Creativity vs. Stock

Are micro-payment stock sites killing the professional industry?

Stock photography prices have come down with the availability of the internet... but is this a good thing?

Being a designer of a “certain age” I remember when stock photography was an expensive necessity, and hiring an illustrator was the norm. Pouring over glossy catalogs where these professionals showed their work and picking just the right technique for what you wanted to portray, was always a treat. Being able, as a designer, to hire these individuals was a thrill. Art directing a complete photo shoot including models, wardrobe, location, etc. was a necessary part of our industry. Stock photography was available, but sometimes, the cost was just as steep as taking the photo. Then the digital age came, and in my opinion, disrupted a whole generation of amazing professionals.

These days with the help of the Internet, stock photography sites have taken off. The cost of hiring professionals was at an all time high when I started in this industry, and just having the customer allow for such external costs was a godsend. Now it seems like all has changed for the cheap thrill of pre-canned photos and stock art.

Today, every designer faces the cost vs. uniqueness conundrum. Not every customer sees the value of a custom photo or illustration when they can easily look for one online. They give up on individuality (and not to mention creativity gets the ax), but in turn, they get a more or less decent looking model that looks “professional” for their brochure, and that is all they seem to care about.

The only time where a stock photo will certainly not work is when the customer has an actual product that needs to be sold. For that, they will need a professional to take a picture of that item. And even that will probably be silhouetted and placed into a stock background of some sort.

You could say that the days of custom illustration and high-end photography have been reserved for the true quality and art connoisseur customer who sees the value of standing out for their individuality, or the well-to-do ones that can pay for the right to be unique… Well, I disagree.

I do have nostalgia for the old ways, but to be able to roll with the changes has proven to be a big part of my survival in this industry. As a designer, it is my job to be able to take the available budget and still create individual and unique ways of portraying a customer’s product or service. They may not have the budget of Apple, but most small to medium companies don’t, and these companies are the bread and butter of our industry.

So, yes, we have lost some individuality, but we have gained the ability to look good, even if it is at discount prices. All it takes is the ability to take all these lemons and make lemonade… for that, hire a professional!

By: Michelle Martorell

Creative Director, Archer Communications, Inc.