To stand out in a world where a sea of messages are screaming for attention can sometimes be a tall order. The digital age has empowered the average Joe with the ability, although amateur, to create their own messaging and elements in an attempt to get noticed. Technology has not only empowered amateurs, but has also made professionals more efficient helping save time and money for their clients.

One of the many tools technology has given us is stock photography, or digital photography to be more exact. Easily accessible, cheap and deceptively “professional-looking,” digital stock seems to be a smart choice. One problem remains – stock photos still come with a price.

The Perfect Storm

An eye-catching graphic or image, when paired with a perfect fit concept, is a golden powerhouse when it comes to getting a message noticed. The easiest way to achieve this is through a custom photo shoot. Now, you’re probably thinking, “If this is so easy, why doesn’t everybody do it?” Your gut instinct would tell you expense. At least custom, professional photography sounds financially prohibitive. In the long run though, it’s better for a client’s bottom line than simple penny-pinching.

A well-known saying in the industry, “If you find the perfect fitting stock image for a concept…you probably have a bad concept.” In order to sell, these images have to portray many messages and be all things to all people at the same time. If something as vanilla as these images seem to pair perfectly with your concept, that’s your canary in a coal mine warning on how stale your ideas are in the first place. Unfortunately, this isn’t the only reason stock imagery falls short.

An unexpected treat

Aside from vanilla concepts, the overuse of easily accessible photography renders most images ubiquitous. How is one to get any message across if the public is mostly desensitized to the honey in a trap? Side by side, two images may be different but their genetics and message are still the same. We are far too familiar with this imagery to even take notice. This makes any dollar spent empty calories, as far as your campaign diet is concerned.

It’s far easier to get the public to bite into what you’re pushing when it seems to talk directly to them in an unconventional way. The best way to do this is with imagery. That is, tailored to the concept with a specific feel or spice to heat things up.

Dollars & Sense

The money upfront to do this isn’t as expensive as you might think, especially for what you get. In our area, a half-day photo shoot is around 500 bucks. But just that half-day shoot will bring a campaign and concept multiple miles farther than the alternative. Not only will you have concept-specific images, but you will start creating a look for the client that is consistently their own.

No brand can really make stock imagery their own, and unfortunately, it’s overshared.

The math is simple:

$20 stock imagery + design/creative time = Big Gamble

VS.

$500 + design/creative time = Payoff

So, isn’t it worth a bit more of your branding dollars, in the end, to ward off another unnoticed idea?

In certain applications, uses, and context, stock imagery can be very beneficial. It still can save time and hours when in the right hands. But for my money, I’d rather use custom photos any chance I get.