It is a basic tenet of digital marketing that using the right photos on your website will trigger positive mental images that support your brand image and set the scene for the visit to your site.
The difficult part is choosing "the right photos" that fulfill their role as marketing content—because all of the content on your website should support and promote your brand image. You need to know what effect you are trying to create with your graphic design. Are you looking for contradictory effects from your website background images, for example?
Companies often want their website images to convey a sense of the brand as both professional, yet personal; impressive, yet approachable; high quality, yet good value for money. That's a difficult task for any one photo to achieve!
An experienced AD knows how to find the right photos quickly and efficiently – and how to avoid the usual pitfalls and “stock photo stiltedness” that can harm the visual appeal of your website.
Ideally, the visual impact of your website images should make visitors feel included, intrigued and encouraged to enter and take a closer look. Conversely, poorly chosen photos will send the wrong kind of signal to visitors, who will leave before finding what they were looking for in the first place. Never underestimate the power of images as marketing content.
Creating the right kind of brand image mustn't be left to chance. So, where do you look for the right kind of photos, whether as website background images, brand visualization or the visual elements of your product portfolio?
To make things easier for you, we have listed the most common ways of procuring images for a website (and other kinds of marketing material as well). For each alternative, we have listed the upsides and downsides that you should consider when selecting your preferred method.