Should You Use Stock or Custom Elements in Your Design?

To customize, or not to customize, that is the question.

Imagery is fundamental to the overall impression of your company or organization. Whether visual elements are custom or stock, they must be used strategically and thoughtfully in social media and in print. However, when choosing visual elements to utilize in your organization’s work you will reach a crossroads: stock or custom elements in your design?

Stock images are common photos, illustrations, or icons designed and licensed for creative use. They can depict a wide range of people, professions, places, and objects—they can even sustain a mood. Conversely, custom images are created exclusively for your brand through an in-house or freelance graphic designer or photographer. Each path presents its own advantages as well as challenges.

Stock Images

The main draw of stock images? They are quick and easy. When housed in a large database such as Shutterstock, it takes only a cursory search to find an image for a newsletter, report, or blog post. Not only do these save time, they keep money in your pocket, generally costing much less than a custom photoshoot or design. Most sites housing stock images offer subscription services, with monthly or annual plans. Images can be paid for individually, but subscriptions offer more bang for your buck if you rely heavily on stock.

However, before you click “add to cart,” consider that stock images have become ubiquitous over the last few years, and not in a positive way. Ask anyone their impressions of stock imagery and the word “generic” probably comes to mind. The average customer or client places more value on authenticity and can spot a stock image from a mile away. Breck has written a more in-depth blog post about the challenges of using stock images.

Custom Images

Custom images make up for increased cost and production time in their ability to hone in on what you really want to communicate. We asked Breck designers for insight on this subject. Katerina Tzamarias explains, “For me as a designer, I always go for custom making a graphic. I think it visually speaks to the audience or reader more directly. And, of course, each graphic is a chance to create something new!“ In addition to better reaching your audience, you also develop authenticity by creating custom images that fit your brand. The last thing you want is for your work to come off as fake. For example, instead of using random images of strangers, humanize your organization by using photos of real employees or clients.

Barbara Clifford says, “It is always good to use quality custom images when the image or art supports the idea and hits the correct target audience.” However, she must make considerations when deciding between custom or stock: “Time and money are key. If there is no extra money to hire a photographer or an illustrator with a particular style, then royalty free stock will be required. Also, what needs to be considered is the time it may take for the designers to create an image. If there is no budget for time, then royalty free stock might be a better option.”

Improving Stock Images

If time and money require you to use stock images, you can modify them to enhance your brand without breaking your schedule or budget.