How can Illustrations be employed in your B2B Website as a powerful marketing tool?

So, you're wondering if illustrations are a good choice for your B2B website? ‍

Many people are plagued by outdated stereotypes, believing that illustration lies squarely in the realm of art and has nothing to do with business. But Illustrations have become a popular medium these days for a reason. They offer endless possibilities to bring ideas to life and are much quicker to create than images, while still being effective in getting your message across.

With the help of AI and software, illustrations are becoming an increasingly popular choice for branding and web design. They allow for customization, are perfect for communicating complex ideas and emotions, and can create a unique and unforgettable user experience. However, sometimes the industry can fall into the trap of using the same styles over and over again, just because they don't know what else is out there!

Despite this, illustrations are still a powerful tool to enhance (Business to business) b2b website design and create a memorable brand identity. From classic and traditional styles to modern and futuristic ones, there's an illustration style out there to suit your needs. That's why this guide is going to take you through some of the most popular styles in graphic design and visual content and show you some examples of how they've been used effectively.

With this knowledge, you'll be able to choose the right illustration style to make your website identity stand out or take a call on whether illustration is the right medium for you.

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Traditional and Classic

If you aim to convey elegance and sophistication, traditional and classic illustration styles might be the way to go. This style helps create the idea of trustworthiness and is meant to appeal to a more audience that avails more premium goods and services. The b2b website examples will help you learn more about how best b2b websites use custom illustrations to drive user engagement and and improve user journey.

1. Art Deco

Art Deco style is characterised by luxurious and glamorous illustrations that feature geometric patterns, metallic colours, and stylised motifs inspired by nature and machines.

It is a design style that originated in the early 20th century and is characterised by its geometric shapes, bold colours, and streamlined lines. It was originally used in architecture, furniture, and fashion, but it has since been adopted by a wide range of other industries, including B2B websites.

There are several reasons why art deco illustration style is a good choice for B2B websites. First, it is a modern and stylish look that can help to make a website stand out from the competition. Second, it is a versatile style that can be used to communicate a wide range of messages. Third, it is a timeless style that will not look dated in a few years.

For an excellent example, the SPKZ website features Art Deco digital illustrations with geometric patterns, and luxurious elements that appeal to a premium clientele. Some industries that can use this effectively include luxury hotels from the hospitality industry and luxury verticals of the banking sector. 

Here are some additional tips for using art deco illustration style on B2B websites-

• Use a limited colour palette- Art deco is all about clean lines and geometric shapes, so it's important to use a limited colour palette to avoid visual clutter.
• Keep the style consistent throughout the website- Art deco is a very distinctive style, so it's important to keep the style consistent throughout the website to create a cohesive and polished look.

2. Mid-Century Modern

This retro style is characterised by clean lines, organic shapes, and bold colours, often with a touch of quirkiness. Mid-century modern illustrations often use flat planes of colour. This means that there is no shading or gradients, and the colours are applied evenly. The illustrations often feature whimsical characters and scenes. These characters are often drawn in a simple, cartoon-like style

The mid-century modern illustration is a style of illustration that was popular in the United States and Europe from the 1940s to the 1960s. Mid-century modern illustrations often feature whimsical characters and scenes, and they are often used in advertising, magazines, and children's books.

The history of mid-century modern illustration can be traced back to the Bauhaus movement, which began in Germany in the early 20th century. The Bauhaus movement emphasised simplicity, functionality, and geometric forms, and these principles were adopted by many mid-century modern illustrators.

Today, mid-century modern illustration is still popular, and it is often used in great B2B websites and marketing materials. The style is appealing because it is timeless, stylish, and it can help to create a sense of nostalgia.

ShanghaiMe uses mid-century modern in their website for a luxury dining experience. The simple clean lines and patterns form graphics that highlight the products in subtle and sophisticated ways. 

‍3. Hand drawn

Hand-drawn illustration style features unique and personal illustrations that can be whimsical or realistic, adding a touch of humanity to B2B websites. Hand-drawn illustrations are a popular style for B2B websites because it can help to create a more human and approachable feel. This is important in B2B marketing, as it can help to build trust and rapport with potential customers.

A hand-drawn illustration is characterised by its use of freehand lines, which gives them a more natural and organic feel. Hand-drawn illustrations often have a textured look, which can be created using a variety of techniques, such as cross-hatching, stippling, or dot work. These illustrations can be used in a variety of colours, but they often have a more muted colour palette than other types of illustrations.

