According to Shutterstock, “Stock photos are images that anyone can license for creative use. Rather than hire a photographer, designers can search a large database of photos and quickly find one that works for their project. Some of the most popular stock photos include people, travel destinations, animals, and food. This system also allows photographers to earn a steady source of income from their work, in the form of small royalty payments.
And… There are three main styles of stock photos, each with different licensing rules. There are Royalty Free stock photos that can be used over and over again. Then, there are the Rights Managed stock photos which depend on the usage of the photo, the exclusivity of the use of the photo and the image size. These types of photos have a changing value in the marketplace and the buyer can have the photo exclusively with a licensing agreement. And then there are photos that are in the Public Domain. These photos are free and can be used anywhere anytime without a license or purchase.
So, that all being said, you need to use pictures in your direct mail postcard, on your website, on your brochures and flyers and anywhere that you have direct mail. Pictures increase the value of all of these pieces because people are visual. They relate to a product or process or service by seeing it before they read it. Your message needs to be presented as the old saying goes, “a picture is worth a thousand words".
Stock photography can give you the excitement you need for your website. The right photo can increase the viewer’s retention rate. Instead of a block full of words, fill it with a photo that tells the story about what your are trying to convey. This same picture, if it is high quality, can be used on your direct mail postcards. This way, the message will cross over platforms and increase the value again.
There are some rules that you have to abide by when choosing a picture that you will use on your website, direct mail postcards and brochures. First, don’t just find a picture anywhere on the internet and cut and paste it into the box you want to use it. You must find the pictures that are available for you to use. These are ones who are free. The rest are protected by copyright laws. Don't assume a photograph is in the public domain, unless the owner specifically says so. If you don’t know for sure then you need to contact the photo owner and ask what is required for so that you can use their photo. Never assume that you will not get caught using someone’s picture. This is stealing photos and it is unethical, illegal and quite simply, wrong. And you don’t want your business to be affiliated with the wrong side of the law.
Stock photography is type of photos that you are looking for because they are available and licensed for a specific use. Here are several sites that offer images that can be used for your marketing materials.
These are just a few of the sites offering free or low cost stock photography for a multitude of uses. There are normally multiple file formats and sizes that can be purchased for each image. For printed business postcard design, you will need a high resolution image of at least 300 dpi.
If you don’t have time to go out and take your own photos, then stock photography is a great option. You just have to have a subject for your campaign and you can find any photo that you want. But, before you get started, there are a few basics that you have to keep at the forefront so that you can get the most out of your stock photo
First, make sure that if you are not going to pick a free picture, that you purchase the highest quality file you can afford. Large files can always be made smaller, but smaller files won’t get bigger without looking horrible. Make sure the file works across all of the ways you want to use it. Pick a photo that is a perfect match for the message you are sending out. Artsy photos are great but not if they are saying something other than your message. Use keywords when searching for the perfect picture.Don’t use photos that have been used by others a million times. You are an original and so is your business, so your picture should be as unique as you are. Also, don’t use pictures that are expected or a cliche.
Pick a photo that is in color. Ninety percent of snap decisions are made when there is color involved. It creates more interest than a black and white photo. Make sure that you connect your direct mail and online marketing campaign with the same design elements and photographs. Don’t stick with just photographs because sometimes artwork or cartoons can do the job and there are many of these options in stock photos.
Visuals, whether photographs, artwork or cartoons, are extremely powerful tools for direct mail marketing. Stock photography is there to help your direct mail piece and website to be boosted in its standing and to be creative. It needs to stand out from all the rest that are out there.
Postcards are a great eye-catching, tangible marketing tool, formatted to your specific preferences and needs, with endless customization in a multitude of sizes – regular, oversized, and custom cut. We at Everest Direct Mail and Marketing, can create colorful, attention-grabbing designs with your images, logo, and any content you’d like to include – using your own design or one created uniquely for you by our talented and experienced designers. Postcards give a marketing advantage because they allow room for brief, targeted content; they’re an easy read, meaning less of a chance a client will get bored reading it, and no need to worry about open rates. Capture prospects’ attention through the visibility of a customized, colorful postcard in their mailbox and watch your response rates soar!