Something that has just grown and grown in popularity over the past few years has been the use of low-cost stock photography in both online marketing and lots of offline work as well. These so-called ‘microstock‘ sites have grown and multiplied and one of the best known ones is Istockphoto.com (although seemingly more expensive to use of late).
Whilst using images like these can be a quick and cost-effective route to developing good marketing materials, there is a side effect that any marketer or web designer should bear in mind. I think of it as the ‘haven’t I seen you somewhere before’ effect. The most popular photographers and the models they use seem to appear just about anywhere, take the image shown for example (screen grab of comp image from Istockphoto). I’ve recently seen this model used as the image on a web control panel, a web service site and advertising an opticians in Bradford!
However, the ubiquity of these images can cause unexpected problems. Competitors can use the same model as you (accidentally or deliberately), people might think they’ve already seen your ad (when in fact they’ve seen a similar image) and so on. Plus, it’s just plain annoying to see the same model or image in common use. Take a look at the classified ads in the back of most magazines and odds on, you’ll find the same or very similar stock images being used.
Microstock is cheap, convenient and used correctly, a powerful device. But, don’t fall foul of overexposure!