The Do’s and Don’ts of Stock Photography
Despite having a bad rep in the world of marketing, stock photographs are a valuable asset that we cannot ignore. Whether it’s for a digital marketing campaign or display advertising, stock images are often utilized when custom photographs are not available or within reach.
But in some web design circles, stock photographs are considered infamous for being cliche, overused, and impersonal. Many marketers also say that the readily available collection of images don’t do justice in representing their brand. It can come off as too salesy as well and drive potential customers away.
However, when we look at it factually, stock photos are neither good nor bad. Their impact really depends on how they are used and sourced. If you’re lazy in your stock photo selection, the results of your marketing efforts will suffer.
Conversely, suppose you do manage to choose stock images tastefully and effectively. In that case, you may acquire one of the most affordable and versatile elements for your marketing strategy.
Below, let’s take a look at some do’s and don’ts of stock photography that will help you maximize their potential.
Do: Choose Relevant Images
Credible stock photo websites boast thousands and millions of images in every niche imaginable. And instead of filtering through the vast collection, most web designers and marketers simply use the first one they find attractive.
Yes, this may be a time-saving tactic but does the chosen image relate to the message you’re trying to convey? Does it compliment the tone of your marketing strategy?
A beautiful photo may be a great way to capture the audience’s attention. Still, it should also resonate with the overall theme of your content. Otherwise, you’ll miss a great chance of connecting with visitors. And probably end up confusing and disappointing them.
Narrow down your search when selecting from the best stock photo sites. Wherever you search for images, avoid using broad terms to find the most relevant one. Instead, use specific phrases and keywords that go with the image you have in mind.
It may take a while, but the results will definitely be worth it!
Don’t: Forget To Review Licenses
Each stock photography website comes with a license and copyright details that direct you to use the photos legally. Failure to comply according to the rules can result in a hefty fine, lawsuit, and even removing a site from the World Wide Web.
Stock photo licenses generally fall into three main categories: Royalty-Free, Rights Managed, and Extended.
- Royalty-Free: With this type of license, the stock photo agency entails a one-time fee for using the image multiple times and in a wide range of uses. They are pretty affordable as well and appeal to many budget-conscious, small business owners. The only downside is that they are non-exclusive, and given the low price, they are often purchased by many companies.
- Rights Managed: The Rights Managed license is customized according to your unique use. This means that you can tailor the usage rights as per your time frame, geographical location, and distribution volume. However, they are expensive when compared to other stock photography licenses. But yes, they do give exclusive usage rights that the others cannot grant.
Article written by Amos Struck for Vandelay Design.