It's undeniable that great images are essential for your website and social media posts.

What better way to draw your audience in than with evocative images (except for maybe using video). Given that most of us aren't equipped with amazing photography skills, where do you get great images from?

Unfortunately, you can't just use any picture you find on the Internet.  Many are copyrighted with 'all rights reserved'. This means that only the creator has the rights to copy the work, adapt/change it, distribute or publish it, perform the work in public, and display it.  Using their image without permission is breaking copy-write and illegal.

Using Creative Commons - CC

You may have heard about free stock images or creative commons licences (CC licenses).  These are a group of public copyright licences which allow the free distribution of copyrighted work under specific conditions. These conditions include things such as whether you can change the work, how you are able to share it and whether the creator requires credit. 

For more information check out What are Creative Commons Licences?

You can use Google Search to find images based on their CC licence.  Alternatively, there are websites that specialise in providing free stock images such as Pixabay, Pexels,  Picjumbo and Unsplash.  But it's worth doing your own research as there are plenty of other great websites out there offering similar services.

Just make sure that whatever image you select you understand the usage rights. Do you have to credit the photographer? Are you allow to manipulate the image?

Disadvantages of using CC or free stock images

It's important to understand the usage rights of an image that you plan to use.  Many CC images are not allowed to be altered, so you can't legally crop them, apply a filter or retouch them in any way.  If you want to change an image, or use it to generate business then often it is better to purchase a royalty free stock photo.

There are a number of websites that let you purchase images online, often for only a few dollars.  Check out sites such as Shutterstock, Dreamstime, and GettyImages. 

Don't underestimate the value of 'real' photos

Choosing the right image is very important when it comes to capturing a visitor's attention, conveying a message and/or persuading them to buy your product, explore your website, subscribe to your mailing list.  It may be that the image of a beautiful palm tree lined beach is perfect to represent your travel agency.

However, don't discount the value of 'real' images.  What does your product really look like? Would a close-up showing detail be valuable to your potential customer?

There are lots of stock images of smiling people with perfectly whitened teeth.  Be careful when using these - what message will they give about your business?  Would photos of your own staff at work look more natural and trustworthy?

It might be worthwhile hiring a photographer or even taking your own photos if you have an artistic eye.  Maybe you could run a competition and get customers to snap pictures of your product in action.  User generated content can be an incredibly powerful and authentic marketing tool. The best images could be used on your website and social media pages - with the photographer's permission of course.

You may want to add emoji's on your website or publications, its a great way to highlight key 😀❤ key messages, as well as great imagery!

Want to know more?

If you have any questions or need advice, you can get in touch with the Digital Journey team at 📧 hello@digitaljourney.org.