Images are an integral part of any marketing piece. I like to use the word "image" vs "photo" because many time the images we use are not photos! They may be charts, graphs, info-graphics or other types of illustrations.
Never before has there been such a vast quantity of accessible images available. And they have never been less expensive!
Although you can view many images with a quick Google search, you will NOT want to use these images in your marketing piece, unless you can obtain the rights to use them. When you just "download" images without regard for ownership, you are literally stealing them. Fortunately, there are many websites where you can get high quality legal images for next to nothing. The general term for these image banks is "Stock Photography." It's important to know your stock photography rights!
For those not familiar with purchasing stock images, let's go over the two basic types:
Royalty-FreeThe majority of stock photo images available today are in this category. You buy the image and you can use it over and over again without ever paying any royalties, hence the name.
Royalty-Free photos are usually inexpensive, especially if you are using the "small' size image. There is a huge amount available for $5 or even less. The pricing can be a bit tricky as many site use a credit system. You first have to buy a block of credit and then apply those credits to the images you are purchasing. Pricing does vary, so you will want to check pricing as you go along. Although the images are inexpensive it is still not a nice surprise when one costs $50 when you are expecting to pay $5.
Note: Generally there are some restrictions to usage above and beyond what most people would do with the images. Such as offer them for resale, use than for the primary image of a print-on-demand item or use them more than 250,000 times!
Upside: Inexpensive, although prices do range it is always a good idea to check the pricing of an image.
Downside: Others people may be using the same images, as there are no restrictions.
Downside: Others people may be using the same images, as there are no restrictions.
Rights Managed
Some images are right-managed, which means you pay for a specific usage and only that usage. Before the site will give you pricing they will ask you several questions about how the image is being used such as size, placement, media and distribution.
Some images are right-managed, which means you pay for a specific usage and only that usage. Before the site will give you pricing they will ask you several questions about how the image is being used such as size, placement, media and distribution.
For example: A half page image used inside a text book will be a lower cost than a full page image used on a cover with a national distribution. Generally speaking these images are more expensive, in the hundreds of dollar range.
Upside: Generally higher-quality images, less dilution
Downside: More expensive and limited one-time usage
Downside: More expensive and limited one-time usage
Stock photography is good for any general images. For example: Lifestyle images like a happy family, a group of businessman, the skyline of New York City or an ice cream cone.
Stock images are generally brand-free, meaning you will not be able to find image of specific items. For example: You won't find pictures of Wheaties, Starbucks coffee, or Target Stores. It is hard to find any type of images featuring cars as their brands are so recognizable.
To find stock photo sites simply search for "Stock Photography."
Note: There are many other kinds of stock sites, such as stock video and stock music!
Happy hunting!
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