Is it for foodies or techies?

As the 2015 Global Talent Search approaches I want to share some really important insight with you through today’s mini. It’s all about how you compose your artwork.   Mini assignment 4: Kick ass composition How your artwork is composed is so important! I’ve seen really great icons or products on a page passed on by art directors because the overall layout is not as strong as it could be. Don’t let that happen to you!

Q: What do these four images have in common? A: They all have the word “the” in them. Did you spot that?

It’s prep time for our annual Global Talent Search (GTS) – one of the most closely-watched events in our industry. This year, we’re offering a series of five mini assignments to get you ready to rock the competition, which will be shared daily here on the blog all this week. If you have not yet registered, book your place here and then dive into these ‘minis’ to help you get ready for the main competition.   Mini assignment 1: Sock research Your first mission is to do research on socks, and take photos of them. What socks do you see out there? What socks do you like? What do you have in your sock drawer? Are they patterned? Textured? Hand-knit? What about on the bus, or in the town? What socks are other people wearing?