Between copyright and resolution, knowing what images you can use and where you can use them has always been a key consideration in marketing. However, as more options open up with technological advances, it can be tricky to know where you stand.

The old idiom “a picture is worth a thousand words” has never been more true. People are more visually aware than ever, and also are better educated than they have ever been before. This can offer a number of fresh challenges when it comes to selecting effective visual imagery for your next campaign.

From image rights to image file types and a whole host of other questions, it can seem like a daunting process, so we’ve aimed to demystify this process somewhat, while giving you some points to consider before embarking on your next campaign.

Original imagery

In this increasingly visual-dependent world, imagery should be part of the brand strategy from the offset, and a visually-focused agency will be able to guide you. This kind of foresight offers a number of benefits; an agency can source, recommend and brief a photographer or illustrator who can meet your demands, and can anticipate your future needs. An agency can also help guide on negotiation of imagery ownership, which is a very complex area.

Ideally, brands should request ownership in perpetuity, which can be costly, but the alternative is ensuring someone internally is managing your archive, tracking dates and years, while categorising images by rights of use and expiration. It can be a mind field. Usage rights are complicated and by using someone’s image without their explicit permission you can land yourself in a lot of trouble. Although retrofitting imagery to a campaign can seem like a cost-effective option, when it comes to time and risk, it can end up being considerably more.

The best way to source imagery to avoid any unforeseen issues is to commission bespoke imagery by hiring a photographer or illustrator. By doing this you can work out a contract that clearly dictates the usage rights you have over an image. It also means you have a direct input into how the imagery will look, integrate with your brand and represent your business and campaign.   

If you need to use existing imagery

If time is pressing, you may not have scope for original photography. However, that doesn’t mean you can find imagery online and use it. In an absolute pinch, while using Google Image Search, filter by Advanced Search >> Usage Rights and you may find something suitable, but  a licenced stock photography resource can play a safer supporting role in your brand’s messaging.

But stock imagery is not perfect. While it can offer a versatile solution to your image needs, there is also a lot of poor quality or corny imagery on stock sites. A good agency will invest quite a bit of time when selecting stock imagery for you, and will be aware of recent campaigns in your market and so, will avoid using anything too generic.

If you’re going it alone, before signing up to a stock imagery service, you should read the terms and conditions carefully to see how far the usage rights on the images you want to purchase extend, and ensure the plan you are paying for will service your organisation’s needs

Finally, if you cannot commission photography or purchase stock imagery, there are options for free imagery such as free stock imagery sites (Unsplash and Pexels), archival imagery (The British Library, US National Archives) and Wikipedia Commons. While these images are free to use, they often have restrictive usage rights that you will need to carefully review before choosing.

Infographic about image copyright and resolution

If you need help with your imagery and brand strategy, we’d love to hear from you. Please contact us at hello@designit.ie or call +353-1-230 3757.

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