36 Best Practices for Using Stock Images – The Ultimate List for Graphic Designers

Many graphic designers have a love-hate relationship with stock images. Much as they’d like to be able to create images from scratch all the time, sometimes it’s just not feasible with the resources, budget and time constraints that they’re forced to work with. Using stock images helps graphic designers overcome these problems to produce the end results that their clients need. We’ve compiled the best practices of using stock images into the ultimate list to help graphic designers on each step of the way.

Graphic Designer Tips for Using Stock Images

Before You Start Looking for Stock Images

1. Ask yourself whether you really need it. If you’re able to accomplish the same goal without using a stock image, do that instead.
2. Know the goal you’re trying to achieve.
3. Be familiar with the brand you’re designing for.
4. Know the audience.
5. Be aware of any content that’s going with the stock image.

Tips for Finding Stock Images

1. Be careful about using free stock photo websites. 
2. Learn to use search engines and filters effectively by getting familiar with the advanced search functions.
3. Be specific in your search queries. Use long-tail keywords (search queries that are 3-4 words long or an entire phrase) and be descriptive.
4. After you’ve found a few images that you like, check out their related keywords list for more ideas.
5. Don’t go with the first image you find.
6. Gather the thumbnails for images that you think you may want to use. Once you have a collection of potential candidates, you can narrow them down.
7. See if the same image is available on another stock photo site. You may find a better deal.

Best Practices to Avoid Legal Issues

1. Be careful how you use licensed stock when you design for clients. One of our SinaLite graphic designers recommends taking your own photos to build your own library over time so that you can rely less on stock images.
2. Know which type of stock image you’re using.
   • Public Domain: These are free for anyone and can be used in any way.
   • Royalty Free: You purchase these once and you can use them in any of your designs (but not derivative products like posters, where the product only exists because of the image). Some licenses have limitations though, so be sure to check first.
   • Royalty Free Extended: These are like Royalty Free images except that you can use them for derivative products too. Once again, be sure to check potential limitations first.
   • Right Managed: These images require purchasing a license every single time they’re used. You’d need to specify how you’ll be using them, as this affects the price.
   • Editorial Use: You can use these images for news coverage and education but not for commercial advertising.
3. Give credit where it’s due. Some stock images that are displayed as free stock photos sometimes ask you to credit the creator, so be sure to check before you use.

Tips for Choosing the Best Stock Image

1. Never choose a stock image without knowing the reason why you picked it. 
2. Make sure the composition of the image is conducive to your goal.
3. Get high resolution images. 67% of consumers say that the quality of a product image is “very important” in selecting and purchasing the product (via MDG Advertising).
4. Avoid creepy, uncandid shots.
5. Make sure the colors work with the rest of your design.
6. Consider whether it will fit the shape of your design (which may not necessarily be a square or a rectangle).
7. Ask yourself whether the image will go out-of-date (e.g. based on what the models are wearing, etc.)
8. Consider potential difficulties with clipping paths or masks.
9. Use them for ideas and inspiration for your own designs.

Before You Purchase a Stock Image

1. View them at 100% before you purchase them.
2. Buy the right dimensions that match your project.
3. Sometimes you can download directly inside programs to save time. New tools like Craft Stock from Invision allow users to download stock images right inside popular design programs like Photoshop and Sketch.

Do’s and Don’ts for Editing Stock Photos

1. Do edit images based on your needs.
2. Do check the color mode. A stock image that looks great in RGB can look dull in CMYK. In addition, make sure that after you put in your stock image your entire file is in one color mode. Mixed color modes can cause lots of problems, especially if you’re going to print the file.
3. Don’t clone or reflect images just to make them bigger.
4. Don’t force your client’s product into the image. Get proper product photography done instead.
5. Do think about whether or not it really needs to be the focus. A stock photographs can simply be there to add texture to an otherwise plain color background where the text is the main focus.

Best Financial Practices for Designers Using Stock Images

1. Budget for them if you’re serious about using high quality stock images (which is important when you’re establishing yourself as a design professional).
2. Account for the time and money spent on using stock images when charging your clients.

What to Do After Using a Stock Image

1. If possible, A/B test your images to understand what works and what doesn’t.
2. Organize your stock images by keeping them in well-named folders.

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