Using stock images has significant intrinsic value, evidenced by the fact that they are readily available, contain professional-looking actors, and usually in great lighting conditions. To top it all off, it’s not hard to find images somewhat related to your business or profession. However, looking at consumer studies of stock image perception paints a less than ideal picture.
First and foremost, actors in suspiciously clean offices don’t represent any real businesses and lack the air of credibility most consumers look for when making purchasing decisions.
Most consumers can easily tell the left picture to be a stock image, not representing a real business or location. The image on the right, while still not being a fantastic photograph, paints a more realistic picture.
Furthermore, a study first published on the “marketingexperiments” website by Mr. Austin McCraw, shows the positive effects of replacing stock images with real ones. The study was conducted using a credit repair/debt management firm. It shows a remarkable 35% increase in potential consumer engagement when the stock image of ‘lady with headset’ is replaced with the owner’s picture. See below:
In Conclusion, while being readily available and easy to implement, Stock Images come with observably negative consumer perception. Market trends seem to demand web development shifts focus from the convenience of stock images to real photography.