What this means for your practice
State what the reader should understand after seeing the illustration. Decide whether a diagram, annotated image or simple text would serve that purpose best.
An example to discuss with your team
Hide the surrounding paragraph and ask what the illustration communicates.
A practical example
For example, a booking page might need an illustration distinguishing an enquiry from a confirmed appointment. Ask the illustrator to show an early sketch with labels before finishing the artwork. The service team should check the meaning, while the designer checks whether it works at the size used on the website or in print. A good brief produces a visual with a job to do, rather than an attractive image that repeats the heading without improving understanding.
Tell the illustrator which details may be simplified and which carry essential meaning. This avoids late rework and helps the early sketch focus on the explanation. The finished image should earn its place by helping the reader, even when its style is deliberately simple.
Make the design useful in everyday work
Describe the specific idea the picture should explain and the audience's likely starting knowledge. Compare a diagram, annotated image and clear written explanation before assuming bespoke artwork is needed. Give the illustrator verified source information and identify details requiring subject-owner review. Ask what a reader should understand after seeing the visual, then use that question to assess the draft. A decorative image may support tone without carrying instructions; keep those purposes distinct. If AI-generated artwork is used, agree its illustrative role and avoid presenting invented scenes as evidence of real people, premises or clinical outcomes.
How to check the result
Count elements that confuse the intended explanation.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
Need help with this?
Tell us what is getting in the way. Kay & Co. can help you understand the options and turn the next step into something that works for your practice.
Explore brand & design services or discuss your project.
Try the free Healthcare Digital Planner to find your starting priority.