Selecting the right illustrator for a children's book is one of the most important decisions a publisher makes. The illustrations carry as much weight as the text - sometimes more - and the wrong choice can undermine even the strongest manuscript. So how do publishers actually go about finding and choosing their illustrators?

The Brief Comes First

Before any illustrator search begins, the editorial team develops a clear brief. This document outlines the tone of the book, the target age range, the number of illustrations required, and any specific visual requirements. A picture book for toddlers demands a very different approach than a chapter book for eight-year-olds, and the brief ensures everyone involved understands what the project needs.

Publishers also consider the commercial positioning of the book at this stage. Will it sit alongside bright, bold titles on the supermarket shelf, or is it destined for specialist bookshops? These factors influence the style of illustration they seek. Understanding the full scope of illustration and artwork services helps publishers define their requirements more precisely.

Portfolio Review

With a brief in hand, commissioning editors begin reviewing portfolios. Most publishers maintain databases of illustrators they have worked with before, alongside files of new talent they have discovered at book fairs, through agents, or via direct submissions. Our featured illustrators represent the calibre of work that catches editorial attention.

Editors look for several things during portfolio review. Technical skill matters, but so does storytelling ability. Can the illustrator convey emotion through character expression? Do their compositions guide the eye naturally across the page? Is there consistency across their body of work?

Publishers also assess whether an illustrator's existing style matches the project, or whether they show enough range to adapt. Some illustrators excel at one particular look, while others demonstrate flexibility across different genres and age groups.

The Shortlist

From the initial review, editors typically create a shortlist of three to five illustrators. These candidates are then discussed with the wider team, including art directors, sales representatives, and sometimes the author themselves.

At this stage, practical considerations come into play. Is the illustrator available within the required timeframe? What are their rates? Have they worked on similar projects before? Do they have a track record of meeting deadlines and responding well to feedback? The commissioning process involves careful consideration of all these factors.

Publishers often request sample sketches from shortlisted candidates. This test helps them see how each illustrator interprets the specific manuscript, rather than relying solely on existing portfolio work.

Chemistry and Communication

Beyond technical ability, publishers value illustrators who communicate well. Children's book projects involve multiple rounds of feedback, from rough sketches through to final artwork. An illustrator who responds defensively to suggestions or disappears for weeks at a time creates problems for the entire production schedule.

Many editors arrange phone calls or video meetings with their top candidates before making a final decision. These conversations reveal how the illustrator thinks about their work and whether they will be pleasant to collaborate with over several months. Browse our curated collective of illustrators to see professionals who excel in this area.

Making the Decision

The final choice often comes down to a combination of factors. The illustrator whose style best matches the manuscript, who demonstrates professionalism in their communications, and whose availability aligns with the production schedule will typically win the commission.

Publishers also consider long-term potential. If a book becomes a series, they need an illustrator who can commit to multiple titles over several years. Building a relationship with a reliable, talented illustrator benefits both parties.

What This Means for Illustrators

Understanding how publishers make their decisions helps illustrators position themselves effectively. A strong portfolio that demonstrates both skill and storytelling ability is essential. Clear communication, professional conduct, and realistic availability all contribute to winning commissions.

Publishers remember illustrators who are easy to work with. Even if a particular project goes to someone else, a positive impression during the selection process can lead to future opportunities. Learn more about our pre-production services to understand the full publishing workflow.