Playing the Stock Market: Seven Tips for Choosing the Right Images for Your Website

In a perfect world, every image on your website would be meticulously staged, lit and captured for you by the professional photographer of your choosing. But more often than not, budgetary realities don’t afford the luxury of being able to commission a photo shoot to fulfill every visual need on your site. Fortunately, advancements in digital photography have allowed amateur shutterbugs to create images that can stand shoulder to shoulder with those produced by the pros. As a result, the availability of excellent, high-quality stock photography has increased dramatically in recent years, and following the rule of supply and demand, the cost of these images has decreased. Whereas once major players like Getty dominated the market and commanded top dollar for every frame, today there is a proliferation of stock image sites that offer vast libraries of eye-catching images for very reasonable prices. The incredible selection of stock images available to us today is both a blessing and a curse. It’s amazing to have so many choices, but the sheer magnitude of the selection can prove daunting at times. How do you choose the right photo for your project? What should you be looking for in a stock photo, and conversely, what should you seek to avoid? Here are seven simple dos and donts that will help you master the stock market and find the best images to represent your brand and create an appealing visual tableau on your website.

1. Do: Know where to look.

In terms of cost, the stock photography market can be broken down into three basic classes: Free: Compfight and morgueFile are two examples of sites that feature images that fall under the Creative Commons license, which means you can use them for free. When dealing in these types of images, make sure you read the fine print because some are approved for commercial use while others are restricted to personal use only. While the price tag may seem appealing, many of the images you’ll find on these free sites are low-resolution and poorer quality than those you would find on other stock sites. The selection is also much more limited. After all, you do get what you pay for! Low cost: Veer, iStock and Bigstock are three excellent stock sites that offer a great selection of images in a variety of sizes. Photos on these sites range in cost from a few dollars to a few hundred dollars a piece, depending on the source and the size. Another very low cost (almost free) option is Dollar Photo Club. A one-year subscription to this site costs $99, but that membership includes 99 image downloads, with additional downloads costing just $1 each. The selection on Dollar Photo Club is on par with other stock photo sites, and all images are large, high-resolution files. Premium: The top echelon of stock photography sites – which includes industry stalwarts like Getty and Corbis – are much more restrictive in the selection of their contributing photographers. While they command much higher license fees for their images, the benefit to paying top dollar is that their photos are not as widely used as those found on lower-cost alternatives, so they have a more unique feel.

2. Do: Know your rights.

The process of purchasing a stock image is not necessarily as straightforward as buying your average widget. Because these images are the intellectual property of the photographer that created them, there are usage rights attached to them that govern the length of time, medium, size, format and location of use. Again, there are three categories you’ll need to understand: Royalty free: This is the most common license type you’ll find in today’s market, and it is also the most ideal, as it is the least restrictive. This license allows you to pay for an image once and use it without limits across multiple projects. Rights managed: This type of license allows you to use the image for a limited period of time for a specified medium or application. If you want to continue using the image after this time period expires or for a different purpose, you must pay more to renew the license. Extended: Some sites allow you to “extend” the license on an image in order to use it in ways not typically allowed under a rights-managed license structure. This is often done on a case-by-case basis and it usually applies to using an image on tangible goods (t-shirts, posters, etc.). Such a license is rarely, if ever, needed for the images you will be using on your website. Try to stick with royalty-free images as much as possible, as they are the easiest to manage for long-term use on the Web, and there’s no lack of excellent quality photos that come with this option.

3. Don’t: Be afraid to dig deep.

When searching for stock images, you’ll naturally start by querying a term or keyword that relates to the type of image you need. When reviewing the results of your search, however, don’t be too quick to select images that appear on the first few pages. These are undoubtedly the most popular images because many searchers that have come before you have already downloaded them. This means that the early results are also images you are most likely to see used (and perhaps overused) elsewhere. Don’t be afraid to jump ahead in the results pages to see what images you can uncover deeper in your search. Often, there are amazing photos that are far less popular, and using these hidden gems minimizes the risk that your selection will show up elsewhere – like your competitor’s website.

4. Don’t: Fall into the “handshake photo” trap.

We’ve all seen the “handshake photo” – the bland, uninspired image of two men in suits (or at least shirts and ties) shaking hands that is universal visual shorthand for “doing business.” Generic stock images like these make your website look like it’s straight out of the template factory. Because these images are so very commonplace, if you decide to use them on your site, you all but guarantee that the impression you leave with your visitors will not be a memorable one. Besides the aforementioned “businessmen shaking hands” image, other terribly overused and cliched stock photos include:

• The smiling customer service representative wearing a headset (“We’re here to help!”)
• Chess pieces (meant to illustrate “strategy”)
• A group of businesspeople (with the appropriately diverse representation of gender and ethnicity, of course) sitting around a conference room table doing....business of some kind? (representing “collaboration”)

Undoubtedly, you’ve encountered photos like theses many, many times in your travels around the Web, although you probably don’t recall them – exactly the reason you want to avoid these utterly forgettable images at all costs!

