The photo below is an almost perfect stock photo. It’s not cutting
edge; it’s not trendy. It’s not hip or cool. What it IS is a photo that
will license again and again for years…extending its revenue stream
long after its production costs have been recouped even with today’s
lower fees. This is a photo with a very long tail.
I first analyzed the image for my blog on
Dreamstime
when it showed up as one of the best sellers two years ago this month.
I have also discussed it in my upcoming book. Initially the image
seemed a very simple and easy photo to plan and take. But once I
deconstructed it, I understood the amount of thought, research,
experience and planning that went into the creation of this clean and
versatile photo and its variations. I’m reminded of what the IT guys
always say when a seemingly trivial request is made for a programming
change, “Simple doesn’t mean easy.”
A 'perfect' stock photo. ©Iofoto
The image is a subject-based winner. Among the most consistently
popular stock photo subjects are family related. When photos with these
themes also spell “happiness/love/caring”, the image has a lead over
all others. Images of families are used for financial services,
vacation and hotel packages, for religious publications and a myriad of
editorial uses on websites on a zillion topics.
A beach location is a great choice. Stock photo buyers often want
‘aspirational’ images that show an idealized place or situation. The
beach is such a place in all societies. It is a place we vacation; go
for weekend relaxation, education and fun. The exact geographical
location is not identifiable. The location is non-specific
geographically and yet still shows a top vacation spot: the beach.
Seasonality. Because of wardrobe choices and the quality of the
light, the photo could have been shot in spring, summer or early fall
adding to the versatility of the image.
Style. Both the photographic style and the models/wardrobe/scene are
relatively timeless. There is no skyline to go out of date; the
clothing is non-specific and not tied to any fashion.
Palette/Wardrobe: The model’s clothing compliments the colors in the
scene. Because there are blues, pinks, tans and yellows in the palette
almost any color typeface could coordinate with the image. Shirts lack
logos and the fabrics are all solid colors.
Casting: The models form the perfect, idealized family and yet they
aren’t so beautiful as to look unauthentic. Their pose is relaxed and
happy. (Just the way we all imagine the perfect family vacation.) Even
the preteen girl appears to be pleased to be with her parents. (Anyone
who has attempted to take a daughter of this age on a family vacation
knows that IS really an idealized image.) The image depicts the
vacation every family aspires to have.
Similars of popular photos can also be top sellers. ©Iofoto
Composition: Dad is at the top of a pyramid, representing a
conservative (and thus good for middle of the road adverts) family
relationships and the models are posed off center to leave lots of
space for type. The background is clean and simple. In both photos, the
photographer for Iofoto,
Ron Chapple, has left ample space for insertion of a product shot,
headline or copy. He has also offered the stock photo user several
formats. Here we show the vertical and the image that he has prepared
as a square.
Good keywording has also contributed to the success of these two
images. Look up the keywords by clicking on the photos and you’ll see
what I mean.
©2010 Ellen Boughn