Do You Get the Picture?
(Written by guest contributor Andrew Krzysiak)
Photographs and illustrations are elements of nearly every design. They have the power to add emotion, interest, and impact to the content of any layout. Getting the right image that will communicate your message to the desired demographic can be a challenge. This article will help you get the picture.
Using Stock Photography
With today’s fast-paced market, it is rare for designers to have the time or resources to research a topic and construct supporting images from scratch. The convenience and relatively low cost of stock photos give designers more options than ever. While using stock photos inherently means a loss of control and creativity in the outcome of a design, having a firm understanding of the stock photo market will enable you to get the most from any site.
Types of Stock Photography
1. Royalty-Free Stock Photography
Royalty-free photography is an agreement where the buyer pays no royalties on usage of the stock photos. This means that a stock photo can be paid for once, but used multiple times. Having said that, there can be limits to their use depending on where you have purchased a royalty-free photograph. A few sites limit your usage of a photo to less than 100,000 impressions, for example, and will allow you to pay a higher price for more impressions. Make sure you read all the terms of usage before you purchase a photo.
It is important to know that royalty-free photos are not owned by the buyer. What the buyer is legally purchasing is the license to distribute the photos freely. Stock photos are always owned in full, and fully copyrighted, by the photographer.
2. Rights-Managed Stock Photography
Rights-managed stock photography is more controlled than royalty-free photos. These photos are more exclusive, since only a limited number of buyers can use a particular photograph at a given time. They often require the buyer to pay ongoing royalties, and they place many more restrictions on the use of the photography. For this exclusiveness, rights-managed photos are significantly more expensive than royalty-free photos. Because of their higher price, these photos also tend to be higher quality and are usually the most creative and unique. These qualities can be very valuable to your business if you intend to use a photo in any sort of branding capacity.
The Best Stock Photo Sites
Big Stock is simply a good value with a wide range of photos. This site works on a credit basis, and you can purchase photos for as little as $1. If you are looking for photos to accompany your blog post, this site is a great option.
iStock is one of the most popular sites, and offers a decent selection of quality images for a great price. This site works on a credit system, and you can purchase 600 x 800 images for as little as $3. However, if you need a rights-managed or commissioned photo, you may want to look at other sites such as Getty or Jupiter Images.
This is a full-service site offering buyers options such as assignment photographers, editorial archives, account management tools, exclusive-rights licensing, as well as a royalty-free subscription. The images at Getty will amaze you, and so will their high prices.
All stock photography is a compromise. While the benefits of cost and convenience are undeniable, too often the outcome looks corporate. For example, how many times have you seen the cliché photograph of a female model with a headset on used to represent a company’s customer service? For stock photos to be successful, they need to be believable. Avoid the models and instead use images of real people.
Do It Yourself
If you have the time and ability to take quality photos, by all means do so. Today’s standard digital cameras are more than capable of taking photos suitable for the Web. A simple three-point lighting studio can be easily assembled in a garage or basement. Using your own photography will give you more control over the final product and will ensure your design is unique.
In the End
It is a good thing to keep in mind that images should not be the focus of your design (unless you are selling images). Photos and illustrations should support – not overwhelm – your content. The best analogy is the music at a wedding reception. The music isn’t the focus of the party, but if it weren’t there, it would sure be awkward!
Quick Tip:
Always save an original copy of any stock photography in a separate folder. It helps to give the file a descriptive name and a site-specific tag such as: thunderstorm_istock372971638.jpg. This way you can quickly browse your photos and locate that specific photo on its original site.