5. Do: Be mindful of people problems.

If you decide to use a stock image of a person on your site, keep in mind that this person is becoming the de facto face of your company. It may sound crazy, but I have seen testing sessions where users react negatively to a company due to a stock image of a person. “I don’t like the way they look” or “I don’t trust them” are two comments I have heard. While you and I know and recognize that this is a stock image and that the person in the photo has nothing to do with your company, many casual users don’t think this way. They see a photo of another human being, and they instinctively react to it. If that reaction is a negative one, then they will naturally come away with an unfavorable impression of your brand as well. Whenever you use stock photos of people, realize the impact of those decisions. Whoever graces the front page of your website is welcoming your visitors and representing your organization by default.

6. Don’t: Forget about orientation.

Photos come in two orientations – portrait and landscape. As its name suggests, portrait orientation is like a portrait, with the height of the image being greater than the width. A landscape image is just the opposite, with the width being greater than the height. When reviewing stock image options, it’s important to be mindful of where this image will be used on your site and which orientation is best suited for that space. If you select the wrong orientation, the image will need be cropped to fit the space, which can sometimes result in an awkward and unattractive end result that negates the effect you were hoping to create.

7. Do: Check the price tag

While the price of stock images on the whole has come down significantly from where it was many years ago, photos can still vary quite widely in cost – especially when you are dealing in rights-managed images. Fortunately, many sites allows you to limit your search to a specified price range and to royalty-free images so that you don’t find the perfect photo only to discover that it’s a major budget-buster. I personally really like using Dollar Photo Club for the simple fact that all images on the site are just $1, so I never have to worry about an image being out of my price range, because I know what I will spend before I even start my search! If you are using a stock image site that does not offer this type of flat-rate pricing, just be mindful of the prices of the images you are considering, and remember that you will probably need many images to complete your web development project, so don’t blow your budget on any one photo.

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Four Ways to Delight – Not Annoy – Visitors With the Element of Surprise

During its most recent keynote event, Apple announced that it had a surprise in store for their customers: every iTunes accountholder in 119 countries would receive a free copy of U2’s latest album “Songs of Innocence.” This giveaway translated into over half a billion albums given away, representing the largest release in history in a deal that is speculated to have cost Apple $100 million dollars. It would be easy to assume that Apple’s customers would be thrilled by this generous gesture. While many certainly were, there was also a very vocal segment who were not so pleased to see this album suddenly appear in their music collection. Many of these naysayers took to social media to express their concerns, which were centered not as much on the album itself but rather on the way that its delivery had been handled. While Apple undoubtedly thought that they were providing a convenience by automatically pushing the album out to all iTunes accounts, in doing so, they took away the customer’s ability to choose whether or not they wanted to receive this gift. What was meant to be a nice surprise came across as an act of overstepping the bounds of privacy for some customers – definitely not what Apple was hoping for when they conceived this promotion. Employing the element of surprise in marketing and in web design is tricky business. When done right, it can delight your customers, but if handled incorrectly – as with the Apple giveaway – it has the potential to frustrate and alienate them instead. Let’s take a look at four ways to use the unexpected to make a favorable impression on your website visitors and leave them wanting more – and the pitfalls to avoid along the way.

Surprise! Here’s a free gift!

Freebies have long been a staple of marketing and promotion. From product sampling to contests to incentives for joining a mailing list or sharing contact information, they are an effective way to break the ice when building relationships with new customers. There’s nothing wrong with a good giveaway – as long as you obey the fundamental rule of trustcasting, recognizing that all promotional efforts must be founded first and foremost in building trust with your customers and website visitors. As we touched on above, the problem with Apple’s U2 album promotion had nothing to do with the giveaway itself but rather with its delivery. Permission is a key element of trust-based marketing, and Apple’s circumvention of the act of permission seeking was perceived as a violation of trust by some iTunes customers. A direct contrast to this is MailChimp’s free t-shirt promotion. When a new customer opens a paid account and sends their first email campaign, they receive a message of congratulations along with the offer of a free t-shirt. In order to receive the t-shirt, however, the customer must select the size they would like, thereby accepting the offer; the shirt doesn’t simply turn up unexpectedly in their mailbox. Of course, we have no way of knowing how many people actually decline this free gift, but regardless of whether it’s zero percent or fifty, the most important aspect is the respect for the customer demonstrated by the act of seeking permission. MailChimp allows the customer to maintain a sense of control over the transaction rather than removing that control the way that Apple did. As this comparison shows, permission is a make-or-break element between a surprise that delights and one that compromises trust and goodwill.

Surprise! You’ve got mail!

