The headline for this post doesn’t mean that cartoons are taking over the planet…but that would be an interesting prospect. What I’m really trying to get across is that cartoons aren’t just for entertainment, they can mean dollars, and BIG dollars for a business. If you just think for a minute how many products we identify by the cartoon character associated with it. For example, Owens-Corning Insualtion uses the Pink Panther to get across the simple fact that their insulation is PINK. Now a lot of other insulation is pink, but when you’re talking about choosing an insulation for your project, you say—”let’s look at that pink panther stuff!”
When we are buying tuna, we might say, “Bring home some tuna tonight…y’know the kind with Charlie on it.” Many people may not know what’s in tuna that makes one better than the other, but we know in our minds that we want Charlie because he talks about tuna and that made an impression on us. If you can get your brand to be recognized by a character or symbol…it’s GOLD, baby.
To demonstrate my point I have included a look at the art process I used creating a tiger character for a kids wellness company called “Crouching Tigers”. There are many other places that specialize in kids wellness, but these guys are seeking to be recognized as “Y’know, the one with the cool tiger!”
Developing the general look and design of the tigers took a little time. As you can see below, the first sketches on the top looked too cat-like and not enough tiger. Then at the bottom, we were trying to firm up the head shape and expression. It’s amazing to me how just changing the lines and shape slightly makes the character look completely different.