Buying Photography and Illustration Wisely

Finding the right photographs and illustrations for your communications materials can be tricky. Here are the choices you have:
• commission a photographer or illustrator to
create something that’s uniquely yours
• select from images in a stock library
• use royalty-free images
• supply photographs yourself

Each option has its own advantages and disadvantages. Choosing from existing images or what you know is least expensive can feel safe. But allowing an element of the unknown into your project may result in a better return on your investment.

Custom photography

Surprisingly, hiring a photographer or illustrator may be the most economical choice, especially if you need a number of images and are planning to use them in a variety of ways. Also, if having a one-of-a-kind solution is a priority, commissioning art will ensure that no one else’s materials look like yours. Your design team can help you review portfolios and guide you to the right choice of who to work with based on expertise, style, cost and compatibility. The process of deciding on what images to shoot or create is integral to the design process, and it is wise let your design team take the lead on this. Give them the overall feeling you want to convey. Stay involved. Ask questions. Review preliminary concepts. Most of all, be willing to risk going with a bit of the unknown, and trust the creative process.

Stock photography

Stock libraries are vast and make images available that you might never be able to commission. The cost of using licensed images is based on what your organization does (corporate or not-for-profit), placement of the image (e.g. on the cover or inside pagges), final size, quantity being printed and geographic distribution. With use on the internet, the pricing becomes even more complex. Costs vary among stock houses and are sometimes open for negotiation. And in spite of the big price tag, you may still see your image in use by another organization. Contracts from stock photography agencies have lots of fine print. If your design firm is handling the negotiations, ask to review contract details with them to make sure you understand the complete agreement.

Online, royalty-free images

Royalty-free photos and illustrations allow you to have professional images for minimal cost. Online libraries are extensive, and images are available immediately. Even generic images can be blended together into interesting, highly communicative illustrations. Be aware, however, that you may see the images used for your materials in someone else’s promotional literature. It’s disappointing to see the glowing mother/child photo you have on the cover of your family services brochure also selling fast food on the billboard down the street.

Do it yourself

Think carefully about providing your own photos. Granted, this is certainly the least
expensive route. And, if the image is properly exposed, crisply in focus and well composed, it may be a good option. But remember, no amount of Photoshop design “magic” can turn a flawed snapshot into an Ansel Adams poster.

One last bit of advice

Remember, with custom and stock photography you are purchasing only reproduction rights, not actual art. Ownership stays with the photographer or artist—unless you contract for a complete buy out, and that’s a big investment. For example, if you purchase usage of a photograph for your fundraising brochure, that doesn’t mean you can automatically use the image on your web site or use it again when you reprint the brochure for next year’s campaign. Think about every possible usage you might have for the image, and include it in the original contract. It’s always more expensive if you have to go back later to purchase additional rights.

No matter what direction you decide to go, don’t hesitate to talk with your design team about budget and expenses. Make sure you understand all the costs involved and what rights you are purchasing. Working together, you can expect a great solution—and no shocks at invoice time.

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More tips on purchasing creative services. >