Check out the business website of Mailchimp, which uses hand-drawn illustrations of animals and characters in a whimsical and playful way. Mailchimp’s new illustration style allows us to communicate about complex tools and marketing practices in a simpler and more human way.

Custom hand drawn illustrations for dropbox's website

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Hand-drawn illustrations can vary widely in their level of detail, ranging from minimal to highly intricate designs. Advancements in technology have made it possible to create crisp, digital hand-drawn illustrations that retain the organic feel of traditional drawings while saving time.

4. Collage 

Collage illustration is a creative and eye-catching style that can be used to great effect on B2B websites. By combining different images, textures, and typography, collage illustrations can create a unique and eclectic look that captures the attention of visitors and conveys the brand's personality and message.

One example of a website that uses collage-style illustrations is Miro. The collage-style illustrations help to highlight the diversity and uniqueness of the products available on the site, and create a sense of discovery and exploration for visitors.This style works especially well with creative industries.

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Collage illustrations are characterised by their use of different elements that are often unexpected or juxtaposed. This can create a sense of surprise and intrigue, which can help to engage users and keep them coming back for more.

They can also be used to communicate complex ideas in a simple and engaging way. By breaking down complex concepts into smaller, more digestible pieces, collage illustrations can help users to understand and remember information more easily.

In recent years, collage illustration has become increasingly popular in the world of design. This is due in part to the rise of digital tools, which have made it easier for designers to create collages without having to rely on traditional materials such as scissors and glue.

5. Memphis

The Memphis illustration style is a bold, geometric, and colourful design movement that originated in Italy in the 1980s. Memphis illustrations are often made up of geometric shapes, such as squares, triangles, and circles. These shapes are often used in a repetitive or asymmetrical way to create a sense of movement and dynamism. Typically it uses bright, saturated colours and these colours are often used in a bold and contrasting way to create a visually stimulating effect. These illustrations often have asymmetrical layouts. This means that the elements of the illustration are not evenly distributed, which creates a sense of visual interest and excitement.

Memphis illustration has been gaining popularity in B2B websites in recent years, as businesses look for ways to create more visually appealing and engaging user experiences. 

Memphis-style illustrations can also be used in other industries that value creativity and self-expression, such as art and design. Websites for art galleries and design studios may use Memphis-style illustrations to showcase their work in a visually appealing way, creating a sense of creativity and playfulness that aligns with their brand.

6. Victorian

The Victorian era was a time of great change and innovation, and this was reflected in the art and design of the period. One of the most popular styles of illustration during this time was Victorian illustration, which is characterised by its intricate detail, use of linework, and rich colour palette.

Victorian illustration was often used in books, magazines, and advertising, and it quickly became a popular choice for B2B websites as well. This is because the style is both visually appealing and conveys a sense of professionalism and authority.

Victorian illustrators took great care to create detailed illustrations that were full of intricate patterns and textures. This attention to detail helped to create a sense of realism and authenticity in the illustrations. Victorian illustrators often used linework to create their illustrations. This technique allowed them to create a sense of depth and dimension in their work. Illustrators used a rich colour palette in their work. This helped to create a sense of vibrancy and excitement in their illustrations.

The website of the British Library uses Victorian-inspired illustrations of books and manuscripts, which add a sense of history and intellectualism to the design.

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Modern and Futuristic

For businesses that want to convey a cutting-edge and innovative image, modern and futuristic illustration styles can be used. 

1. Flat Design

Flat design is a minimalist and modern style of graphic design that uses simple shapes, bright colors, and bold typography to create a clean and streamlined look. It's a popular design style in the digital age, as it translates well to screen-based interfaces like websites and mobile apps.

One of the defining characteristics of flat design is the absence of any three-dimensional or skeuomorphic design elements. Instead, flat design relies on two-dimensional shapes and icons that are crisp and clean. This helps to create a visually appealing design that is easy to read and understand.

Flat illustrations are also often used to create infographics and other visual content that can help business users to understand complex data and concepts. They can be used to explain new products or services, illustrate complex processes, or simply make a website more visually appealing.

