We have a guest author this month, Jeff Shaw, Principal of Envision Marketing & Design, Inc., a website development firm located in Metro Boston.
As a website designer I do an extensive amount of work with photography. In fact, in a highly visual medium like mine, it is not an exaggeration to say photography is the key to taking a website from good to great. There are three sources of photography - stock photography, do-it-yourself (DIY), and professional custom photography.
Stock Photography
Buying stock photography has two primary advantages: lower cost and it is instantly obtainable. The major drawbacks are that stock is predictable, readily identifiable as stock, and detracts from the authenticity of a website. Stock photos are generally a bit contrived and will be a force fit into your design. The holy grail of marketing is the unique point of difference you have versus competitors; however, stock photography dilutes that message either overtly or subliminally. Take a look at two examples below.
This stock photo looks sterile. The name has either been photshopped off or the word school photoshopped on. Plus I’m not sure this building is really a school, it may actually be an office building.
Why is a woman standing above a factory floor looking at her Ipad? This stock photo demonstrates a major downside of stock - it typically looks contrived.
Do-it-Yourself Photography
It can be tempting to use a friend “who has a good camera” or pull out your trusty iPhone. However, it is the person behind the camera, not the camera, that makes for great photography. Not only does a pro produce shots that are head and shoulders above amateur work, but their capabilities in post-production and photoshopping are something an amateur can’t come close to. Below is a DIY photo I was recently given for a website - what kind of impression does it make on you?
This DIY photo does no justice to this facility. The picture is poorly composed, shot on a cloudy day, has no life, is distorted and would detract mightily from an otherwise very professional site. I didn’t use it.
Custom photography
Hands down, I prefer professional photography when developing a design. It is much higher quality and displays your company, products, or services precisely the way you want them to be seen. It also allows me to storyboard your marketing message and develop a compelling visual narrative for your viewers. It is true that professional photography is more expensive than stock but looking at cost is just one side of the equation. Custom photography tells a more compelling story, provides a stronger message, and builds your brand. That combination drives sales, and in the end, it is not how much you spend but how much you make.
Example of Professional Architectural Photo
Example of Professional Photographed Self Perform Employee Photo
A picture truly is worth a thousand words and makes a significant impact on your target audience. After 20 years in the field here is my advice: Avoid DIY photography like the plague. Stock photos win on price, and if the budget is tight, use them if you have to. However, if you want the most professional website possible, you need custom photos. In my line of work, hands down, custom photography takes a website from good to great.