Stock Photography: How to use it, where to find it and when to avoid it
In 2014, according to Mary Meeker's annual Internet Trends report, people uploaded an average of 1.8 billion digital images every single day. By 2022 that daily figure has climbed up to roughly 4.7 billion daily images. Phew.
We see and expect to see images everywhere, so when it comes to business having a varied library of great photos is essential. Stock photography has become an increasingly popular means of satisfying that need. But what exactly is stock photography, where should you look for it and what happens when it goes horribly wrong? Let’s dig in.
What is Stock Photography?
Stock photos are generic photographs that already exist, are edited, and ready to be used.
You can find free stock photography (see a list of sites below), pay a subscription fee to access a library of images, or pay per picture. Prices can range from a few pounds to several hundred.
Pay close attention to licensing and don’t assume that all images can be used for commercial projects. Lifting pictures directly from Google Images could get you in a lot of trouble, so double check before you start making use of the material you find online.
Where can I find free stock images?
As a starter for 10, you can check out:
When should I use Stock Photography?
Stock photography is definitely handy. There are all sorts of images out there, on tap, and you can access them and start using them right away.
That immediacy can be particularly helpful when you are looking for an image to accompany a quick post. Or need to populate a website on a shoestring budget.
The downsides of stock photos…
There’s one thing you can’t afford to be in business and that’s generic. Therein lies the risk of using stock photography, you take it straight off the shelf and your competitors do too.
If you find a great free picture that you love, chances are your competition has earmarked it as well. Check out the download number and think about how many times your customers might have seen that image before. Yawn.
There is an abundance of stock images available, some amazing, many good and a significant number that are downright awful. Finding the right images takes skill and a significant amount of time.
Stock photos to avoid
Stock photography is a great resource but tread carefully to avoid these all too common pitfalls. A cliched picture that will do your brand message more harm than good:
Happy lady laughing with salad
Hands on a laptop
Virtual network
Abstract 3d elements
The overly attractive and sterile customer service team
The cupped hands with a plant
Person drawing on transparent white board
Words on a keyboard
The word cloud
How to choose the right stock photography
Think about your brand style and colour palette, you want to pick images that complement it and each other. Consistent pictures will make sure that nothing jars on your customer’s digital journey with you.
The sheer volume and range of pictures available means that you can find a picture to accompany almost any message you are communicating. But remember that the most powerful communication is storytelling, so make sure you choose a series of pictures that hang together.
More than just the subject matter, consider the way the image is lit, the styling, tonality and format before making your choice.
Brand guidelines can get your team on the same page, if there will be multiple people finding and using images.
These 2 pictures don’t work in harmony. They are differently lit, styled and edited and would not sit well together on a website.
When shouldn’t I use stock photos?
Avoid using stock photos of people on Contact or About pages. If you are a solo entrepreneur then own it. Pretending you’ve got Jane Doe working on reception is a smoke and mirrors technique that customers will see straight through and sets completely the wrong basis for an ongoing relationship.
Finally, consider investing in custom photography
You may baulk at the idea of commissioning bespoke photography but it can be a worthwhile investment. And not as costly as you might think. A photographer will typically work on a day rate and in a few hours, with some forward planning, can create a bank of pictures that fit your message perfectly. Rather than a shoehorned alternative. If you’ve been buying stock photography, then cost per image can quickly add up, meaning a professional shoot could actually be more economical in the long run.
You’ve spent money on a logo design, a website and everything else besides, don’t harm your brand identity by treating your imagery as an afterthought.
Invest in a professional photographer to create a personal brand library and you will have a bank of pictures as unique as your business.
Every detail of this picture, taken as part of a Personal Branding shoot, was planned to produce a result that matched the brand ethos and palette entirely. No making do or retrofitting required.
This article was written by Leigh, an Exeter based corporate photographer, specialising in personal branding shoots and business headshots. No stuffy studios, just professional, natural portraits for modern entrepreneurs.