Stock photos play an important role in shaping a brand’s visual identity, but choosing the right ones isn’t always as simple as downloading the first image that fits a keyword search. The difference between a strong, professional visual and an awkward, generic one can determine whether an audience engages with your content or scrolls past it. From avoiding overly-staged corporate shots to making sure images feel natural and up-to-date, selecting stock photos requires an editorial eye.
Our guide walks you through the essential tips for choosing stock images that enhance your designs, resonate with viewers, and feel fresh rather than cliché.
- Pay for a subscription
- Although free stock sites may seem appealing, you get what you pay for.
- Choose photos that you would be happy with as headshots or family photos:
- When searching for people in stock photos, seek out “candids.”
- Avoid awkward poses or unrealistic concepts.
- Avoid overly-staged, unnatural poses.
- Prioritize candid shots over forced facial expressions.
- Seek images with genuine emotions and interactions.
- Use photos that follow the technical rules of photography
- Avoid oversaturated or unnatural color grading.
- Choose sharp images where the subject is in clear focus.
- Opt for natural, well-balanced lighting over harsh artificial lighting.
- Avoid images with blown-out highlights or deep shadows that obscure details.
- Be on the lookout for overused images or cliché visual concepts
- Overused visuals can make a brand appear generic and unoriginal.
- Use relevant, up-to-date imagery
- Make sure the clothing people are wearing would still be worn today.
- Avoid imagery that used to be trendy—writing on a white board, writing floating in the air, sticky notes, etc.
- Heavily filtered images can feel like an Instagram feed in the early 2010s.
- REALLY look at AI generated images before using them.
- Ensure that all of the details look accurate.
- If you can tell that it’s fake, all your viewers can, too.
To Cliché or Not to Cliché
Using overused or cliché stock images can make your content feel uninspired and generic. Unique, well-chosen images help establish credibility, reinforce brand identity, and create a more engaging experience for viewers. By avoiding visual clichés, you ensure that your content stands out rather than blending with other websites that rely on predictable stock photography.
Here are some stock photography clichés and their updated counterparts. Sometimes, clichés are good because they are readily understood by most people, making them a quick way to communicate a familiar idea or feeling. However, when audiences repeatedly see the same visuals across different websites, they may associate it with low-effort or unoriginal branding.
1. Overly Staged Corporate Shots
Example: A group of businesspeople in stiff suits, giving exaggerated high-fives in a white office space.
Modern Alternative: Casual, candid team collaborations in natural light and diverse, inclusive representation.
2. Cliché “Technology” Images
Example: Abstract glowing blue grids, hacker-style green text on black screens, or hands typing on a keyboard with floating numbers.
Modern Alternative: Minimalist UI interactions, real-world digital interactions (e.g., someone using a smartphone or tablet).
3. Generic “Diversity” Photos
Example: A lineup of five people of different ethnicities, all smiling directly at the camera in an staged manner.
Modern Alternative: Authentic interactions, diverse teams working together naturally, real-life workspaces.
4. Unnatural Expressions & Poses
Example: People giving thumbs-ups, forced smiles, or overly enthusiastic handshakes.
Modern Alternative: Subtle, relaxed expressions and natural body language.
5. Outdated Technology & Fashion
Example: Clunky monitors, old smartphones, wired telephone headsets, or outdated business attire.
Modern Alternative: Modern tech such as tablets, wireless earbuds, smartwatches, or a clean workspace.
6. Stereotypical “Success” Imagery
Example: A man in a suit standing on a mountaintop with arms raised, a gold trophy, or a dart hitting a bullseye.
Modern Alternative: More symbolic representations of achievement, such as collaboration or meaningful progress.
7. Overly Processed & HDR Photography
Example: Images with extreme HDR (high dynamic range) effects, making them look hyperrealistic and artificial.
Modern Alternative: Soft, natural lighting with well-balanced contrast and color grading.
8. Abstract Business Metaphors
Example: A glowing lightbulb to represent “innovation,” puzzle pieces coming together, or a person standing at a fork in the road.
Modern Alternative: Real-world innovation scenes like brainstorming sessions, hands-on teamwork, or digital collaboration.
Authenticity Matters
The right stock photos can elevate your design, making it feel polished, authentic, and relevant. When choosing stock photos, steer clear of overused, outdated, or bland visuals and prioritize high-quality, natural-looking images. This way, your content stays engaging and professional, which in turn helps strengthen your brand’s message and visual appeal. Remember, if an image feels artificial or out of place to you, your audience will likely notice, too. A little extra effort in selection goes a long way.