FEATURE | 17TH ANNUAL SURVEY: STOCK MAKES SENSE
Five major themes emerge clearly from our annual stock visual survey of creatives at graphic design firms, ad agencies, corporate and publishing inhouse departments. These themes, conveyed in raw numbers and eloquent comments, can be summarized as follows:
Stock Makes Sense
Stock is an extraordinarily popular design solution because its value propositions - choice, convenience, accessibility, affordability - perfectly dovetail with the tight budgets, short turnarounds, digital workflows, challenging assignments and demanding clients that mark this era. For good or ill, rarely has there been such a close convergence of a product and service with its times. That explains much about why, for a second straight remarkable year, more than 90% of survey respondents tell us they use stock in their work.
Reality Programming
More choice. More grit. More diversity. These are the ways stock offerings are regularly described in this year's survey, and a big part of why respondents tell us that the appropriate use of stock no longer requires a sacrifice in meaning. One one level, readers praise the breadth and selection that is now available to them, a few even complaining about too much choice. On another, they acknowledge a growing sophistication, quality, reality and edginess that is putting to rest the lingering image of stock as stagey and homogenized.
Stock and the Economy
Is the enormous popularity of stock usage tied somehow to the current economic slowdown? Might stock lose its luster once the economy rebounds? The answer: a resounding "no." In a rare display of unanimity, respondents speak with one voice in affirming that stock is a mainstream solution whose reason-to-be transcends the vicissitudes of the economy. Stock is a primary and accepted source of images in bad times. But it is all that in good times, too. The consensus: the coming economic rebound will do nothing to change the rationale for using stock, except insofar as there will be more projects in absolute terms.
Internet Accelerates
Online stock search and procurement continues to accelerate. More creatives than ever before tell us they are turning to the internet for search and delivery, at the moderate expense of other options such as print catalogs, CD catalogs and stock agency researchers. They also see that stock agencies of all sizes - from the large consolidators to the midsize independents to the specialty shops - are making progress in presenting more appealing and robust web sites for this purpose, even though there are still some glitches.
Royalty-Free Rises
Our new survey tracks a continuing momentum toward the use of royalty free stock, as creatives revel in the price and freedom that this method of licensing stock promises. Traditional rights managed stock continues to be a big and important segment, of course, but the buzz right now is about royalty free. But so, too, is the backlash, since concerns are growing regarding the triple specters of overuse, non-exclusivity and staleness.
Before looking at many of the heartfelt comments captured by the survey, let's go to the numbers. The most
notable finding in the survey is that 91% of creative professionals sometimes use stock photography in their
work. This benchmark number is substantially above the average of the past five surveys, and exceeds the
90% level for the second straight year. For those of us who have been observing the stock industry for
decades, the ascent of stock visuals into the mainstream and beyond is fascinating and fun, and a tribute
to amazing entrepreneurs and artists. But to have survey confirmation that, for the second year in a
row, stock photo usage is now above nine-in-ten creatives is just stunning.
In addition to finding that 91% of creatives use stock photography, the survey also reveals a substantial use of stock illustration and stock footage. With regard to stock illustration, 61% of respondents said they have licensed art for graphic design and publishing applications. This is roughly equal to last year's result and consistent with anecdotal evidence that illustration is experiencing a resurgence in corporate literature, brochures and collateral, editorial and internet design. Stock footage, whose use jumped significantly last year, eased back down to 26%. But that number is still much higher than the average of the past five years. Presumably, this relatively high level of stock footage use is explained by the ever-growing involvement of designers in motion and interactive projects, from web to television to cinema to kiosks.
We also wanted to know how often readers use stock in the course of the year. Here,
the survey reveals that the frequency of stock usage reached a historic high this year,
albeit just slightly above last year's previous level. According to the results, roughly four
out of five creatives now use stock half a dozen times or more per year; just slightly
more than one in three use stock more than 20 times; and a remarkable one in five say
they utilize stock images more than 50 times. A plurality of designers now use stock
somewhere in the range of 11-20 times; last year it was 6-10 times.
In a related question, we asked those surveyed whether they are currently using more or less stock in their work. It is a crude question, to be sure, but the results are suggestive. Compatible with the frequency numbers and the general sense of expansion captured in the results above, roughly 40% of respondents said they are using more stock in their work. That is double the percentage of those reporting less stock visual use these days.
