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Putting Stock in Your Site!

Posted January 1, 2007 By Caroling Lee |

A picture is worth a thousand words – literally. This is probably even more true on the Web, where you have seconds to catch the attention of your users. Give them high-quality, engaging imagery and they’re more likely to browse deeper into your site.

Below are a few things to get you started on integrating stock imagery on your Web site:

Budget and plan for photography and/or graphics. Don’t wait until the site has been designed and built to incorporate graphics and photos. They should be part of the fabric of the design concept from inception. Set aside a reasonable budget to purchase imagery. It can be the difference between a boring text-driven Web site and one that is dynamic, colorful and engaging. Typically royalty-free stock photos for the Web run from $70 – $150. Rights-managed photos go up from there. If you have an existing site, think about where you can infuse the current content with relevant imagery.

Search. Conduct a thorough search using various keywords using several resources. This helps to avoid the obvious visual representations of a particular concept (i.e. light bulb images for ‘idea’). Some stock photography providers offer free research services which would be worth taking advantage of. Expect to spend some time looking for imagery if you want good quality and the right message. Remember that in addition to photos, most providers offer illustrations as well.

High Resolution or Low Resolution? Consider where the image will be used to determine needed file resolution. If you see yourself using the image in print collateral as well as on the Web, it makes sense to download the higher resolution image (which you can downsize for the Web and still be able to use for print). Typically images used for Web are fine at 72dpi; whereas images used for print usually need to be 300dpi.

Royalty-free vs. Rights-managed. In general, royalty-free images are cheaper. Stock photo agencies have made arrangements with the photographer to offer these images at a reduced price. Keep in mind that you get what you pay for. Cheaper images are probably being used more widely and they are lower quality. If you are looking for an image that ties to your brand, then go with rights-managed.

Check several stock photo providers. The largest agencies are Getty Images and Corbis — they offer the widest selection of imagery. They are also the most expensive option. They represent some of the world’s most famous photographers and will also help with custom photography requests. Of course, there are countless providers that offer a more cost-effective alternative:

The same images (low-resolution and royalty-free) can be as low as $1 each. Google ‘stock photos’ and you’ll have a great place to start your search.

Stock photos and unique imagery on your Web site represent more than just pretty pictures. They convey identity, originality, emotion, personality and connect users in ways that words alone cannot. Search for quality images and use them wisely – your site will be better for it.

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