6 Common Mistakes New Illustrators Make

Mistake #1: Waiting for clients to find you

One of the biggest mistakes many illustrators make is taking a passive approach to finding clients. It’s easy to assume that once you have a portfolio website or post regularly on social media, clients will come to you. However, this strategy rarely works.

To succeed as a freelance illustrator, you need to take an active approach in finding clients. Rather than waiting for art directors to stumble upon your work amidst the noise online, you should be sending your portfolio directly to clients who are a good match for your style. This proactive approach ensures that your work actually gets seen, even if it doesn’t guarantee immediate results.

It’s also important to maintain consistent contact with potential clients. Sending one email is not enough—it might take multiple touchpoints for them to remember you when the right project comes along. The old marketing rule of needing at least seven interactions for a consumer to take action still applies, and with today’s digital landscape, that number may be even higher.

Building relationships with clients takes time. Persistence is key, and staying in touch regularly (without being too pushy) increases your chances of landing future commissions. Don’t wait for luck to bring you work—be proactive, and make sure the right people are seeing your portfolio.

Mistake #2: Letting fear hold you back

Fear could mean all sorts of things: fear of sharing your work publicly, fear of failure, fear of rejection, or even fear of communicating with clients. These fears, whether rational or not, can prevent you from pursuing a successful career as a freelance illustrator.

The truth is, you will make mistakes—and that’s okay. Mistakes are a natural part of the learning process and are essential for growth. Whether they’re embarrassing, time-consuming, or even costly, none of the mistakes you’ll make in the illustration industry are irreversible. You can recover from them, apologise, and learn to do better next time. Don’t let the fear of making mistakes paralyse you.

If you’re afraid of posting your work publicly, ask yourself what’s scarier: letting people judge your art, or never knowing if you could have made a career from it? The long-term regret of not trying is far greater than the temporary discomfort of putting yourself out there.

Similarly, don’t be afraid to communicate with clients. Art directors and clients are people too, with their own challenges and insecurities. They often appreciate working with illustrators who ask questions and seek feedback. Open communication leads to stronger collaborations and better results.

Facing these fears is crucial for progress. The more you do the things that scare you—whether it’s posting your work or reaching out to clients—the easier they become. Being brave, even when it feels difficult, will help you advance in your illustration career faster.

Mistake #3: Not Seeking Feedback (or Not Acting on It) 

A common mistake among illustrators is either avoiding feedback or ignoring it when they receive it. While it’s important to create work that reflects your personal vision, you are not always the best judge of your own art. Seeking feedback from others—whether it’s friends, peers, teachers, professional illustrators, agents, or art directors—can give you valuable insights, helping you see your work from different perspectives and improving it.

When you’re in a creative flow, it’s natural to want to produce work without filters. But just like writers need editors, athletes need coaches, and comedians test their material with audiences, illustrators need external feedback to improve their work. Early in your career, feedback can be especially valuable as it helps you refine your style and improve your portfolio.

The key, though, is not just getting feedback—it’s acting on it. Too often, illustrators seek out portfolio reviews but fail to apply the advice they receive. As someone who conducts many portfolio reviews, I’ve seen firsthand how ignoring professional feedback can hold illustrators back from improving their work and attracting clients.

Of course, there will be feedback you might disagree with, and that’s okay. But when feedback comes from a potential client, like an art director, it’s worth considering their perspective. After all, they’re the ones hiring illustrators, so their advice could be instrumental in helping you land future projects.

Ultimately, seeking out and acting on feedback will make your work stronger and help you progress faster in your illustration career.

Mistake #4: Overlooking What the Client Wants 

A common mistake illustrators make is creating work solely based on their own vision, hoping it will resonate with clients. While it’s important to have a unique creative style, as a commercial illustrator, your main job is to solve a client’s problem through your artwork.

You might know your own work inside out, but the client knows their business and their goals better than you do. They’re paying you to help them achieve those goals, so it’s crucial to consider their needs when working on a project. That doesn’t mean you should never offer your suggestions—collaboration is important—but you also need to be ready to prioritise the client’s vision over your own when necessary.

If you can consistently solve problems for your clients in ways that align with their needs, they’ll appreciate your professionalism and likely come back to work with you again. As you build trust and a solid reputation over time, clients may give you more creative freedom. However, that freedom has to be earned by first proving you can deliver what the client wants.

Ultimately, a commercial illustrator’s job is about teamwork—working with the client to solve their problem and achieve their objectives.

Mistake #5: Ignoring the Business Side 

Many new illustrators focus heavily on their creative work and overlook the business side of freelancing. As a freelance illustrator, you’re not just an artist—you’re also a project manager, marketer, bookkeeper, and more. The creative part of the job is just one piece of the puzzle.

Having a stunning portfolio is great, but it won’t help if you don’t know how to market your work effectively, manage client relationships, or stay organised. Successful freelancers also need to understand the basics of copyright, contracts, and client communication. Without these skills, you could run into trouble, whether it’s mismanaging client expectations or not protecting your rights as an artist.

Fortunately, there are plenty of resources available to help you develop your business skills. The Association of Illustrators has many excellent resources for learning about contracts and rights specific to illustrators. Podcasts like 'The Futur' are great for creative freelance business advice.

You could also pick up a copy of my book, The Illustrator’s Guide. It was a finalist for the Business Book Awards 2024—it’s a great resource to help you get a handle on the business side of illustration.

Set aside time to learn these essential business skills. You don’t need to become an expert in every area, but building a strong foundation will set you up for long-term success as a freelance illustrator.

Mistake #6: Trying to Get an Agent Too Soon

Many new illustrators make the mistake of trying to find an agent too early in their career. It’s easy to understand why—having an agent might seem like it would allow you to focus solely on the creative side of things while someone else handles the business aspects and finds clients for you.

However, even if you manage to find an agent as a new illustrator (which is unlikely), you’ll miss out on valuable opportunities to develop essential business skills. Relying too much on an agent without first learning the ropes of freelancing—things like client communication, negotiating contracts, and managing your own projects—leaves you at a disadvantage. It also prevents you from becoming self-sufficient.

It’s much better to build your own foundation first. Learn the basic skills every freelancer needs, get comfortable managing your own business, and then, when you’re ready, work with an agent as a business partner. This way, you’ll approach the relationship from a position of strength, not dependency.