What subjects are creatives looking for when they turn to stock?For the past several years three categories - People, Lifestyles and Business and Industry - have shared the most-wanted honors. That is also true this year, but in a slightly different order than in the recent past. For the first time, Business & Industry ranked number one; it was third last year. Last year's leader, People, finished second this time around. Third on the list this year is Lifestyles.
Following these three, the top dozen rankings include, in order: Abstracts, Concepts, Backgrounds; Medical, Science, Technology; Food and Beverage; Nature, Wildlife, Agriculture; Historical and Vintage; Travel and Transportation; Fine Arts; Sports and Games; and Homes and Interiors.
Interestingly, food- and home-related images experienced the biggest bump upward, perhaps riding the "nesting" wave that America has embraced. Perhaps for the same reason, travel and tourism-related images slipped down the list.
An important question to examine each year is how creatives prefer to search for stock imagery. The answer in 2003: they go online. For the second straight year, web searches eclipsed the use of print catalogs and, this time around, the gap between online and print was more pronounced than ever. Specifically, 83% of respondents say they use online searches to find stock imagery. A still healthy 65% (down from last year's 70%) report turning to a print catalog. CD catalog use fell to 49%, and those who say they use a stock agency researcher to help them dropped to 33%. Multiple responses, obviously, account for the overlap.
Two conclusions jump out from the statistics. One is that the internet hype has become reality for a critical mass of stock users. The headwinds that slowed the adoption of online stock are receding as stock providers enhance the search functions, content, speed, power, resolution, ecommerce capabilities and security of their sites. In the same vein, robust web sites are no longer the sole domain of big capital; many midsize stock agencies, as well as specialty providers, have made, or are now making, the necessary investments of time, money and creativity to empower online services.
A second conclusion is that many creative professionals still like having choice as to how they search, and often mix and match their approaches based on the project, the timeframe, the location and their technological savvy. Interestingly, few survey respondents note only one preferred search method; most indicate at least two and often three. The amount of overlap in the responses, including the continued loyalty to print and CD catalogs even in the face of growing online activity, proves the point.
The concept of choice is very much alive with regard to the types of licenses creatives seek. As in past years, many readers indicate ongoing interest in both traditional licensed images and in royalty free stock.
Roughly two of three respondents - 69%, to be precise - say they have used traditional rights licensed stock images in their work in the past year. This represents a big market segment, and one that is not going away. In this regard, traditionally licensed images continue to be perceived as somewhat more pricey than royalty free options, as well as a bit harder to access since some fee negotiation may be necessary. On the other hand, those who turn to traditionally licensed images continue to do so, they say, because they encompass all the advantages of stock, plus relatively more quality, selectivity, consistency and exclusivity.
While traditional stock remains vibrant, it is fair to say that the real buzz currently surrounds royalty free stock. In this year's poll, almost nine out of ten stock users - 89%, to be exact - report having tried royalty free stock images or collections during the past year. This is the highest total yet recorded for this category of license, up 4% from last year and more than a third from four years ago. More interestingly, the bare statistics do not begin to capture the enthusiasm. As the comments that follow demonstrate, creatives tend to see royalty free as "Extreme Stock," with all the thrills and excitement of regular stock use, plus more speed, ease, 24/7 access and no hassle. Combine this with increasingly cutting-edge content, and you have a compelling mix.
Nonetheless, even in the excitement, designers consistently express two related worries: The ubiquity of royalty free stock is raising uncomfortable risks that the same visual will appear in a competitor's communications and that the most often used images are already getting stale.
Is stock's current extraordinary popularity related to the economic downturn?
Stock photography makes good business sense in all economies. Under most circumstances it
makes no sense to spend time and money shooting pictures that already exist. Pam Patterson, On
Target, Los Angeles CA The economy has not affected the frequency of our agency's use of stock
visuals. Stock photography is a solution for a multitude of reasons aside from the particular state
of the economy.
- Karen Haensler, Fraser Advertising & Marketing, Augusta GA
I use stock photography regardless of the economy. The only photo shoots I do are for
products, so all other images of people, settings, natural landscapes and scenic shots are from
stock photography.
