If you’ve written a children’s picture book, you may be wondering:“Do I need to find an illustrator - or will the publisher do that for me?
It’s one of the most common questions new authors ask, and the answer is… it depends.
In this guide, I’ll walk you through how it works in traditional publishing, what happens when you’re self-publishing, and where to find illustrators if you’re going it alone.
Whether you’re dreaming of a whimsical picture book or a heartfelt bedtime story, this guide will help you understand how text and illustrations come together - and who makes that magic happen.
In Traditional Publishing: Publishers Usually Choose the Illustrator
In most cases, if a traditional publisher accepts your manuscript, they will select the illustrator. You may be asked for your thoughts or given a chance to review early sketches, but the final choice typically rests with the publisher’s art director or editor.
You’re more likely to be consulted if:
You’re already established
The book has personal or cultural significance
You’ve submitted the manuscript with illustration notes
Some major UK publishers and their general approach:
Publisher | Illustration Policy |
Penguin Random House UK | Uses in-house and freelance illustrators. Authors have limited input. |
HarperCollins UK | Similar structure. Authors may offer feedback but don’t usually select artists. |
Macmillan Children's Books | Often includes authors in discussions. Collaboration is encouraged. |
Egmont UK | Values collaboration, some flexibility for author-illustrator dialogue. |
Tip: When submitting, it’s generally best not to pair yourself with an illustrator unless you’re co-creating the book together from the start.
Freelance Platforms
Websites like Upwork, Freelancer, and Fiverr are popular platforms where authors can find freelance illustrators.
Using these platforms you can browse portfolios, communicate with potential illustrators, and negotiate terms directly.
Illustration Agencies
Illustration agencies represent talented illustrators and connect them with writers seeking their services.
Authors can browse agency websites, view illustrator profiles, and reach out to discuss collaboration opportunities.
What If I’m Self-Publishing?
Self-publishing gives you complete control — but that also means you’re in charge of:
Finding the illustrator
Negotiating the contract
Managing deadlines
Providing feedback and approvals
You can find illustrators through:
Freelance Platforms:
Upwork
Fiverr
Freelancer
Social Media:
Instagram and Twitter are excellent for discovering talent
Join writing and illustrator groups on Facebook or LinkedIn
Look at hashtags like #childrensillustrator or #kidlitart
Make sure to review portfolios, request references, and clearly outline your vision. And illustrators — do the same in return. A good creative relationship goes both ways.
How to Work Well with an Illustrator (Whatever Your Route)
Whether you’re working with a publisher or commissioning your own illustrator, collaboration is key.
Here are some tips for a smooth working relationship:
Be clear about your vision — but flexible enough to allow artistic interpretation
Provide early feedback, not late-stage edits
Respect the illustrator’s skill — you’re hiring them for a reason
Use a contract that covers rights, payment, deadlines, and deliverables
Use visual references (mood boards or similar books) to guide style
How Are Illustrators Paid?
In Traditional Publishing:
Usually receive an advance against royalties
Typical royalty split is around 50/50 with the author (on picture books)
In Self-Publishing:
May charge a flat fee, royalties, or a mix of both
Flat fees can range from £500 to £5,000+, depending on experience and scope
Contracts matter — always agree terms in writing
The Society of Authors offers advice on illustration contracts and can review agreements for members.
Final Thoughts: Bringing Your Story to Life
The right illustrator can transform your story — helping it leap off the page and into a child’s imagination.
Whether you’re working with a publisher or self-publishing, what matters most is collaboration, clarity, and mutual respect.
And remember: behind every great children’s book is a creative team — words and pictures working in harmony.
Coming Soon: How Illustrations Work in Children’s Non-Fiction
Illustration in non-fiction (like history or STEM books) is a different beast altogether — with different workflows, timelines, and expectations. I’ll explore that in a future post.Here are a few popular illustration agencies to start your journey.
A few are based in the UK and others globally.
These agencies represent a diverse range of talented illustrators and cater to various industries, including children's books, advertising, editorial, and more.
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