What Should Authors Include in a Book Illustration Brief?

An illustrator cannot see the finished book exactly as the author imagines it. They need clear information about the story, audience, visual purpose, production specifications and creative boundaries before meaningful work can begin.

A professional book illustration brief turns an author’s ideas into practical instructions. It explains what needs to be illustrated, why each image matters and how the artwork will be used across print, digital and promotional formats.

The brief should guide the illustrator without controlling every creative decision. Instructions that are too vague can lead to unsuitable concepts, while instructions that dictate every expression, colour and object may prevent the illustrator from contributing professional visual judgement.

A useful brief may include:

• Book overview
• Intended readership
• Illustration purpose
• Number of images
• Character information
• Setting
• Style direction
• Colour requirements
• Dimensions
• File specifications
• Rights and licensing
• Revision rounds
• Budget
• Schedule
• Approval process
• Promotional uses

Completing the brief before commissioning final artwork can reduce misunderstandings, unexpected costs and extensive revisions.

Begin With a Concise Book Overview

The illustrator should understand the complete project before working on individual scenes.

Include:

• Book title
• Author
• Genre
• Intended age group
• Approximate word count
• Format
• Main themes
• Tone
• Short summary
• Publication plan

A children’s picture book brief might say:

“This is a 32-page picture book for children aged five to seven. It follows a cautious fox who learns to ask for help while crossing a flooded woodland. The tone is warm and gently humorous, with moments of tension but no frightening imagery.”

A nonfiction brief might say:

“This is a practical leadership guide for first-time managers. Illustrations will explain communication frameworks and workplace situations in a clear, modern style.”

The overview should help the illustrator understand what kind of reading experience the visuals need to support.

Define the Intended Reader

Age and audience affect:

• Visual complexity
• Character design
• Colour
• Emotional intensity
• Amount of detail
• Page composition
• Cultural references
• Text placement

A book for three-year-olds requires different visual communication from a middle-grade novel or adult business guide.

Describe the intended reader specifically.

For example:

• Children aged four to six reading with an adult
• Independent readers aged eight to ten
• Teenagers interested in fantasy adventure
• Adults reading practical health information
• University students using a reference book
• General readers interested in local history

Avoid describing the audience as “everyone”.

The illustrator needs to know who must understand and respond to the images.

Explain What the Illustrations Need to Do

Illustrations may serve different purposes.

They can:

• Tell part of the story
• Establish setting
• Show character emotion
• Explain a process
• Clarify a difficult concept
• Create atmosphere
• Provide visual breaks
• Support navigation
• Present factual information
• Encourage interaction

A picture-book illustration may carry information that does not need to appear in the text.

A nonfiction diagram may need to communicate a process accurately.

A decorative chapter image may simply establish mood.

Identify the purpose of each type of artwork so the illustrator can make suitable decisions.

Specify the Number and Type of Illustrations

Provide an estimated list of required artwork.

Possible items include:

• Front cover
• Back cover elements
• Full-page illustrations
• Double-page spreads
• Half-page images
• Chapter openers
• Spot illustrations
• Character portraits
• Maps
• Diagrams
• Tables
• Decorative icons
• Endpapers
• Title-page artwork
• Promotional images

For example:

• 12 double-page spreads
• 6 single-page illustrations
• 8 small spot illustrations
• 1 front cover
• 1 title-page image
• 3 character assets for marketing

Do not assume that cover artwork, promotional graphics and endpapers are automatically included in the price for interior illustrations.

Each deliverable should appear in the brief and contract.

Provide the Manuscript or Relevant Extracts

The illustrator should receive the most stable version available.

For a picture book, provide the complete manuscript with suggested page divisions where appropriate.

For a chapter book, provide:

• Full manuscript
• Illustration list
• Relevant scenes
• Character descriptions
• Chapter placement

For nonfiction, provide the passages each diagram or image must support.

Major editing should be completed before final illustration begins. A manuscript assessment, developmental edit or sensitivity review may change:

• Plot
• Characters
• Page count
• Chapter order
• Settings
• Visual requirements

Commissioning finished artwork too early can lead to illustrations for scenes that are later removed.

