When we’re perusing social media or browsing online, strong visuals including high-quality photography are extremely powerful — they’re one of the only ways to stop the scroll!

Many small businesses rely on the use of stock images to some extent in their marketing materials, and choosing photos that allow people to connect with your business is vital to your marketing efforts. 

Whether you’re updating your website, creating social media content, or developing promotional materials, the images you select play a crucial role in engaging your audience and conveying your brand message.

Here are some tips to help you choose the best stock photos for your business:

1. Understand Your Brand Identity

Before diving into stock photo libraries, take some time to define your brand identity. What emotions do you want to evoke? What colors and styles represent your brand? Clearly defining your brand’s personality will help you select images that best align with your overall aesthetic and message.

2. Prioritize Authenticity

Consumers today value authenticity. Look for photos that feature real people in genuine scenarios rather than overly staged or clichéd images. Authentic photos can help build trust and make your brand feel more relatable and approachable.

3. High Quality Is Non-Negotiable

Quality matters. Blurry, pixelated, or poorly composed images can make your business look unprofessional. Choose high-resolution images that are well-lit and sharp. This will ensure your visuals look great on both digital and print platforms.

4. Match Your Images to Your Content

Make sure the photos you choose complement the message you want to convey. If you’re writing a blog post about productivity, for instance, a photo of a cluttered desk won’t send the right message. The image should also enhance your content, not distract from it.

5. Consider Diversity and Inclusivity

It’s important to represent a diverse range of people and scenarios in your marketing materials. Look for images that reflect everyone in your target audience, including different ages, ethnicities, genders, and abilities to ensure your content is inclusive and resonates with a broader audience.

6. Pay Attention to Composition

Good composition can make a photo stand out. Look for images that follow basic photography principles like the rule of thirds, leading lines, and balance. These elements can help draw the viewer’s eye to the most important parts of the photo.

7. Use a Consistent Style

Consistency is key to building a strong brand identity. Try to choose photos that have a similar style, color palette, and tone. This helps create a cohesive look across all your marketing materials, making your brand easily recognizable.

8. Consider Editing for Your Brand

Don’t be afraid to edit stock photos to better fit your brand. Cropping, adjusting colors, and/or adding filters can help tailor an image to match your brand’s unique look and feel.

9. Check for Licensing

Ensure you understand the licensing terms of the stock photos you choose. Some images may require attribution, while others might be restricted to certain uses. Using images without the proper license can lead to legal issues down the line.

10. Test in Context

Finally, always test your chosen photos in the context where they’ll be used. Sometimes an image might look perfect on its own but doesn’t work well with your website layout or social media format. Experiment with selections and placement, and make changes as needed.

By following these tips, you can select stock photos that not only look great but also effectively support your brand’s marketing efforts. The right image can help tell your story, engage your audience, and ultimately drive your business’s growth and success.

Do you use stock photos in your marketing? What are your favorite sources?

Recommended Reading:
Top 5 Stock Photo Resources for Small Business Websites & Marketing