- Martie Bradley, Zondervan, Grand Rapids MI
Stock photography is an overall good solution. Be it a good economy or bad, stock photography
and illustration are the solutions everyone has been waiting for. Stock images help cut costs, save
time and make work look good and professional.
- Misha Gulati, BN Creative, Mount Prospect IL
I do not think the state of the economy drives the decision to use stock or not to use it. Clients
go through cycles. Sometimes stock is overused. Then clients who would never use original photography
are more open to it because they want their own look or branding or image.
- Lisa Sanger, Sanger & Eby, Cincinnati OH
Whether the economy is up or down, for me and my company stock photography will continue to
be our main source of visual images and impact.
- Peter Seltzer, Advanstar Communications, Cleveland OH
In good times or bad, our clients often don't have the budget or time to shoot original
photography. Product shots are obviously needed. But most photos involving people, lifestyles and
business situations are cost-prohibitive to shoot. Stock will always be a good option for our
business-to-business clientele.
- Misty Castaldi, Studio North, North Chicago IL
Stock photography is a solution for all kinds of economic times, good or bad. If anything, when
the economy recovers I will probably use it even more.
- Kelly Dows, Dows Design, Colorado Springs CO
Stock is appropriate for good and bad economic periods because it gives a creative a selection
of options, one of which could still be to decide to do an original photo shoot. Stock has cut way down on
the expenses involved in location shooting. That, coupled with digital wizardry, can give an art director a
good result using stock visuals.
- John Hanchulak, Smiley Hanchulak, Akron OH
Stock photography is a great resource no matter what the economic situation. Most companies
never have the money or people to attend expensive photo shoots. In a bad economy I would not say that
my usage of stock decreases, though the types of images I license has shifted gradually from rights
managed to royalty free.
- Lisa Maraldi, Seaton Corporation, Chicago IL
How do you feel about stock visual choice, quality, diversity, reality?
Actually, I think today's stock is much more gritty than ever before. Maybe it's just the
catalogs I'm seeing, but it would appear that most stock models nowadays have tattoos, piercings and
bleached hair - and are actively wired while pursuing love interests on a subway!
- Buck Sommerkamp, Butler Manufacturing, Kansas City MO
Stock photography is getting a lot better. There are some firms that do an excellent job in
portraying real people and situations.
- Bryant Aponte, Magnus & Company, Pasadena CA
I have found that stock photography is exactly what I need to make the job I do a lot easier
and less time consuming. There is such a diverse selection of images that there is always something for
the subject that I am working on.
- Jose Noda, ValPak Of Virginia, McLean VA
Stock choice, quality and diversity are much better now. The only thing I miss are images that
are photographed in the same fashion or in a series so they can be used in the same piece or
brochure. Otherwise, it is all good.
- Andrea Husarova, Andrea Husarova Design, Pittsburgh PA
I really enjoy the easy access to high-res images. The combination of diversity, quality and the
low cost of utilizing these images is so reasonable that it is making photo shoots almost unnecessary.
- Nina Siegel, Perro Logo Design, Mountain View CA
The quality of stock is improving, particularly at the specialty agencies. The large consolidated
houses, however, are eliminating parts of their libraries, which is unfortunate.
- Arnold Saks, Arnold Saks Associates, New York NY
We find the selection of stock visuals to be good, and the mix of ordinary-to-edgy also good. My
only complaint is that we need the most popular categories to broaden their scope, so as to minimize the
risk of seeing the same shot in competing literature.
- Alex Paradowski, Alex Paradowski Graphic Design, St. Louis MO
Considering the number of images presented to stock users, anyone who can't find what they are
looking for is not looking hard enough.
- Rubin Steinberg, Steinberg Art, Chicago IL
The problem with stock is that it is still too generic. It has gotten better, but still lacks the
original "eye" a talented photographer brings to the assignment. To be fair, stock images have
to be generic in order to be relevant to a wide number of applications, but it still could be better.
- Lynda Decker, Lynda Decker Design, New York NY
On the whole, stock is of much better quality and more diverse in content than ever before. The main
problem with regard to reality can be timelines or the dated appearance of imagery.
- Jay Toffoli, Jay Toffoli Design, South Pasadena CA
Most stock images still look too staged to be believable. It is almost impossible to capture the emotion
and reality of turbulent situations in a controlled environment. The uncontrolled environment, unfortunately, is
where reality unfolds. Capturing quality shots suitable for stock photography under these circumstances is
extremely difficult.