Create an Illustration List

An illustration list describes each required image.

A useful entry may include:

Illustration 4
Placement: Pages 10 to 11
Scene: Mina stands at the edge of the flooded bridge while the fox watches from behind a tree.
Purpose: Establish the danger and show that both characters are frightened.
Important details: Mina carries a yellow satchel. The bridge should look unstable but not terrifying.
Text space: Leave a calm area in the upper-left corner.
Continuity: Mina’s coat and hairstyle must match the previous spread.

The list should identify essential information without turning into a complete drawing instruction.

Give the illustrator room to propose composition, perspective and visual storytelling.

Develop Clear Character Profiles

Recurring characters need consistent design.

Provide information such as:

• Name
• Age
• Height
• Build
• Skin tone
• Hair
• Clothing
• Personality
• Movement
• Facial expressions
• Mobility aids
• Cultural background
• Relationship with other characters

Include only details that matter to the story or representation.

A profile might say:

“Samira is nine years old, British Pakistani and confident in familiar settings but cautious around strangers. She wears practical clothes and has tightly curled shoulder-length hair. Her expressions are observant rather than exaggerated.”

The illustrator may create character sheets showing:

• Front view
• Side view
• Expressions
• Clothing
• Relative height
• Key objects

Approve character design before full scenes begin.

Describe the Setting and Time Period

Setting affects architecture, clothing, objects, transport, plants, lighting and colour.

State:

• Country
• City or region
• Historical period
• Season
• Weather
• Social environment
• Important locations
• Level of realism

A historical book may require references for:

• Buildings
• Uniforms
• Vehicles
• Household objects
• Maps
• Street signs
• Technology

A fantasy world may require rules for:

• Geography
• Clothing
• Magic
• Creatures
• Architecture
• Weapons
• Social hierarchy

The illustrator should know which details must be historically or technically accurate and which may be interpreted creatively.

Provide Visual References Carefully

Reference images can communicate:

• Mood
• Texture
• Colour
• Composition
• Lighting
• Character energy
• Historical detail
• Level of realism

Use references to explain preferences, not to request imitation of another living illustrator’s distinctive style.

A useful direction might say:

“Softly textured digital painting with warm natural light, restrained backgrounds and expressive but proportionate characters.”

Avoid:

“Copy this illustrator exactly.”

Reference boards may include:

• Photography
• Public-domain artwork
• Architecture
• Clothing
• Natural landscapes
• Colour palettes
• Material textures

Label what the illustrator should notice in each reference.

Define the Preferred Style

Possible styles include:

• Watercolour
• Collage
• Pencil
• Ink
• Digital painting
• Flat vector
• Linocut
• Graphic novel
• Realistic
• Stylised
• Minimal
• Technical diagram

Describe the desired emotional effect as well.

For example:

• Warm and reassuring
• Playful but not chaotic
• Dark and atmospheric
• Historically grounded
• Modern and professional
• Scientific and precise
• Literary and restrained

Words such as “beautiful”, “creative” or “eye-catching” are too broad without further context.

Set Colour and Contrast Requirements

Explain whether the project requires:

• Full colour
• Limited palette
• Black and white
• Spot colour
• Brand colours
• High contrast
• Muted historical tones
• Bright children’s colours

Consider the final printing method.

Colours displayed on screen may not reproduce identically in print.

Ask for colour proofs when colour accuracy matters.

Accessibility may also affect choices. Avoid placing essential text over busy images or relying only on subtle colour differences to explain information.

Supply Accurate Page Dimensions

The illustrator needs production specifications before creating final files.

Include:

• Trim size
• Portrait or landscape orientation
• Bleed
• Safe area
• Spine where relevant
• Single page or spread
• Required resolution
• Colour mode
• File type

A common instruction might include:

• Final trim size: 8 × 10 inches
• Bleed: 3 mm on all outer edges
• Resolution: 300 DPI
• Colour: CMYK for print
• Working files: layered PSD or equivalent
• Final delivery: print-ready TIFF and web JPG

The printer, designer or publishing platform should confirm the exact specifications.

