A practical guide to the importance of using diverse visuals and how to find the best content for your project
Computer Vision based recommendations
What is Visual GPS?
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At Getty Images, we believe in the power of visuals to change perceptions and inspire—elevating diverse narratives that can alter perceptions, evoke empathy, and build community.
Getty Images' proprietary data and expertise as the world's leading visual content provider fueled the insights that inform the DE&I Imagery Toolkits. We analyzed millions of annual downloads and billions of searches, tapped into Getty Images Visual GPS research a to provide actionable insights to help us all be more inclusive in visual storytelling.
Visuals in marketing are powerful.
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Download the DEI Imagery Toolkit
There is real opportunity for brands to connect with consumers using visual identity. The best marketers today are shifting from an aspirational approach to an authentic one in the representation of their brands core values. A large part of their success comes from understanding how bias is experienced. Visual GPS found that two-thirds of people today, regardless of gender, feel bias.
Bias must be addressed directly, visually, and intentionally by brands. The pictures in our minds create unconscious bias that impacts our day-to-day thoughts and interactions.
Brands Play an Important Part in Changing Perceptions
Moving from what’s familiar to what’s real
8 out of 10 people believe that seeing different people is good -- but an equal number feel more comfortable with seeing what is known
Build an inclusive narrative
70% of women don’t feel represented in media & advertising.
94% of brands show women in a primary role, but it’s
94% of brands showed people of color, but only 15% were
culturally represented by more than their skin color.
People of Color
Less than 1% of ads represented people with disabilities, despite the fact that 1 in 4 adults live with a disability.
People with Disabilities
Source(s): Edelman Intelligence, Deloitte Heat
67% of people who have experienced bias report the importance of buying from companies that celebrate diversity of all kinds. The #1-way consumers know that a brand is committed to diversity is through culturally accurate visual representation.
Almost 8 in 10 people, globally, expect that brands will be consistently committed to inclusivity and diversity in their advertising.
Consumers, especially black and younger demographics, expect brands to respond with empathy towards those who suffer from discrimination. It isn’t enough to have people of various ethnicities, backgrounds, and appearances.
size and type
Companies today are challenged to do a better job at capturing people’s true lifestyles and cultures.
67% of consumers believe “It's important to me that the
companies I buy from celebrate diversity of all kinds”
Consumers Want Brands to be Visually Inclusive
Search and action as Indicators of Interest
People who experience bias are driving activism and demand more authentic representations of diversity online, and especially on social media.
Brands can learn from the search behavior of their existing and prospective customers to guide their use of culturally relevant imagery.
Search terms for different race and ethnicities, gender, age, and body are trending higher than expected.
+298% growth in search for diversity & inclusion
YoY 2020 vs. 2019
diversity + inclusion
In 2020-2021 customers also expanded their view with searches increasing around:
Getty Images searches:
By the Numbers
None of us are just one thing. Many people belong to multiple identities and, as a result, they experience bias or discrimination across many fronts simultaneously.
When we consider the layers of identity that impact people's experiences, we can more effectively tell true, authentic visual stories.
Search Practices to Promote Diversity
Race & Ethnicity
Gender encompasses attitudes, feelings, roles and behavior. Think of gender as two concepts: gender identity, how you see yourself; and gender expression, how you express your gender identity.
Within each community, click on 'Suggested Keywords' to view a sample Board of images.
Click the ‘X’ in the upper right corner to close these instructions.
78% believe people should be free to express
their gender through clothing, hairstyles and mannerisms
Latino or Latina or Latinx
Aboriginal Australian Ethnicity
Middle Eastern Ethnicity
Pacific Islander Ethnicity
Native American Ethnicity
Search race & ethnicity by using the broad ethnicities listed in the Filter Panel on the left side of your Getty Images' search screen. Or you can include an ethnicity in your search string, i.e., Filipino Ethnicity AND female NOT male.
As of the 2019 Census, there are nearly 118 million people
in the U.S. who identify as race other than white.
Using the umbrella term LGBTQI+ encompasses a panoply of orientations outside of heterosexuality, but the following keywords can help find the specific imagery you are looking for.
