Scientific communication is much more than written word; images, illustrations, videos, podcasts and infographics are equally important in developing a cohesive narrative, as well as making your story easier to digest. It will be visuals, not your well-crafted copy, that first catches the eye of potential customers, from your company logo to the striking colour palette and hero image on your homepage. Regardless of who you are targeting, carefully drafted visuals showcase your brand, enhance the audience’s understanding of your offerings, and keeps them engaged.

Why is scientific illustration important?

In a world where attention spans are shrinking, visual communication can help life sciences and healthcare brands to cut through the noise. From simplifying molecular structures to presenting clinical data in digestible formats, strong design transforms marketing assets into powerful tools that inform and persuade.

Types of scientific illustration

Imagery comes in many forms, and its versatility lends itself to many different purposes. From a scientific marketing point of view, we find the following the most common:

Clinical, medical and anatomical illustrations

These detailed representations of biological systems remind us of school textbooks, but they have a place in marketing too. When you need to communicate something that is highly complex or happens at a microscopic level, anatomical illustrations are a sure-fire way to get your message across clearly.

Molecular and cellular diagrams

Visualisation of processes, molecular interactions and cell structures can help to explain your innovations with immaculate attention to detail.

Data visualisation and infographics

Infographics include graphs, charts and other data-driven visuals that make complex topics much quicker to read, easier to digest, and simpler to share.

Graphs and tables

These are essential tools for presenting quantitative data in a structured, easy-to read format, and they look great to boot! Use colour to differentiate between data points and to highlight key areas.

Scientific cartoons

This is where you can have some fun and tap into your creativity! Scientific cartoons can be a great way to communicate research findings, making scientific concepts more engaging and digestible for specialist and non-specialist audiences alike.

Product and process illustrations

These step-by-step diagrams show how something works in practice, such as a specific workflow, method or application. They are often used to demonstrate how medical devices, lab equipment or instrumentation actually work.

Exhibition graphics

This is what draws a visitor to your booth – just like the hero image on your website – so ensure it is visible from a reasonable distance. It’ll be the first thing people see before they look your company up, where they will witness your equally impressive imagery online!

Animated design

Graphic design tools make it much simpler to create animations, and just a small amount of movement can convey a lot of information and make something more visually appealing.

How to make scientific illustrations and graphics: our top tips

This is often a team effort, as the person with the brief is unlikely to be the individual developing the illustrations. Be mindful that there is a need to balance creativity with technical accuracy. Here are some key principles to keep in mind:

Understand the science

First and foremost, the individual or team creating the illustration needs to understand the science, the process, and what you are trying to achieve with the graphic. To this end, an ironclad brief is required to ensure the desired outcome.

 Keep it simple

Focus on the key messages and avoid unnecessary details that distracts the viewer. Less visual clutter, more impact.

 Prioritise accuracy and scale

Scientific integrity is paramount. Remember that all content – written or visual – is a reflection of your brand, so everything you share should be consistent and focus on building trust.

 Use the right style for your audience

Academic audiences might prefer precise, data-heavy visuals, whereas company executives often respond better to simplified, high level graphics. Choose your colours wisely, as it helps to set the tone, evoke emotion and guide the viewer’s focus. Even when working within the constraints of your brand’s colour palette, find creative ways to make the most of what’s available, using colours to draw attention to key areas and create more impact.

 Think digital

Digital marketing is the cornerstone of great communication these days, and most of what we consume is on some sort of screen. It is therefore vital to ensure that your graphical materials have appropriate resolution, and load quickly on different devices and screen sizes.

Follow corporate guidelines

Don’t get carried away with a design aesthetic that veers from your corporate guidelines, which are in place to ensure a consistent brand approach. Aligning with your brand can actually save time and money by streamlining decision making, allowing you to focus on creative ways to bring it to life. Avoid decision-making by committee where possible; design can be highly subjective, even within the restrictions of corporate guidelines, so it is important to remain objective when signing off on graphics. Does this meet the brief and convey the right message? Is it scientifically accurate? Does it comply with corporate guidelines? Tick, tick, tick… approve!

Seek professional support!

Your internal teams probably have the capacity to create simple visuals, but high quality, technical graphics and illustrations require a deep scientific understanding coupled with design expertise. Partnering with a specialist agency can help you to create striking visuals that capture both your science and your target audience.

How kdm can help you stand out from the crowd

At kdm, we understand that effective marketing requires a comprehensive approach, combining strategic language with powerful visuals that capture attention and convey complex ideas with clarity. Our graphic design team works with our clients to do precisely this, creating engaging and technically accurate visuals tailored to their audiences and communication objectives. From detailed molecular diagrams to eye-catching infographics and exhibition materials, we develop visual assets that elevate brand identity, drive engagement and enhance scientific storytelling.

 

Contact us today to find out how we can support your visual communication strategy.