Images are amazing at delivering a huge amount of information in a split second. Looking at a picture, you can absorb space, emotion and human interactions. Look at paintings from 400 years ago and you can see how one person is in love with another, or clearly suspicious.

Humans are image-absorbing creatures. When faced with text, our minds create images to help us understand what the words are saying.

Photos are powerful weapons in the fight do illicit meaning, and you go and buy someone else’s stock art.

It’s like knowing your audience is hungry and delivering an image of food, someone else’s food.

The best images aren’t polished, they are real. They provide context and data. They snag in our memories. They build meaning.

And you are wasting that opportunity with stock art.

Just don’t.