42% of people want to see authentic representation across a wide range of people, lifestyles and cultures in brand advertising and communications
1 in 5 consumers experience bias based on body size, shape or type. Campaigns that showcase real-life depictions of bodies – male and female – are more positively received by audiences. Authentic images of joyful people of larger body types stand out more to consumers than images of one-dimensional plus size women in stereotypical depictions such as exercising.
According to the CDC in 2018, the average weight
for a woman over 20 was 170.5 pounds.
Athletes with Disabilities
Persons with Disabilities
Imagery that highlights the individual rather than the physical or cognitive difference more accurately reflects the millions of people living with disabilities who live active, dynamic lives.
Less than 1% of ads represent people a disability despite the fact that
1 in 4 adults live with a disability
Disrupt Aging Collection
Mature Business Person
Senior Small Business
Young at Heart
Including older people from diverse backgrounds and lifestyles is a way to promote greater inclusivity and provides a more realistic reflection of the varied and important roles older individuals play in our lives. You can find specific age groups by using age group keywords: 50-59 years; 60-69 years; etc. then layer on keywords specific to your project.
80% of people 50+ say they are stereotyped by marketers
Star of David
Prayer Mat / Prayer Beads
A truly inclusive depiction of different religions means avoiding stereotypes and showing people outside of a religious context.
83% of the world's population consider themselves religious
It is our collective responsibility to promote realness. This is a not a trend, but an ongoing story about long overdue acceptance of our differences. Join us in our mission to promote powerful, relevant imagery that increases awareness, breaks stereotypes and drives advocacy for social issues.
Combine the diverse keywords with specific subjects to find the right content for your project. Click the keyword combinations to see the results for these subjects.
Change the image,
Change the perceptions
Fathers and daughter
Active and aging process
Disability and active lifestyle
Confident and body shape
African-american and workforce
Authentic and sexual orientation
The keyword system operates at every level of search, connecting broad concepts with granular results and automatically sorting them by relevance.
Specificity and Hierarchy
The Getty Images search engine has a robust database of synonyms, to provide contextual search results without entering exact phrases. For example, “Senior Adult" will also give results for “60-90 Years" and "Senior Woman."
Images and videos are annotated with characteristic keywords, allowing for a deeper dive into the Getty Images library. Search phrases are matched with similar keywords and automatically sorted for relevancy. Note: The order in which you specify keywords has no impact on the results.
Effective search terms and keyword concepts to help you find the perfect images and videos for your project.
A few details to note before you begin your search...
Begin your search on the homepage for creative images and videos.
Enter keywords describing the content you need
Explore inspirational Boards and top trends by content type
Select Creative, Editorial or Video in the dropdown menu
Use Search by Image to upload a photo and find visually similar content
Create, Edit and
Find the perfect image or video for your query, along with related searches.
Explore Search Results
Filter by agreement, to view imagery that fits your project plans
Click an image to view a larger size and see all details
Hover to show actions: save to Board, add to Cart, view Similar Images by color or content
Choose a different display style when viewing search results
Focus your results on content that fits your specific needs.
Refining Your Results
Open the Filter panel here
Add or remove keywords to search within and refine your results
Explore all the ways you can refine your results. Filter by orientation, resolution, number of people, age, ethnicity, color, and more
Open the details page for any image or video to see pricing, details, and keywords.
Embed, download a comp, or save to Board
Click the image to zoom larger. Next and previous arrows appear on hover
View more from the same series, or similar images and videos, if available
Explore relevant keywords associated with the content
Choose size and add to cart. UltraPack and download options appear when available
Click on the contributor/ credit name to explore the photographer's entire portfolio.
Use the asset ID number to quickly find your image again and to properly credit the asset
A new way to find what you need
For Creative Stills and Creative Video customers, who have found an asset that is almost perfect, Computer Vision based similar images lets them find assets that are visually like the one they are evaluating.
Computer vision is a field of Artificial Intelligence that enables computers to see, identify, and process images the same way that human vision does.
The models that we developed for our visual recommendations can detect various objects, colors, designs, and patterns within an image to build an understanding of its visual makeup and how similar it is to other images.
Computer Vision based recommendations
With computer based vision we can process our entire library very quickly
and continuously improve the relevance of the recommendations we make. Similar asset recommendations are available on all creative photo and video files, including content from other companies and even material you've shot yourself.
Features and benefits
Click the image above for an interactive demo. Once on the page, folllow along by clicking where you
see the yellow blinking dot.
