Posted on

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.

Try our interactive guide to image usage

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.

Image Licenses

One Image Icon

Flat Fee

A single photo/image that is licensed and intended for one user, e.g. commissioning a photographer to take a specific photo.

One Image Icon

Rights Managed

Refers to the purchase of photo/image which can only be used one time and as specified by the licence, e.g. Getty Images.

Two Images Icon

Royalty Free

Royalty Free is similar to Rights Managed, except you can continue to use the photo/image without having to pay additional royalties or licence fees, e.g Shutterstock and iStockphoto.

Multi Images Icon

Editorial Use Only

This type of licence means the image is restricted to non-commercial purposes, primarily for news, editorial, or educational contexts. It cannot be used for advertising, product promotion, or any other activity where it generates revenue. Essentially, it’s not cleared for commercial use.

Multi Images Icon

Creative Commons

This is a public copyright licence that allow the free use of a photo/image, usually with the requirement to credit the owner of the image where it’s used e.g. Wikipedia.

Can I use that image?

Use our interactive image usage guide to help you make the right licence choice.

Start here >

Did you design the graphic image or take the photo yourself?
Did you purchase the image/photo from an image library or receive permission from its original owner?
Is the image/photo in the public domain, or is it protected by a Creative Commons agreement?

Don’t use the image yet …

You need to find out who owns the copyright of the image/photo before you proceed. There are a few ways to check that:

  1. Check the file name. Image libraries always include their name and the image number in the filename. Then you can search for the image number on their library to find out the copyright information.
  2. Read the copyright information about the image - on Apple Mac, open the image in Preview and from the Menu, choose Tools -> Show Inspector. Click on the IPTC tab for the copyright information. On Windows PC, right-click on the image and select Properties. Click on the Details tab for the Copyright information.
  3. If you still can't find the owner of the image/photo, you can always search for the image in Google. Open Google.com. Click on the camera icon at on the right of the search field and upload the image. In the search results, look for the image/photo owner to find the copyright information.

Once you have the copyright information, you can proceed to the next step …

Do you have the Copyright information?
What type of licence does the image/photo have?

Good News

You should be free to use this image/photo in your brand, web or print design project.

But before you do, check the Creative Commons conditions

Before you use this image/photo, you need to check the conditions regarding the use of the image/photo. In most cases, the owner of the image/photo will only require their credit to be added*. 

* Always read the fine print of the Creative Commons licence before using the image/photo.

Don’t use the image/photo yet …

You need to check the Rights Managed licence for this image/photo before you proceed.

A “Rights Managed” licence means your ability to use an image is carefully controlled and negotiated. This type of licence requires the you to specify exactly how, where, and how often you intend to use the image/photo, and the cost of the licence is determined by these usage terms. Unlike royalty-free licences, Rights Managed licences allow for exclusivity and more specific, negotiated usage rights. 

Don’t use the image yet …

You still need to find out if you can use the image/photo before you proceed. 

“Editorial Use Only” on an image licence means the image is restricted to non-commercial purposes, primarily for news, editorial, or educational contexts. It cannot be used for advertising, product promotion, or any other activity where it generates revenue. Essentially, it’s not cleared for commercial use. 

Will you profit personally or commercially from using the image/photo on a product that will be available to purchase?

You need to contact the owner of the image/photo

Before you use this image/photo, either online or in print, you need to contact the owner of the image/photo to get permission to use it. Most image/photo licences require additional permissions to be used on a product that will be for sale - e.g. on a T-Shirt or a Mug.

Have you obtained the correct licence/permission from the copyright owner to use this image/photo?

DO NOT USE THIS IMAGE

You need to contact the owner of the image/photo

Before you use this image/photo, either online or in print, you need to contact the owner of the image/photo to get permission to use it.

Failure to do so, could result in heavy fines for breach of copyright.

Great News

You are free to use this image/photo in your brand, web or print design project.

When in Doubt

Always obtain permission from the original creator or copyright owner, or simply create an original photo/image yourself.

Image Resolution

Trying to use an image that you found on the internet in your print project simply won’t work. 

You will end up with an image that appears pixelated, stretched or distorted. See our guide below to find out the image resolution you need and how to find it. 

Printer Icon

300 dpi

dpi = Dots Per Inch

Images intended for print need to have a minimum resolution of 300 dpi at the size the image will be printed. Most printers will not accept any file that contains image with a resolution lower than 300 dpi. Images with a lower resolution will appear blurred and pixelated. Images with a higher dpi will appear the same, but take longer to process. 

A good print designer will optimise the image to to correct size and resolution with preparing the project for print.

Laptop Icon

72 ppi

PPI = Pixels Per Inch

Images intended for use on the web need to have a resolution of 72 ppi at the size the image is being used. Images with lower ppi will appear pixelated. Images with a higher ppi will appear the same on screen, but will take longer to download. 

A good web designer will optimise the image to to correct size and resolution for all devices when uploading the image to a website.

How to check the resolution of an image

Apple Mac

  1. Open the image in Preview.
  2. In the top menu, click Tools -> Show Inspector
  3. In the bottom half of the window, it will give you the resolution of the image

Windows PC

  1. Right Click on the image file.
  2. Select Properties.
  3. Go to the Details tab and the resolution of the image will be under the Image -> Dimensions heading.

Final Note

While DPI is used for printed images and PPI used for digital/web images, the resolution of an image will always be in PPI until you have it physically printed, then it becomes DPI and vice versa. However, pixels and dots are pretty much interchangeable. A 300 PPI image will still be a 300 DPI image. They both refer to the number of units within a square inch.

Let’s Talk

If you need help with your imagery and brand strategy, please contact us, we’d be happy to help you. 

GET IN TOUCH

Graphic Design, Web Design, Brand Identity Design, Image.

Add new comment

About text formats