Using stock images for web design can speed up the creative process, maximize impact, and drive clicks. Get best practices for using them.
Visuals rule the online world and, as a result, there’s a constant challenge when it comes to crafting engaging websites. Especially when your choices have a real impact on the way customers perceive your site.
Research shows that nearly 40% of consumers said images are an element that they value on a company’s website. The question is, what do you do when you’re struggling to get your hands on compelling images?
In this installment of our Best Practices series, we’ll explore the power of stock images for building eye-catching websites, the crucial considerations for using them effectively, and best practices to help you put together a design that draws your audience to the page.
Using Stock Photos as Website Images
Creating a visually appealing website that resonates with visitors is a key aspect of web design. Most users decide whether to stay on a site or leave in seconds. Great images contribute to both a positive first impression and a memorable experience when the visitor sticks around.
But, you don’t always have the time or budget for custom photography. This is where stock photos for web design become a valuable asset.
License these images via IVAN ROSHCHUPKIN, IRA_EVVA, and Stock story.
Stock libraries can provide thousands of high-quality images ready for immediate use. From culinary images for a cooking blog to seasonal images to use as part of a campaign for an e-commerce sale, the options are (almost) endless.
Can You Use Stock Photos for Websites?
Wondering if you can use stock photos in your web design projects? Yes, but there’s a crucial aspect to consider.
Using stock photos in web design is permitted, as long as you carefully read through and fully understand the image licensing terms before you make a purchase.
License these images via solarseven, Ervin-Edward, and Misbachul Munir.
You may find some images, vectors, and videos marked as “Editorial Use Only.” This content is not cleared for commercial use. It’s intended for use cases like news media publishing.
Commercial use is any promotion/advertising for a product or service that generates revenue. (Think: An image you use as part of an eCommerce sale.) Be sure the images you use have the correct license type for your purposes.
4 Best Practices for Using Stock Photos in Web Design
Once you decide that you want to use stock images as part of your web design process, there are website design tips you need to know.
How do you use these images effectively and make sure they look great on your site?
Follow these tips to get the best results. . . .
1. Consider All Screen Sizes
When using high-quality stock photos, make sure they are always web-sized. Unlike print, website images can be viewed on various devices and screen sizes.
Using web-sized images that are optimized for online display prevents pixelation and blurring, providing a consistent experience across all platforms.
This is a key pillar of responsive design and it helps to ensure that your website works well as users interact with it on different screen orientation and sizes.
2. Do Market and Competitor Research
Using unique website images can help you stand out. First, do some digging into design and visual trends to better understand what will connect with your audience.
Then, take a look at what your competitors are publishing on their sites to come up with ideas to set yourself apart.
Ultimately, you want to select photos that feel current, yet aren’t commonly used to create a more authentic feel.
License these images via Pixel-Shot and JLCo Ana Suanes.
If you’re working on an online education platform targeting adult learners, you might want to avoid stereotypical images of classrooms and textbooks.
Instead, you might consider humanizing your brand by using images that show people engaged in real-life learning experiences.
3. Create a Visual Hierarchy
One common myth of web design is that users don’t scroll. In fact, one study found that 71% of users scroll down the page, and 66% of time on page is spent below the fold.
Still, it’s important to place images strategically to guide users’ eyes and emphasize essential information.
Website visitors usually skim content and follow visual cues, starting with the left side of the screen, as well as the top of the page. Use your stock images as tools to meet your audience where they are, with the information they need most.
4. Optimize Your Images
In web design, readability and content accessibility are key. Optimize your images—meaning, reduce the file sizes as much as possible, without sacrificing quality—to achieve a faster load time.
Some easy ways to do this include:
- Use concise image names
- Avoid extraneous images
- Reduce image dimensions
- Choose the right file format
Adding alt tags is also an important step to accommodate users with screen readers and add more context to the image. This allows search engines to drive higher-quality traffic to your site.
Enhancing Engagement with Stock Images for Websites
Want to know how you can get the most out of every stock photo you use on your website? Here are some ideas to help you elevate your web design while encouraging engagement with stock images.
Design with Accessibility in Mind
Consider accessibility guidelines—like the Web Content Accessibility Guidelines (WCAG)—when using images on your website. This includes using appropriate contrast and providing text alternatives.
If your web design strategy includes social media integration, make sure stock images are consistent with the visuals used on social platforms. That cohesion across online platforms strengthens brand identity.
Incorporate Micro-Interactions
Consider using images along with micro-interactions to keep the attention of your audience. (Think: Hover effects or animations that respond to user interaction.)
This can enhance user engagement and make it easier for you to inspire people to take the action you’re pushing them toward.
Test Across Different Browsers and Devices
License these images via Cast Of Thousands, fotaro100, Ekaterina_Klishevnik, and Ekaterina_Klishevnik.
Different browsers and devices might render images differently.
Regular testing ensures that your choice of stock photos doesn’t affect the website’s functionality and appearance across environments, including mobile devices like tablets and smartphones.
Opening mobile view in the browser and on the device you want to test is one of the best ways to get accurate results.
It’s Time to See What Stock Photos Can Do for Your Web Design Project
Stock images expand your options when working on a web design project. We’ve explored how to select, integrate, and align them with your brand. Start weaving these insights into your web design today and discover how stock images can help you take your website from ordinary to extraordinary.
If you found this post helpful, stay tuned for our next post in this series about using stock photography on TikTok. We’ll help you figure out how stock photography can fit into your content strategy and help you grow on the platform.
Nee some visuals for your web design project? We’ve got you covered. With Shutterstock Flex, you’ll have all-in-one access to our massive library, plus the FLEXibility you need to select the perfect mix of assets every time.
License this cover image via Ekaterina_Klishevnik.
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