Many industries have adopted flat design as their preferred design style, including technology, finance, and e-commerce. For example, Google's Material Design guidelines are based on flat design principles, as are the design guidelines for Microsoft's Windows 10 operating system.

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Flat illustration style is a relevant and modern design trend that can be used to create engaging and visually appealing B2B websites. Flat illustrations are simple, clean, and easy to understand, which makes them ideal for communicating complex concepts to business users.

2. Isometric

Isometric illustration is a style of 2D art that uses three vanishing points to create the illusion of depth. This style is often used in architectural renderings and technical drawings, but it is also becoming increasingly popular for use on B2B websites.

For instance, the website of slack uses isometric illustrations of workflow and conceptual illustrations, which add a sense of depth and interactivity to the design.

The history of isometric illustration dates back to the early 1900s. However, it was not until the 1960s that the style began to gain widespread popularity. This was due in part to the development of new computer software that made it easier to create isometric illustrations.

Isometric as an art style is highly saturated with many brands using it in their websites. They are popular with industries that cater to workflows and transactions.

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3. Mascot

Mascot-based illustrations are a type of design that uses a character or figure to represent a brand or product. These illustrations are often used in web design as a way to create a memorable and engaging user experience. In this article, we'll take a closer look at mascot-based illustrations and explore some examples of brands that use them on their websites.

Mascot-based illustrations can take many forms, from cute and cuddly animals to bold and energetic characters. These illustrations can help to create a connection between a brand and its audience, making it easier for users to remember and identify with the brand. They can also be used to convey a brand's personality and values, helping to build trust and loyalty among users.

Duolingo is a language learning platform that uses a friendly owl named Duo as its mascot. Duo appears throughout the website in various forms, including as an animated character that guides users through the learning process. Duo's playful and approachable personality helps to create a fun and engaging user experience, while also reinforcing the brand's focus on learning in a playful and approachable way.

By using a mascot-based illustration like Duo, Duolingo is able to create a strong brand identity that is both memorable and engaging. Duo's playful personality helps to make the language learning experience more approachable, while also reinforcing the brand's focus on making learning fun and easy.

Here are a few reasons why mascot illustration style is relevant now-

It's attention-grabbing

In a world where people are bombarded with information, it's important to create marketing materials that stand out from the crowd. Mascot illustrations can help to do this by being visually appealing and memorable.

It's engaging

 Mascot illustrations can help to engage customers and make them more likely to remember a company's brand. This is because mascots are often relatable and can help to create a sense of connection with customers.

It's versatile

Mascot illustrations can be used in a variety of marketing materials, including websites, brochures, social media posts, and more. This makes them a cost-effective way to reach a wide audience.

4. Low Poly

Low poly illustrations are a popular style of digital art that has taken the design world by storm in recent years. These illustrations are characterised by their use of simple geometric shapes to create a 3D effect, giving the illusion of depth and texture without the need for detailed shading or textures.

One of the main benefits of low poly illustrations is their versatility, which makes them suitable for a wide range of industries, from gaming and entertainment to architecture and engineering. For example, low poly illustrations can be used to create stunning visualisations of 3D models and architectural plans, adding a layer of clarity and detail that can be hard to achieve with traditional 2D images. Another industry it can be used in is climate and topography-related industries to suggest terrains and landscapes in a simple creative manner.

5. 3D Modelling

Illustrations that use three-dimensional modelling software to create lifelike or abstract objects, characters, and environments. The 3D style is great for websites that want to showcase their products or services in a realistic or visually striking way.

For example, a company that specialises in industrial machinery could use 3D illustrations to showcase their products and highlight their unique features in a way that photographs cannot. Additionally, 3D illustrations can be used to create engaging and interactive experiences for visitors, such as virtual product demos or immersive environments that allow them to explore a space or concept.

In the past, B2B websites were often designed with a more traditional, text-heavy approach. However, in recent years, there has been a trend towards using more visually appealing designs, such as 3D modeling illustration.

There are several reasons why 3D modeling illustration is becoming increasingly popular for B2B websites. 3D models can be used to create interactive experiences that allow users to explore products and services in a more realistic way. This can help to increase engagement and understanding. 3D modeling illustration can help to improve brand awareness. When used effectively, 3D models can create a strong visual identity for a company. This can help to make a company more memorable and stand out from the competition. Studies have shown that customers are more likely to buy products from companies that have a strong visual identity. 3D models can help to create a more professional and trustworthy image for a company.