Do not estimate the cover spine before the page count and paper choice are final.

Show Where Text Will Appear

For illustrated interiors, the illustrator should know:

• Exact text placement
• Approximate text length
• Font size
• Page margins
• Whether text sits inside or outside images
• Whether the design may move text later

Indicate quiet areas where copy can remain readable.

Do not ask the illustrator to create a detailed scene across the entire spread and then cover important faces or objects with text.

The designer and illustrator should coordinate early when page composition is complex.

Address Accessibility

Accessible illustration planning may include:

• Strong contrast
• Clear labels
• Readable embedded text
• Distinguishable shapes
• Simple diagrams
• Alternative-text descriptions
• Logical reading order
• Large-print adaptability

Artwork for large print book publishing UK may need:

• Larger labels
• Simplified layouts
• More space
• Stronger contrast
• Separate versions of complex diagrams

An image that works in a standard paperback may not remain readable after being reduced, cropped or reformatted.

Include Representation Requirements

Describe important identity and cultural details accurately.

These may involve:

• Race
• Religion
• Disability
• Body diversity
• Gender expression
• Family structure
• Clothing
• Hair texture
• Mobility equipment
• Historical context

A sensitivity reader UK authors consult may review:

• Character sketches
• Clothing
• Physical features
• Cultural settings
• Symbols
• Final spreads

Avoid broad directions such as:

“Make the family look ethnic.”

Provide specific, researched context.

Representation should appear throughout the visual world rather than being added through one token background character.

Identify Factual Accuracy Requirements

Nonfiction and educational illustrations may need verification.

Professional nonfiction book fact checking should cover:

• Maps
• Timelines
• Anatomy
• Scientific diagrams
• Historical clothing
• Buildings
• Machinery
• Statistics
• Labels
• Relative scale

State who will approve factual details.

Possible reviewers include:

• Historian
• Scientist
• Doctor
• Engineer
• Subject editor
• Cultural consultant

Agree whether specialist corrections count within the ordinary revision allowance.

Explain the Revision Process

Set a staged approval process.

A typical sequence may include:

• Mood board
• Character concepts
• Thumbnail sketches
• Detailed sketches
• Colour samples
• Final artwork
• Production corrections

State:

• Number of included revision rounds
• Who provides feedback
• How feedback will be consolidated
• What counts as a new direction
• Cost of additional revisions
• Approval deadlines

Several team members should not send contradictory comments directly to the illustrator.

Choose one main contact who collects and confirms feedback.

Set the Schedule

Include dates for:

• Brief approval
• Contract
• Character concepts
• Sketches
• Revisions
• Colour proofs
• Final artwork
• Cover
• Marketing assets
• File delivery

Allow time for:

• Author review
• Designer review
• Sensitivity review
• Fact-checking
• Proof production
• Printer corrections

Do not create a launch date based on an unrealistic assumption that dozens of illustrations can be completed in a few days.

Quality work requires development, review and revision.

State the Budget and Payment Terms

The children’s book illustration cost UK authors face may vary according to:

• Number of images
• Complexity
• Style
• Experience
• Colour
• Detail
• Research
• Rights
• Deadline
• Revision rounds

The brief or contract should confirm:

• Total fee
• Deposit
• Milestone payments
• Final payment
• Additional revision rate
• Cancellation fee
• Expenses
• Tax where applicable
• Payment currency

Ask whether the quotation covers:

• Cover
• Character design
• Endpapers
• Promotional artwork
• Editable files
• Rights
• Revisions

The lowest quote may not include everything needed for publication.

Define Copyright and Usage Rights

The agreement should state whether:

• The illustrator retains copyright
• The publisher receives a licence
• Copyright is assigned to the publisher
• Rights are exclusive or non-exclusive
• The illustrator can show work in a portfolio
• Adaptation is permitted
• Credit is required

List intended uses, including:

• Paperback
• Hardback
• eBook
• Audiobook cover
• Large-print edition
• Translation
• Website
• Social media
• Advertising
• Merchandise
• School resources
• Future editions

Do not assume that paying for the artwork automatically provides unrestricted ownership.

