BE IMAGE CONSCIOUS IN ALL FACETS OF LIFE
15TH MARCH 2021
Back in August last year, I remember an article that went live which said recent data from Getty Images shows an increase in search for more diverse photos. This includes varying body types, races and genders. This is encouraging to see, but we need to ensure we see more progress in visual representation.
Now, we're definitelty not in the starting blocks on this, far from it. Back in 2019, Dove announced it had partnered with Getty Images, Girlgaze and women around the world to create the world's largest photographic stock library created by women and non-binary individuals. It's fantastic to see announcements like these, and others, try to break visual stereotypes and cliches because we know stereotypes are among the biggest drivers of how we treat each other and how we are treated.
Anyone working in marketing communications wields enormous power. We're creative gatekeepers who shape narratives and visual representations that are supposed to reflect the richness and diversity of people's lives and experiences. Getting this wrong, repeatedly, will set back progress.
Last summer, Getty Images announced it had created an Inclusive Visual Search Guide designed to assist brands and businesses in making intentional content choices which drive authentic and inclusive representation in visual communications. Here are some top tips of things to consider from a D&I standpoint when you're creating presentations
1. CHECK YOUR OWN BIASES BEFORE YOU SEARCH FOR IMAGES
Try to identify the biases and stereotypes you may carry. Educate yourself as to the potential prejudices your selections may have revealed, and then seek out resources that will help you to make better choices. It's surprising how we will always naturally gravitate towards image that looks familiar or reflects our own race / background / gender so by being conscious about our biases, we can at least challenge our own selection.
2. EXPAND YOUR IMAGE GALLERY UNIVERSE
There are now many different image galleries available online which have a broader range of diverse and authentic images that you can use alongside Google Images. Take the time to find the right image to bring to life your ideas - it's a real bugbear of mine when people get sloppy with images in slide decks because it can distract from what you're really trying to say. I've seen clients dismiss a great idea because the image was well off the mark. Some galleries you may want to check out include: Mocha Stock, Tonl, Diversity Photos, and Picnoi.
3. PLAY AROUND WITH FILTERS
Searching through images on a stock photo service can be a hard slog. If you are lucky, the first dozen or so photos yield a broad cross sample of people. Otherwise, you are combing through a rather homogenous selection. I know I've done this, entered "person in meeting" into an image search function and the results I get back are often infuriating. However, many image galleries have added enhanced filters to their search functionality to make it easier to find what you want and get beyond the usual cliches. I mean, grey haired, 50 year old men are not the epitome of 'person in meeting' so build in time to search for the right images - don't make it the thing you do at 11pm the night before the big meeting.