Brands

Choosing stock photos for your company’s brochures, print advertisements and online content can be a challenge. With millions of images to choose from, often available for just a few dollars, which should you select to represent your brand?

Stock photos can range from excellent – many may perfectly capture your target audience or company values – to low quality or contrived. We’ve all seen generic corporate stock photos before, and most of us can spot them immediately.

Because of this, choosing the right stock photos for your company’s branding and marketing materials can have a huge impact on their efficacy. In this guide, we’ve shared five tips to help you choose effective stock photos for your branding.

A great deal of brochure design advice is generic – tips about layout, font choice and color with little in mind about the primary purpose of a brochure itself: to generate either leads, sales or interest for the company.

There’s a world of difference between effective brochure design in B2B (business to business) and B2C (business to consumer) industries. Each requires a different type of approach, not just to product and copy, but to the design of the brochure itself.

Ignoring these differences and applying B2B design principles to a B2C brochure, or vice versa, can have disastrous consequences for your marketing campaign’s return on investment and results.