- Bob Gauen, Leinicke Design, Manchester MO
Why is royalty free stock growing so quickly?
Royalty free is popular because of its simplicity. Most of the time you're dealing with a client
who has no concept of the limitations of an image that is rights managed. It is frustrating to have to
renegotiate rights because the client suddenly decides to use the image more broadly. I would rather
use royalty free to head off situations like that.
- Jennifer Bangel, TLM Bar, Englewood Cliffs NJ
Royalty free gives you great photos at great prices. Taken together with online searches, it
makes it easy to find the perfect photograph.
- Andrea Maginnis, Netcasters, Topsfield MA
Royalty free stock is so popular because it removes most of the stress and hassle from the
process. No restrictions on usage, no renewal requirements and generally no negotiations for full usage
rights. The concern I have is that, as I perceive it, the overall quality of the images available as royalty
free is not as high as rights licensed stock.
- Mark Eckstein, Mark Eckstein Creative, Brookfield CT
Royalty free stock is inexpensive. We try to use it as the basis for more complex imagery,
not as an end in itself. Occasionally, we will use a royalty free image for small shots when we have a
limited budget.
- Mitch Shostak, Mitch Shostak Studios, New York NY
I like the cost, convenience and ease with which I can select and purchase royalty free
collections. There is more of a selection in royalty free, and my clients generally like the price. The
downside: some images are so popular that you see them everywhere.
- Renee Horner, Three, Pittsburgh PA
Royalty free stock is popular because it is so inexpensive. Hardly anyone does custom
art directed photography anymore. On the other hand, the problem with royalty free is that everyone
is using it, so it is very common to see "your" images elsewhere. Try explaining that to
a client!
- Sandy Campbell, Sandy Campbell Design, New York NY
The answer is price, price, price! Sadly, I do not think the quality is quite as good, but we
have more and more clients insisting on seeing a selection of royalty free first.
- Earl W. Weldon, Weldon Studio, Philadelphia PA
The quality of royalty free is right up there with rights managed images. Most of the
designers I know feel like they are getting a good deal with royalty free collections.
- Greg Arut, Dragonwolf, Amherst NY
In today's economy, clients are more concerned with the bottom line. In terms of time
and cost, art directors and designers have to make do with what is available to help keep costs
down. Huge bills for photography and illustration are no longer acceptable. The only downside is
that you no longer have exclusive use or control of the images chosen.
- Don Finck, Briarwood NY
Do you find it useful to search online for stock visuals?
I feel that using the internet is the easiest and quickest way to find stock images and present
ideas to peers and clients. It has revolutionized our industry.
- Segal Orit, SO!, New York NY
I have been relatively satisfied with online stock web sites, which I use primarily to search for
photos for book covers. My only complaint is with slow servers and slow response via my broadband
connection.
- Pete Masterson, Aeonix Publishing Group, El Sobrante CA
I like the conglomerate sites. I also like the online subscription sites and services, which work
well for quick jobs. All these sites keep up with visual trends, and definitely remain unique and
different.
- Geoffrey Skadra, Wheeling Jesuit University, Wheeling WV
Yes, we use the internet to search for stock visuals. The strength is accessibility. The one
weakness is that some sites do not provide their whole library of images or even their entire
catalogs online.
- Mark Stoud, Greenville Hospital System, Greenville SC
I do all of my searches for stock online. It is great. I particularly like the sites that combine
many stock agencies and databases into one search utility.
- Wayne Schwisow, Schwisow Design, Tacoma WA
I much prefer a printed catalog to file with the others. This allows for easier access, better
usage and comparison of images under consideration by our firm. We never use online catalogs.
- Douglas Huffines, Ronald Wind Design, Dunwoody GA
Searching for stock online is too complicated. There are too many windows to go through
and search areas and engines are not specific enough. Estimating and billing are very complicated on
the ecommerce sites and the whole process takes too long.
- Cathleen Casey, Double Woman Press, Bonanza OR
We use the internet 99% of the time for stock research. We find the variety, such as the choice
between royalty free and rights protected, very useful. I would love to see more sites where you can
search multiple company's collections at once.
- Ed Hendrix, Glory Studios, Crestview FL