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6. Retrofuturism

A playful style that combines vintage and futuristic elements, often featuring bold colours and nostalgic references. It can be used to evoke a sense of nostalgia for the future, or to create a sense of optimism and wonder about what the future might hold. B2B companies can use retro futuristic illustrations to create a unique and memorable brand identity that stands out from the competition. Examples of retro futuristic illustrations in web design include space-themed graphics, retro robots, and vintage-inspired typography.

Retro Futurism often features futuristic technology, such as flying cars, robots, and space colonies. However, this technology is often depicted with a retro aesthetic, such as using vintage colours and fonts.

Retro Futurism also often features retro design elements, such as Art Deco, Streamline Moderne, and Googie architecture. These styles were popular in the early to mid-20th century, and they often featured bold colours, geometric shapes, and streamlined lines.This illustration style uses vibrant colours, such as bright blues, greens, and oranges. These colours can help to create a sense of excitement and optimism. Retrofuturism is often focused on technology and machinery. This can include things like robots, computers, and other futuristic devices.The style uses smooth and rounded geometric shapes. These shapes can help to create a sense of futuristic elegance.

For example, the website of Gass record label uses retro futuristic illustration patterns in combination with imagery, which add a sense of fun and playfulness to the design.

Artistic and Expressionistic

Illustration styles that are artistic and expressionistic can add emotion and creativity to web designs. 

1. Watercolour

Watercolour illustrations have a unique and dreamy quality that can add a touch of emotion and fluidity to a website. When used in website design, watercolour illustrations can convey a sense of relaxation and creativity, making them an excellent choice for websites in certain industries.

The history of watercolour illustration dates back to the 15th century. Watercolour paintings were originally used for decorative purposes, but they soon began to be used for more practical purposes, such as maps and scientific illustrations. In the 19th century, watercolour illustration became popular for children's books and magazines.

Watercolour illustration is still a popular style today. It is often used for marketing materials, such as brochures, catalogues, and websites. Watercolour illustrations can also be used for branding and identity projects.

Watercolour illustrations can be used to create a wide range of looks and feels. This makes them ideal for businesses that want to project a variety of messages.The illustrations are often eye-catching and visually appealing. This can help to attract visitors to your website and keep them engaged. Can be used to communicate a wide range of messages: Watercolor illustrations can be used to communicate a wide range of messages, from the playful to the professional. This makes them ideal for businesses that want to create a positive and memorable impression.

One industry that commonly incorporates watercolour illustrations in their website design is the art and design industry. Other industries that can use watercolour illustrations in their website design are the fashion industry, home goods and decor industry.

2. Painting

Painting style illustrations are a type of illustration that mimics the look and feel of traditional painting. They can be created using digital tools, such as a graphics tablet and painting software, or by hand using traditional painting techniques like oil or watercolour. Painting style illustrations can add a touch of sophistication and elegance to a website, making them particularly well-suited for industries that value aesthetics and visual appeal.

Painting illustration style can help businesses to stand out from their competitors. In a sea of websites that use stock photography and generic design, a website that uses painting illustration style can make a big impression. This can help businesses to attract more visitors and convert more leads.

One industry that painting style illustrations are commonly used in is the fashion industry. Fashion websites often use painting style illustrations to showcase their products in a visually appealing way, as they can add a sense of luxury and sophistication to the clothing being showcased. 

In addition to fashion, painting style illustrations can also be used in other industries that value aesthetics, such as the art and design industry. Websites for art galleries and design studios may use painting style illustrations to showcase their work in a visually appealing way, creating a sense of creativity and sophistication that aligns with their brand.

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3. Pop Art

Bold and colourful, pop art illustrations can be used to create a fun and vibrant design. The website of the Gumroad uses pop art illustrations for scenario building, use cases and graphics, creating a bold approach.

Pop art illustration is a relevant style for B2B websites and can help businesses to create a more youthful and energetic brand image.

Pop art illustrations often use bright, saturated colours to create a visually striking effect.It often use geometric shapes, such as squares, circles, and triangles, to create a sense of order and balance.Pop art illustrations often feature everyday objects, such as food, drinks, and household items. These objects are often depicted in a stylized or exaggerated way. The illustration style often uses humour to engage the viewer. This humour can be subtle or overt, but it is always used to create a more enjoyable and memorable viewing experience.

