Stock imagery is a fast way to get graphic elements for print or the web. The quality of the images is usually high. Stock images offer a quick way to get something useful without taking a photo yourself or creating an image from scratch.
Ideally, you should use custom photography and artwork whenever possible. Sometimes, though, you may need a little help getting just the right visual element.
Not every stock image needs to be a photo. Graphics and illustrations can often make your web page ‘pop’ or reinforce the point you are trying to make. You can even find cartoon images and button graphics for download.
Stock images will not work for all of your graphic needs. Overusing stock images can invite trouble. For example, if you give the impression that a stock photo person is actually related to your campaign or a constituent, it may invite charges of dishonesty.
A ‘perfect’ picture is often too good. People can often tell if you are using models if the positioning is excellent, the lighting is perfect, and the whole image is blemish-free. ‘Real’ photos are not staged and simply look more authentic.
Paid stock sites:
Free stock photo sites (a few require attribution):
Here are a few tips on using stock images:
- Check the terms of use carefully, even for ‘free’ images.
- It is important to be sure that your designer is using stock imagery properly, and that you are not using copyrighted or exclusive material.
- Download the proper size image for your needs. If you choose an image that is too small and try to enlarge it, you will get a sloppy, pixelated image.
- Print requires a much higher resolution image than web. Again, make sure you download the proper size image.
- You may want to limit the number of ‘people’ shots on your website. Too many model shots will give your campaign site a fake feel. You may want to limit people shots for social media posts, where generic images are often used to highlight a post.
- Do NOT use people photographs in a way that make it seem like they are your campaign supporters, staff or local voters.
- If credit is required, be sure to make proper attributions.
- Don’t overdo it with stock imagery. Your own photographs work best.
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