Using stock photos for your brand

The pros and cons, some examples of creative uses of stock photos, and resources on where to find the perfect images for your brand.

The first stock photo companies were running in the 1920s and 1930s. Yes, before the internet. Publishers, newspapers, and advertisers originally used stock photos as a way to save on the costs of hiring professional photographers. Multiple people/companies could use these were generic images, as long as they paid for it. In the internet age, the use of stock has become much more popular.

They have become something more common and comfortable to get, and much easier to access than a professional photographer.

Be ready! This one is going to be long and I’m going to cover…

• the main pros and cons of using stock photos,

• when to use them and when to avoid them,

• licensing rules and the different types of licenses,

• some creative uses and inspirations for stock photos, and

• a list of my favourite stock photos resources

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PROS AND CONS OF USING STOCK PHOTOS

PROS

1. Cheap/free. Hiring a professional photographer is not cheap. Especially when you need only one or two specific images. Stock photos are perfect for something that is cheap or, sometimes, completely free. Just keep in mind that what you want to use the photo for depends on your license and those costs are different.

2. High quality/professional. Most photos are done by professionals. This means that you are getting the benefits of a professional photographer without having to pay for individual photo shoots. Depending on where you get your stock photos from and what their license is, you should also be able to get large, print-quality images.

3. Editing rights. Sometimes, the stock photos you get may not be exactly as you need them. Always double-check your license agreement, but usually, you have some editing rights when you get a stock photo. This means you can crop and cut down to the exact size you need or even add some special effects, filters, or specific colours.

4. Save time. It is so much faster to go online, find your stock photos, and either buy or just download them. The other option is to hire out a photographer and wait for the images to be edited. Save time by getting exactly what you are looking almost immediately (based on your download speed).

CONS

1. Not original/exclusive. Unless you purchase an enhanced license with exclusivity laws and rights, the chances that someone out there is using that exact same stock photo for something else are very likely. A lot of stock photos are designed to be generic and can be used to represent multiple meanings.

2. May not follow your exact vision. It is really hard if you have something very specific in mind of a stock photo you want to use. Sometimes, you can’t find that specificity, that exact angle, or that perfect shade of orange. Stock photos are not likely to be exactly what you need.

3. Complicated licenses. There are 5 main types of licenses when using stock photos: public domain, creative commons, royalty-free, rights-managed and extended. Each is different so you need to make sure you understand the specific license before using any stock photo.

4. Bad quality/wrong sizes. Although most stock photos are done by professionals, there are also some done by amateurs. This means that the stock photo may be blurry or, more commonly, the wrong size. Just make sure that you are not using a thumbnail image for poster design and always check quality!

WHEN TO USE STOCK PHOTOS

There are three main reasons to use stock photos:

1. If you are in a bind. If you are really strapped for cash or time, stock photos are your best friend! They are cheap (sometimes free) and you can download them immediately for use.

2. With content pieces. When it comes to stock photos always remember that the copy should be more important than the imagery. Make sure that your message can get across to your audience even without the imagery.

3. Minor work. When I say minor, I don’t mean not important! But in this case, I am referring to items that are not representative of your brand, start-up businesses, or even something as simple as blog articles.

WHEN TO AVOID STOCK PHOTOS

1. Building a brand. Stock photos are rarely exclusive. The last thing you want to do is build your entire company brand and look on a photo that is being used by another person, or even a competitor. You can use stock photos to support your brand or, if you’re starting out, use a purchased image, but don’t base your entire brand around it.

2. Online ads/social media. Don’t use a stock photo of people laughing to say how happy your product makes people. Social media and online ads are based on algorithms, so your audience sees your ads because they are interested in your product. Show them that so are you and be original.

3. Overused photos. If you’ve seen that photo somewhere else, avoid it like the plague! The internet is a big place and there are almost 2 billions active websites (source). If you can find that exact same photo somewhere else, so can your audience. The last thing you want to do is have your company/product be associated with someone else.

Remember: original is always better. But if the alternative is no image at all, get a stock photo! And if you can get it for free? Even better!

But be careful!