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Selecting the Right Stock Photography

Sometimes a budget is large enough to include room for in-house or commissioned photography, but other times it’s not. You know what we at HGD say to that… no problem.

We are lucky enough to live in the digital age, where thousands of talented artists from around the world shoot and upload photography that depicts anything and everything imaginable, from the general (father walking daughter down aisle) to the specific (young girl riding bike in the sunshine while smiling). There are many different websites that host and sell these images with varying quality and pricing. Upon looking through these websites, it can be easy to get overwhelmed by the magnitude of options.

Here are some tips for picking the right stock photography for you and your campaign.

  1. Know Your Brand
    • This may seem like an obvious sentiment, but it’s extremely important to remember. When selecting images for print or online materials, it’s imperative that you convey a look and feel that correlates with the brand that you’ve already established. Are you homey or corporate? Soft pastels or bold prints? Photography furthers your brand, and shouldn’t contradict what your audience has come to expect from you.
  2. Know Your Message
    • We all know the cliché… a picture is worth a thousand words; well what do you want yours to say? As soon as you make the decision to put an image out to your audience, they will be reading into what you’re trying to say with it. Think about how the image you’re selecting can be interpreted.
  3. Know Your Destination
    • Where will your image be used? Will it be the cover of your catalog or the visual component of a blog post? Knowing where your image will be used helps determine several different components of selection. First, vividness or colorfulness. If an image is being used to purely attract attention or create a mood, then it has more freedom to be more “full of life,” but if it is part of your website’s banner or will have text behind it, that needs to be considered. Second, this determines the alignment of your images. When using text or other visual components on top of your selected image, it’s generally preferred to have ones that won’t disrupt the text so that the audience won’t get distracted by the image.

Need help selecting the right photography for the job? HGD is here to assist you no matter what step of the process you may be in.

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