Pop art illustration emerged in the 1950s and 1960s as a reaction to the abstract expressionist movement. Abstract expressionism was a style of painting that was characterized by its focus on emotion and personal expression. Pop art, on the other hand, was a more playful and irreverent style that focused on the everyday and the commercial.

Some of the most famous pop art illustrators include Andy Warhol, Roy Lichtenstein, and Keith Haring. These artists used their work to comment on the consumer culture and mass media of the time. Their work was often controversial, but it also helped to popularize pop art and make it a household name.

4. Urban

Illustrations featuring cityscapes and street scenes can create a sense of energy and movement in website designs. The website of Modern life uses urban-style illustrations to showcase different cities around the world. This is a great website designed for prospective customers. A search engine and prospective customers should equally love the design elements.

The history of urban illustration can be traced back to the early 20th century, when artists began to use bold colours and geometric shapes to create a new style of art that reflected the urban landscape. This style of art quickly gained popularity, and it was soon being used in everything from advertising to fashion design.

In recent years, urban illustration has become increasingly popular for use in B2B websites. This is because urban illustration can be used to create a sense of energy and excitement, which can be helpful in attracting and engaging visitors. Additionally, urban illustration can be used to communicate complex ideas in a simple and visually appealing way.

If you are considering using urban illustration on your B2B website, there are a few things you should keep in mind. First, make sure that the style is appropriate for your target audience. Your website visitors should fall in love with the b2b website design. If you are targeting a young, tech-savvy audience, then urban illustration may be a good choice. However, if you are targeting a more traditional audience, then you may want to choose a different style. Modern life's website is a great b2b website design example.

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Some reasons Illustrations could be a game-changer on your b2b business website?

Illustrations are a powerful way to add visual interest, personality, and brand identity to your b2b web design. They can help you

• Stand out from the competition
• Tell your brand story, helps in b2b sales
• Engage and connect with visitors
• Improve user experience
• Increase conversion rates‍

‍Here are 10 ways to use illustrations on your website-

• Great b2b websites use illustrations for headers and callouts. Illustrations can be a great way to grab attention and direct visitors to important information.
• Tech b2b website can use illustrations to explain complex concepts. Illustrations can help break down complex information into easy-to-understand chunks.
• Use illustrations to illustrate your products or services. Illustrations can help visitors visualise what you offer and how it can benefit them.
• Use illustrations to tell your brand story. Illustrations can help you share your brand's values, mission, and vision with visitors.
• Use illustrations to create a sense of fun and personality. Illustrations can help you make your website more engaging and inviting.
• Use illustrations to create a consistent brand identity. By using the same style of illustrations throughout your website, you can create a strong and memorable brand identity.
• Use illustrations to improve user experience. Illustrations can help make your website easier to use and navigate.
• Use illustrations to increase conversion rates. Studies have shown that websites with illustrations can have higher conversion rates than those without.
• Get creative! There are endless possibilities when it comes to using illustrations on your website. Get creative and have fun with it!
• So what are you waiting for? Start using illustrations to add creative magic to your website today!

Here are some additional tips for using illustrations on your website-

• Use high-quality illustrations. Low-quality illustrations will make your website look unprofessional.
• Choose illustrations that are relevant to your brand and website content.
• Use a consistent style of illustration throughout your website.
• Don't overdo it. Too many illustrations can be overwhelming and distracting.
• Test different types of illustrations to see what works best for your website.

Can you use illustrations on B2B Websites?

The big question is is illustration suited for B2B websites? Here are a few benefits of using a relevant illustration style in a B2B websites-

1. Humanise your brand- Illustrations can add a human touch to your brand, making it relatable and approachable. They can help create an emotional connection with your target audience, showcasing the people behind your business and fostering trust.

2. Visualise complex concepts- B2B products or services can involve intricate processes or technical details. Illustrations can simplify these concepts and make them more visually understandable. They enable you to communicate complex ideas in a clear and engaging manner, helping potential clients grasp your offerings effortlessly.

3. Stand out from the crowd- B2B markets can be highly competitive, and a visually appealing website can differentiate your brand from competitors. Unique, custom illustrations can create a memorable impression, leaving a lasting impact on visitors. They help you stand out in a sea of corporate sameness and make your brand more recognizable.

