"What tool do you use to make these visuals?"

What tool do you use to make these visuals?

I get this question on weekly basis.

The short answer is: Figma.

But there’s more to the story, and in this newsletter, I’ll walk you through my tool journey and share a few things to consider when making your pick.

First, you can explain ideas visually just as well with a marker and paper as with state-of-the-art design tools. If you’re thinking about presentation, branding, or getting hired, style matters. But when it comes to clear communication, it’s not the main thing. In fact, a fancy or overly creative style with lots of bells and whistles can make your idea more confusing than clear.

First experiments (mid-2020)

I started by sketching by hand, then used Vector Magic to turn my drawings into vectors. After that, I tweaked them in the Graphic app on my Mac to give them a mystical vibe (can’t find any examples). I was just experimenting with tools I already knew. I also played around with different styles in the now-discontinued Graphic app.

Thought of taking it more seriously (late-2020)

I convinced my wife I needed an iPad, telling myself that using Procreate and the Apple Pencil would make my visuals feel more authentic and help me draw metaphors and more complex illustrations. Honestly, it was just an excuse to get an iPad. But I’m glad I did – I had fun, didn’t quit, and kept creating.

Pivoting vector graphic (late-2021)

I realized I was drawn to a clear and precise style in Procreate. And when it comes to being precise, vector graphics make much more sense than raster. So I started looking for vector tools to recreate my work. Switching to vectors felt right – easier to reuse assets and a perfect match for the style I wanted.

I wanted a vector tool that worked on both iPad and Mac, so I could keep sketching metaphors and complex visuals with the Apple Pencil. I ended up choosing Adobe Illustrator.

Look how similar they are – one is a raster image made in Procreate, the other is a vector made in Illustrator.

Switch to Affinity Designer (late-2021)

Adobe Illustrator was expensive, so I looked for alternatives. I found Affinity Designer. It was much more affordable, with no subscription and none of Adobe’s annoying cloud stuff. It had all the features I needed and worked on both iPad and Mac.

Switch to Figma (early-2022)

Over time, I realized I wasn’t creating many metaphors and was 95% of the time working on my Mac. That got me curious about Figma. The iPad app wasn’t really existing, but the web and Mac versions were perfect for the simple things I needed. So I made the switch, and I’ve been happily using Figma every day since – both for my own visuals and polished client work.

Figma is free, which is one reason I recommend it in my course and community. I’ve also created easy-to-edit templates for my students. Most of my behind-the-scenes work happens in Figma too. It’s easy, but powerful – you can tweak every little detail you want.

The iPad is now just for quick sketches in Bear Notes, Apple Notes, or more recently, FigJam.

It’s worth mentioning that one of my early students, Roberto Ferraro, started with Affinity Designer and still uses it today. It’s the right choice for him because he creates a lot of metaphors, and the iPad with Apple Pencil is perfect for that. Doing the same work in Figma would take him much longer.

So.

I’ll say it again. Style doesn’t matter when it comes to explaining ideas visually. It’s all about the concept, the idea, and the words you choose.

But.

There are a few things to keep in mind when choosing the right tool for the job.

First, ask yourself: do you just want to explain ideas visually, or do you also want to look more professional and boost your chances of getting hired as an illustrator?

If you only want to explain ideas visually, almost anything works – pen and paper, default apps, or Figma. The only reason to consider an iPad is if you struggle with drawing and want to trace objects for metaphors or complex visuals. But if you only make complex stuff occasionally, Figma is more than enough. That’s what I use too.

Honestly, in today’s AI-driven world, raw, real, even ugly sketches with strong ideas can stand out more than polished designs.

If you care about looking more professional, I think Figma is the best vector tool. But if metaphors are a big part of your style, an iPad with Affinity Designer (or Procreate, if you prefer raster graphics) might be worth it.

You won’t get it perfect from day one. Try things out, experiment, and enjoy the process.

A quick note on formats for those who don’t know the difference between raster and vector graphics:

Raster graphics

These are made of pixels, like a photo or something drawn in Procreate. They’re great if you want a more natural, hand-drawn feel. You’ll usually need a tablet – an iPad is popular, but there are other options too. Just know it’s a bit harder to edit visuals or reuse created assets later.

Vector graphics

These are made of clean lines and shapes, like logos or icons. They always stay sharp, no matter the size, and are super easy to edit and reuse. The downside? It’s harder to get that sketchy, artsy vibe.

Though with some intention, you can strike a good balance. I’m pretty happy with the style I get using vector graphics. The custom hand-drawn font I made, along with intentional imperfections like color going outside the lines and slightly chopped or curved lines, helps create the balance I was looking for.

I hope this was helpful. Have fun creating!

That’s it for today. See you next week! Let me know in the comments what you’d like me to cover in future issues.

Janis Ozolins / ozo.art

P.S.

In 3 weeks, I’m hosting a live session for my course and community members.

I’ll share everything I’ve learned about using AI to explain ideas visually: how I use it for freelance work, how it speeds up my workflow, and plenty of tips and tricks.

We’ll also have time for Q&A and an open floor where others can pitch ideas and share what they’ve discovered.

If that sounds interesting and you’d like my help learning this craft, you can join my course and community here (and get access to the live session invite).