What is a key factor in deciding between using illustrations or photographs in design?

Choosing between illustrations and photographs in design heavily relies on audience engagement and conceptual clarity. Illustrations can be tailored to convey specific concepts or ideas in a more controlled manner than photographs, which can sometimes have limitations in expressing abstract or conceptual themes. For instance, illustrations can precisely reflect a brand’s unique style, tone, or message, allowing for a more direct connection with the target audience. They can portray imaginative or stylized interpretations that photographs may not readily accomplish.

Moreover, photographs are often realistic and may evoke certain emotions or connections, but using them might not always align with a designer's goals in terms of uniqueness and portrayal of specific concepts. In contrast, illustrations offer versatility and creativity, potentially fostering a deeper engagement from the audience.

Other factors like image size, budget, or editing software might play significant roles when selecting visual elements, but they do not primarily influence the effectiveness of communication with the audience as significantly as engagement and clarity of the concept do.