4. Enhance user experience- User experience matters in the B2B world too! Illustrations can play a crucial role in guiding visitors through your website, emphasising key information, and creating intuitive navigation. They contribute to a positive user experience by adding visual interest and aiding in the flow of information.

5. Convey brand identity- Illustrations provide an opportunity to showcase your brand's identity, values, and personality. By choosing the right illustration style and incorporating relevant elements, you can align your visuals with your brand messaging. This helps potential clients understand your brand's unique selling points and creates a consistent brand experience.

6. Simplify technical documentation- B2B websites often include technical documentation, tutorials, or user guides. Illustrations can bring these materials to life, making them more engaging and user-friendly. Visual aids can simplify complex instructions and improve comprehension, ensuring that users get the most out of your offerings.

7. Create visual hierarchy- Illustrations can be used strategically to guide visitors' attention to important elements on your website. Whether it's highlighting key features, calls-to-action, or important information, illustrations can help create a visual hierarchy that directs visitors' focus where it's needed most.
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8. Foster brand recall- Memorable visuals are essential for brand recall, even in the B2B space. Unique illustrations that align with your brand's style and values can leave a lasting impression on potential clients. When they think of your industry, your brand's visual identity will come to mind, increasing the chances of them reaching out to you. Vector graphics are also used in data visualization.

Website messaging is the most important part of website strategy, and illustations can add a lot of value to B2B website messaging.

When choosing illustrations for your B2B website, it's important to keep the following in mind-

• The style of your illustrations should be consistent with your brand's overall visual identity and product design
• Your illustrations should be relevant to your target audience.
• Your illustrations should be high-quality and visually appealing.
• Your illustrations should be used strategically to enhance the user experience and promote your brand.

This shows how Illustration can be a powerful tool for B2B websites and in digital marketing. By choosing the right illustrations and using them strategically, you can create a website that is engaging, memorable, and effective in capturing leads and driving conversions.

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Select an illustration style that is relevant

Whether you want to add visual interest, simplify complex concepts, humanise your brand, or create a sense of fun and personality, illustrations can help you achieve those goals.

It is important to select illustration styles that are relevant to your brand and website content. Consistency in style and quality is key to creating a strong and memorable brand identity. Additionally, it is important not to overdo it with illustrations, as too many can be overwhelming and distracting.

In the B2B context, illustrations can be particularly valuable, great project management can help you convince a client to use vector graphics as part of their marketing strategy. They humanise your brand, help visualise complex concepts, and differentiate your business in a competitive market. By incorporating relevant and engaging illustrations on your B2B website, you can create a more memorable and impactful user experience, leaving a lasting impression on your potential clients. If you are using illustrations on a website ensure it is used with purpose, communicating a message to your audience.

So there you have it! Incorporating different illustration styles into your website can really make a difference for your business. By using these styles, you can showcase your brand's identity, create a memorable user experience, and differentiate yourself from the competition. With a wide range of styles available even beyond those stated here, you can choose one that fits your business's unique needs and goals.

So, don't hesitate to harness the power of illustrations and add a touch of creative magic to your website today. With the right choice of illustration styles and thoughtful implementation, you can enhance your web design, strengthen your brand identity, and effectively communicate with your target audience. 

You can also check out our range of work where we have effectively employed illustration in our own b2b websites at Everything Design

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Additional Reading about Illustration Styles which can be used on Websites

• 12 Illustration Styles Every Illustrator Should Know
• To create the art for this system, Mailchimp worked with a number of different illustrators around the world in addition to relying on our internal design team.
• User Experience: 10 Big Reasons to Apply Illustrations in UI Design
• Mix-&-match illustrations of people with a design library
• Examples of How to Use People Illustrations on Websites
• Some Advice on Using Illustrations When Designing Websites
• Websites with Illustrations: 25 Beautiful Examples
• 10 Reasons to Use Illustrations on Your Website
• 7 Reasons to Use Illustrations on Your Website (And Examples of How to Do It)
• Why should you use illustration art for your B2B website?

How to Use People's Illustrations on Websites?

Some cloneable websites with Illustrations-

• Humaaans
• Startup illustrations
• A Free Set of Open-Source Illustrations!
• Dayflow Illustration Landing Page
• A hand-drawn illustration library