The contract should reflect the actual publishing and marketing plan.

Include Marketing Deliverables

Illustrations may also be needed for:

• Amazon A+ Content for books
• author website SEO pages
• Social media
• Advertisements
• Email campaigns
• Events
• Media coverage
• Goodreads marketing for authors
• Retail graphics

Specify:

• Required dimensions
• Number of assets
• Text-free versions
• Character cut-outs
• Horizontal and vertical crops
• Web file formats

A press folder or author media kit UK may need approved illustrations with clear credits and publicity rights.

A book sell sheet UK bookshops and libraries receive may also feature the cover, character artwork or one interior spread.

Plan Trailer Artwork Separately

A book trailer script may require illustrated assets that can be animated or cropped.

Tell the illustrator if the project needs:

• Layered files
• Separate characters and backgrounds
• Extended scenery
• Moving objects
• Cover reveal
• Vertical video crops
• Character expressions

A flat print illustration may not be easy to animate.

Motion requirements should be included before final artwork is created.

Consider Audiobook Uses

The audiobook production cost UK authors calculate may include visual assets such as:

• Audiobook cover
• Retail thumbnail
• Narrator announcement
• Audio sample graphic
• Promotional video
• Social banners

The audiobook cover often uses a square format, while the print cover is vertical.

Ask whether the illustrator will adapt the artwork or whether the designer will handle the new composition.

Confirm that the licence covers audiobook marketing.

Common Illustration Brief Mistakes

Frequent problems include:

• Providing no audience information
• Commissioning before the manuscript is stable
• Using vague style words
• Requesting imitation of another illustrator
• Omitting dimensions
• Forgetting bleed and text space
• Providing contradictory feedback
• Leaving character details unclear
• Ignoring representation
• Failing to budget for promotional artwork
• Assuming unlimited revisions
• Not discussing copyright
• Changing the brief after final artwork begins
• Forgetting large-print or audiobook versions
• Sending unsuitable low-resolution references

A clear brief does not remove creativity. It gives creativity a reliable structure.

A Practical Illustration Brief Process

• Finalise the manuscript structure.
• Define the reader and visual purpose.
• List every required illustration.
• Create character and setting notes.
• Gather relevant references.
• Define style and colour direction.
• Confirm trim size and technical specifications.
• Mark text-placement areas.
• Identify accessibility and representation needs.
• Define factual-review requirements.
• Set the approval stages.
• Agree on revisions.
• Confirm budget and payment.
• Set realistic deadlines.
• Define copyright and licensing.
• List marketing and format adaptations.
• Approve sketches before final artwork.
• Review proofs before publication.
• Archive final files and agreements.
• Credit the illustrator correctly.

A thoughtful book illustration brief protects both the author and illustrator.

It gives the creative professional enough information to understand the project while allowing them to contribute composition, visual storytelling and artistic expertise.

Frequently Asked Questions

How detailed should a book illustration brief be?

It should explain the audience, story, purpose, deliverables, style, technical requirements, schedule and rights clearly. It should not dictate every visual decision.

Should the full manuscript be sent to the illustrator?

Usually, yes. Picture-book illustrators need the complete text, while illustrators working on selected chapters should receive the relevant scenes and enough wider context to understand them.

Should authors include reference images?

Yes. References can communicate mood, clothing, architecture, colour and realism. They should guide the project without asking the illustrator to copy another artist’s distinctive work.

How many revisions should be included?

The number should be agreed before work begins. Many projects use staged approvals with defined revision rounds for sketches, colour and final artwork.

Who owns commissioned book illustrations?

Ownership depends on the written agreement. The illustrator may retain copyright and grant a licence, or copyright may be assigned under clearly agreed terms.

Should promotional artwork be included in the brief?

Yes. Website, media-kit, audiobook, trailer, retailer and social assets should be listed separately so the illustrator can price, design and license them correctly.