Per Steve Tansley, senior interactive art director at Lavidge, there are distinct differences in illustration styles between graphic novels and children's books. Graphic novels and comic books tend to be much more dramatic and serious in style and are marketed to a wide range of adults, ages 18 to 40. Children's books are much more whimsical and simple. The illustration style can be very basic or include more elegant painting or drawing. It is possible to find a balance of both styles if aiming for something in between, as Tansley demonstrates in his own work.
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