- When we look at any designed item,
the first thing we will notice are the images.
It's hardwired into our brains to do this.
When we needed to survive on the African veldt,
recognizing the line in the grass meant life or death.
We look at images,
try to understand what they mean,
then read the copy.
There are a few ways that you can find images for a project.
The client may supply photography or illustrations,
or search on stock photography websites,
or look for copyright free photos,
but make sure they are truly in the public domain.
Alternatively, hire a photographer or illustrator.
Of course, you can make the images yourself,
either photographically or as an illustration.
As tempting as it may be,
I never find images by going online,
using a search engine and grabbing one from an image search.
In the first place, I'm probably violating copyright laws,
and choosing an image that isn't the very best quality.
Second, it's probably the same image
that everyone else is using.
If I use a stock photography resource,
spend time searching for the right images.
They need to be the right tone and style,
and hopefully unique.
The images should feel as though
they were made specifically for your project.
This takes more time than one expects,
but it's worth the effort.
You don't want to populate your brochure
with generic or inauthentic images,
like images that you might find in a picture frame
before you replace them with your own.
They may be well photographed,
but there are just too many images of happy people
running on the beach.
Find a photograph that works,
then look at the photographers other work.
And don't be afraid to open the search parameters.
You might find a perfect image for a swimming pool client
searching for summer or leisure.
When I hire an illustrator or photographer,
I find one who is best suited for the project.
A portrait photographer might not be the best choice
for a product shot and vice versa.
How they work is also essential.
Is the photographer or illustrator
willing to collaborate with you?
Do they meet deadlines?
Does their photography fee fit the budget?
You can ask other designers for potential sources,
or if you see an image you particularly like,
track down the photographer.
You may think, oh, they're probably famous and busy,
but chances are pretty good, they'll appreciate the work.
Reach an agreement on the fees.
Work with a contract
and ensure that the photographer or illustrator
has given the client all the necessary rights
to use the work as stated.
Before the photographer or illustrator starts working,
I give them as much detail as possible.
For example, I might say,
I want a photograph that's bright and heroic,
or moody and thoughtful.
It needs to fit in a vertical format.
I might need to use it online later or on another piece.
These people are creative,
and I often find it best to give them
as much information as possible,
and then let them do their job.
Giving the photographer or illustrator space
and not micro-managing almost always works well.
You don't like being a pair of hands,
just executing someone else's vision, and they don't either.
And remember, when you find the perfect image,
you don't have to use it full frame.
You can crop it to focus on the part of the picture
that will best communicate your message.
However you go about finding or making the imagery,
remember that it will set the tone and communication
more than anything.
Don't settle for something mediocre
just because that's all there is.
Find a way to make it unique and special.
It's better for your client and better for you.