Email is definitely an area of online marketing that’s fraught with pitfalls. You can be a welcome presence in your customers’ inboxes, or you can be a nuisance that’s banished to the junk mail heap. One way to practically guarantee that you’ll end up in the latter category is by “surprising” your customers with a flood of emails that they did not expect to receive. Undoubtedly, you’ve experienced this scenario at some point: you make a purchase from a website or register for an account, and all of a sudden your inbox is overrun with promotional emails from that company trying to get you to come back to their site and buy, buy, buy. Make no mistake: the simple act of placing an order is not an invitation to unleash a deluge of spammy messages. Again, returning to the theme of permission, the first step to ensuring that your emails are welcome is by allowing your customers to explicitly request to receive them. A common way to accomplish this is by including a mailing list opt-in on your site’s checkout form accompanied by a message affirming that the customer wishes to receive updates with special offers and future promotions. In and of itself, this is a fine practice. If someone wants this information, allow them to receive it! The problem is that many companies have this option selected by default, and as a result, in their rush to complete their transaction, many customers will overlook this feature entirely and will unwittingly opt in to the series of emails that will follow. Again, this is an unpleasant surprise that does not contribute to improving the customer’s perception of your brand. If you are going to employ a mailing list opt-in checkbox anywhere on your site, make sure that it’s unchecked by default and that customers must actually see, read and make a conscious effort to elect to receive ongoing communication from you. Your mailing list won’t grow as quickly this way, but you will avoid surprising unwitting subscribers with emails that they did not expect or want. But obtaining permission to send these emails is only half the story. You also need to make sure that the content of your messages is designed to delight. Anything that is purely self-promotional in nature will be regarded as nothing more than an annoyance. You must use your carefully garnered inbox privileges to provide value to your customers – whether that comes in the form of special offers, fun promotions, reminders about upcoming events or just plain useful information. Your focus should be on crafting email campaigns that leave your customers looking forward to seeing what you’ll send next – not hitting the “spam” button as soon as it lands.

Surprise! Let’s watch a video!

Video content is a great way to engage with visitors to your website. As much as we writer types are loathe to admit it, people don’t like to read. They like to look at pretty pictures, and even more, they like to be entertained by videos. If you can create compelling videos – whether they demonstrate your products, offer helpful tips or are just flat-out amusing – your visitors will be delighted that you’ve gone the extra mile to give them the kind of content that they prefer rather than forcing them to wade through page after page of written text, and you’ll be head and shoulders above your competition. But there’s one important caveat to video content: never, ever, ever set your videos to auto-play on your site. Uncued audio, video, animations and pop-ups are completely taboo in modern website design, and if you use them, you’ll provide an unpleasant surprise that sends visitors scrambling for the back button to get away from this sensory onslaught. Don’t insult the intelligence of your visitors by forcing content upon them. It’s the online equivalent of having a pushy salesman pounce on them the minute they walk in the door and hound them into looking at products or services that may not be relevant to their interests at all. Instead, provide contextual clues on the page that indicate what your video is about, and allow your visitors to decide for themselves whether or not they wish to view it. This removes the element of unwelcome surprise without eliminating the value of the video content itself.

Surprise! We’ve made changes to our website!

Inevitably, there will come a time when it’s necessary to make changes to your website. These changes could be as minor as adding new types of products or services or as significant as a complete redesign. The problem comes when regular visitors return to your site expecting one thing (the site that they have become familiar and comfortable with) but receive something else instead (the new site). Of course, it goes without saying that any changes you make to your site should be driven by the objective of creating a better experience for your users. Make sure you carry this objective through to the launch of your new site or its new features by smoothing the transition for your regular visitors. After all, every website comes with an inherent learning curve. If you’ve done your job right, that learning curve should not be very steep; yet, it will still exist as visitors determine where they need to go and what they need to do to accomplish their goals. Therefore, when you make a change, you can ensure that it’s well received by visitors simply by alerting them to these changes and guiding them through the process of navigating them. One example of how to execute a re-launch right is Citizens Bank. Weeks before the release of their new site, they posted a message on their existing home page announcing that changes were ahead and signaling the date when the newly overhauled site would launch. They also offered a preview of the new site complete with an overview of new features and instructions for where to find commonly used tools. Did every customer see this message and take the tour? Of course not, but many did, and as a result, they were not taken aback by a jarring surprise on the day of the new site’s launch. Instead, they were already acclimated to the new features and functions, thereby maintaining a sense of certainty and control throughout the transition process. By demonstrating to their customers that their needs and desires were an important consideration in the bank’s plans for their new site, Citizens Bank was able to create a positive experience out of their redesign and avoid the potentially hazardous pitfall of forcing their customers to stumble unassisted through the process of re-learning how to use their site.

In summary

Going above and beyond to provide customers with unexpected value can be a powerful way to separate yourself from the competition, but if done incorrectly, it can also backfire in a big way. In the case of Apple, the company had to release a tool to allow customers to remove the free U2 album that they had been gifted – something they clearly did not foresee as necessary when they conceived the promotion. When you are considering how to implement the element of surprise in your marketing and website design plans, remember never to lose sight of your customers and their needs. Always ask their permission, keep the power in their hands and allow them to remain in control of the process as much as possible so that your surprise will be welcomed with delight and satisfaction.

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