The Art of Stock

no, i’m not talking money, portfolios and investments here. i’m talking about stock photography — how to choose it and why it matters on an marketing project. if you don’t know the term, stock photography refers to images you purchase from someone else’s collection (usually a photographer) to feature in advertising, a website or some other brand stage. when done right, a provocative stock photograph is anything but “stock” in its quality. it takes you somewhere, communicates a concept not easily grasped or presents a new twist on an old subject. too often i see photography that’s chosen strictly for its illustrative value and not for its emotional pull. this is a mistake. when you’re art directing images, make sure you weigh the tone (warm vs. cold) and takeaway (the feelings evoked). yes, you want an immediate impact – but you need the right mood to be created and the right type of action to be taken.