From posed to credible – authentic stock photos in marketing

Credible visual communication is a key element of successful marketing. Authentic stock photos play an important role here. Because only with realistic imagery can an emotional connection to the viewer be established and trust in the advertised product be achieved.

© Left: Westend61 / David Pereiras – Center: Westend61 / Cavan Images – Right: Westend61 / FL

You can find more examples in our Use Cases gallery.

Unposed advertising photos

In the daily flood of information, people are looking for comprehensible and credible content and brand messages. Instead of stereotypical, mask-like figures, natural stock images with real people in real-life situations are in demand. Because it’s people like you and me that we can identify with. This creates an emotional image effect that makes stock photos with personality stand out.

Real situations in stock photos

An emotional image effect is best achieved with realistic marketing images. These images tell small but entertaining and memorable stories of real-life situations that we have all experienced. They dispense with exaggerated advertising promises and instead reflect the reality of our lives. Authenticity in advertising is characterized by a natural, relaxed and non-staged presentation.

© Left: Westend61 / Joseffson – Right: Fotoagentur WESTEND61

Tips for selecting authentic stock photos

It is important to carefully coordinate storytelling and brand message in order to address the target group precisely and build customer loyalty. How do I reach my customers emotionally and gain their trust? What is important to the people I want to reach? Do I need images for purely advertising purposes, for a campaign or for social media? Professional stock photo providers such as Westend61 not only sell first-class image material, but also advise their customers on the right selection for a wide variety of purposes.

Advantages of authentic stock photos

Consumers in the digital age are well informed and critical. They don’t want blatant and bold advertising messages, but need to be convinced with relevant information and credible arguments. If you want your product and message to stand out in the flood of images, you have to use authentic images in your marketing. Consistency and naturalness are of great importance here. This is the only way to address an empathetic, honest target group at eye level. 

© Left: Westend61 / Joseffson – Center: Westend61 / Joseffson – Right: Westend61 / Uwe Umstätter

Realistic marketing images

Modern society is characterized by the colourful coexistence of different life situations, values, ethnicities, cultures and age groups. This diversity must also be reflected in successful advertising. Diversity is therefore an important core feature of contemporary and authentic visual language in marketing. Regardless of the image message and the product being advertised, this is always a statement of social responsibility and promotes mutual acceptance. 

© Left: Westend61 / Joseffson – Right: Westend61 / Robijn Page

Summary

Professional, authentic stock photos are a crucial element of successful advertising. They show people and situations in a sympathetic way with which the viewer can identify. This is how you arouse emotions in your target group, interest them in the advertising message and gain their trust. This only works with a natural and honest visual language without exaggeration. Saving on images means saving at the wrong end: Only carefully and creatively developed photo concepts by professionals will find their way into the heart and mind of the viewer. The potential customer not only wants to be interested, but also convinced. It is important to select images that are precisely tailored to the respective purpose: you only get one shot, and the first (eye) glance counts! 

Tip: Find more pictures and inspirations on this and other topics in our INSPIRE MAGAZINES (free download). Click here!