Collect, collaborate, and share content with colleagues.
Saving Images with Boards
Edit the Board name and description
Show or add comments to Board
Hover over the Boards icon to create or view existing Boards
Add imagery with an asset ID number
Invite others to view
or edit your Board
Add notes to any item
Double-click for a list of asset ID numbers
Select multiple items to perform bulk actions, like downloading
or moving content
Select images or videos in your cart to license.
Sort items by Date added to cart or Selected for purchase
Remove items or save to
Complete checkout with selected items
Select items to purchase
Best match, Most popular, or Newest
Locations in the current results
Composition of people
Number of people
Age of people
Color picker or enter your own Hex color
Types of Creative Search Filters
Video resolution: 4K, HD, SD
Released for commercial use
Film technique and viewpoint
Creative Video Filters
Find what you need faster
Refine your search with these words:
No / Not: exclude items with this keyword (Sky NO Clouds)
Or: include either of the keywords (Sky Night OR Day)
And / commas: whether you use “and”, a comma, or a
space between two terms, you’ll get the same search results.
(Sky AND Clouds = Sky Clouds = Sky, Clouds)
Find images or videos with characteristics similar to the selected asset by exploring image tags and suggested similar images. Incorporate these tags into your search to serve up even more relevant imagery.
Go deeper, Expand your search
with these tricks
After you type in your keywords, use the term Choicepix
to see our Creative team’s favorite images.
Get curated results
Creative Search Tips
Refine your search further with these words:
No / Not: exclude items with this keyword (Sky NO Clouds)
Or: include either of the keywords (Sky Night OR Day)
And / commas: is assumed between terms
(Sky AND Clouds = Sky Clouds = Sky, Clouds).
Filter results by Best match, Newest, and Most Popular.
Find images or videos with similar characteristics to the selected content.
Search by Image
Drag-and-drop or upload an image to find visually similar content.
Click the credit link to find additional images or videos from the
Choose from two different search grid options.
Clarify ambiguous terms
Try expressing ideas in different ways to vary results or choose a more specific keyword at the bottom of the page.
By default, images with nudity are excluded from results. There is a setting
in the filter panel to include or exclude this content.
Easily return to any search result page by bookmarking it in your browser.
Automatic editorial search
Subjects that are primarily editorial (ex. Beyoncé) will automatically switch the result from creative to editorial. You can override this feature by using
the “for commercial use” filter.
Brands and products
When searching for creative images of products, you will get better results
if you search for generic items. For example, “cola” vs “coca cola”.
Creative Search Tips (continued)
Creative Keyword Inspiration
Auto Post Production Filter
Black and white
Setting and Location
Lean In Collection
Looking at camera
Fun AND laughing AND lens flare
Full frame AND nature
Lifestyle AND teenager
Moody sky AND hong kong
Looking at camera AND millennial
Learn the basic definitions of Getty Images and stock photography.
Purchased content that can be used without restriction—within the terms
of the license.
Download up to 30 images at once to start working with assets faster.
Organize your content and share a collaborative digital space with others.
Words and phrases used to find specific types of content.
Professionally photographed and art-directed content for commercial
or non-commercial use.
News, sports, and entertainment content, including archival images and videos.
Packs of imagery, videos, illustrations, and editorial content, bought in bulk, prepaid for savings.
Adjust search criteria to focus on exactly what you need.
Asset ID Number
Identification codes unique to each image, used for easy reference and
We are putting the Toolkit work into action by enabling Citi teams to source exclusive, custom-created visuals from Getty Images through our service called Custom Content.
results for these subjects.
Filling DEI Gaps with Content Creation
Move the World
The conversation around race and bias reached a crescendo in 2020. Consumers and corporations have realized the need for more authentic representation of underserved and/or disenfranchised communities in the media. But representation does not always translate to realness. Relatable images that look and feel real have a more powerful impact on how brands tell their stories. And, how customers respond.
Bias and the Media
“Stereotypes: the pictures in our
head that we use to fill in missing information”
Walter Lippmann, Journalist /America Writer
The symbiotic relationship between social media, activism and authenticity is clear. Consumers gravitate towards visuals that show diversity and everyday situations that feel like a "snapshot" or something they might take themselves.