We don't hate stock imagery. Far from it – it exists for a reason. It’s fast, affordable, and can help plug visual gaps when you're in a tight spot. There’s no shame in using a tasteful stock photo for a blog header or social post when time is tight. But if you rely solely on stock imagery to tell your brand’s story, you’ll end up sounding like everyone else.
Stock images are made for mass appeal. They’re designed to be neutral, universal and inoffensive. They speak to anyone and everyone, and in being so universal, they lack real depth and character. While that can be useful, it also means they lack context, individuality, and emotion.
What is stock photography, and why do so many companies use it?
Stock photography is a library of pre-shot images that anyone can use either for free or by paying a one-time or ongoing fee. If you own a business where a lot of photography is used, you can sign up to a monthly subscription for stock imagery. One of the most famous providers of stock images is Shutterstock. These photos are usually created with broad, non-specific use in mind. Think people shaking hands, laptops on desks, smiling professionals, city skylines, various places in nature and so on.
It’s easy to see the appeal of stock photography. Sourcing it is quick and easy to do. For small businesses or early-stage projects with limited budgets, it’s often the only practical option. But there’s a catch: because stock imagery is designed to be universal, it rarely speaks directly to your brand, your product, or your audience. In fact, the more widely used an image is, the less impact it tends to have. When hundreds of companies use the same images to represent wildly different businesses, your brand can start to feel invisible.
What illustration can do that stock photos can’t
Custom illustration is more than a stylistic choice – it’s a strategic one. Illustration gives you total control over mood, tone, and message. You’re not limited by what already exists in a stock library. Instead, you’re creating visuals that precisely reflect your brand's character, tone of voice, your user journeys and your values. Illustration can express your values visually without relying on metaphors that feel tired or forced.
Consider for example a SaaS (software as a service) company that features a stock photo of a person smiling at a laptop. It all feels a bit like we've seen it before. An alternative illustrated scene with friendly characters would make the brand really stand out, especially when its competitors are all using similar computer-based stock photography.
A visual style that’s truly yours
One major advantage of custom illustration is that you own it. There's no worrying about licensing rights, attribution, or your competitors using the exact same images in their next campaign. You’ve created something truly unique and beautiful. Illustration also scales beautifully. Whether it's flat, textured, 3D or animated – it can be extended across your site, product, social media, pitch decks and internal tools. That consistency builds trust. Remember that strong visual branding isn't just decoration – it creates recognition.
Illustration brings a human touch
Illustration gives brands a way to connect emotionally – especially in digital sectors where warmth and nuance can be hard to communicate. That’s why more companies are leaning into soft shapes, hand-drawn textures, or expressive character work.
A finance app might feel cold and corporate with purely photographic content. But introduce a suite of illustrations showing real-world scenarios, relatable characters or moments of relief and suddenly, you're not just selling features – you're telling a company story that users relate to.
Avoiding the pitfalls of visual cliché
The problem with stock isn’t just repetition, it’s cliché. How many times have you seen smiling people shaking hands in a stock photo? Or a group of people pointing at a laptop and smiling? Or maybe a stock photo of a group of trees with the intention of representing a company's green credentials? These images feel very stale and unauthentic, which can undermine your credibility if used too much. They also fail to make your business stand out as different within its market.
Illustration gives you a flexible storytelling tool that's designed specifically for your brand.
Where stock photography often relies on pre-built scenarios, illustration allows you to be as creative as you like. You’re not boxed in by what’s available – you’re designing what’s necessary.
Let’s say you want to depict something abstract like 'navigating uncertainty', or 'ethical growth'. Try finding a stock photo that tells that story authentically. You may end up verging into an area that feels unintentionally cheesy. Illustration, on the other hand, lets you visualise these ideas with metaphor, colour and style, which helps to evoke the emotion behind the concept.
Illustration also allows you to reflect your brand’s personality. Whether that’s playful, refined, rebellious, warm, or deeply technical. You can create visual language, with an emotional vocabulary that stock photos simply can’t replicate. This in turn is also good UX.
When to use both: photos + illustration
This isn’t about declaring war on photography. In fact, the most engaging brands often combine both, grounding their messaging in real photography while using illustration to add emotion, nuance, or storytelling. Some brands use illustration to build out visuals that complement their product shots or team photos. Think illustrated icons, overlays, interface elements, or scenes that suit their photography rather than compete with it. Others use illustration to frame or stylise real images, turning otherwise plain photography into something more engaging and brand-aligned.
Combining illustration with photography boosts flexibility without losing focus. The goal is always the same – create a cohesive, meaningful experience that reflects the heart of your brand.
Show, don’t settle
Stock will always have its place. But when it comes to showcasing your brand in a crowded market, telling your story, and building emotional connection, nothing beats something uniquely made.
Illustrations help users understand who you are, how you think, and why your company is different. In a world saturated with similarity, that difference matters more than ever.
