Understanding Image Usage

When you hire a photographer, you’re not just paying for their time and creativity—you’re also licensing the right to use the images they create. This is known as usage, and it determines how, where, and for how long you can use the photos.

Usage is based on three key factors:

1. Media

This refers to how the images will be used—for example:

• Print (magazines, brochures, packaging)

• Digital (websites, social media, email marketing)

• Advertising (billboards, online ads, posters)

• Editorial (non-promotional articles or blogs)

• Packaging (Product labels, retail boxes)

• Broadcast (TV, streaming content)

Different media have different levels of exposure and value, so rates vary accordingly.

2. Territory

This defines where the images will be used:

• Local – a city or small region

• National – within one country

• Regional – across a region like the EU

• Worldwide – global use (often applies to websites)

The broader the reach, the higher the usage value.

3. Duration

How long the image rights last:

• 1 Year

• 3 Years

• 5 Years

• Perpetuity (forever)

Longer durations typically cost more, especially if the images are used commercially.

Why Usage Matters

Usage ensures the images are priced fairly based on their value to your business. A photo used on a local blog doesn’t carry the same exposure or commercial impact as one used in a global ad campaign. By licensing usage properly, you’re also respecting the intellectual property of the photographer.

If you need help understanding what usage applies to your project, I’m always happy to advise and guide you through it.