A picture is worth a thousand say-so’s (or so I've read).

Design isn’t only about images. But, if you’re going to include images, you’d better make
sure they speak volumes, and not simply decorate the page or fill white space.

It used to be that the only images available to you to get your concept across were those
you conceived of yourself, then had illustrated or shot by the talent best suited for the job.
The end piece had a unified, ownable look, as if all images belonged to the same family
(the Brand family), all shot on the same day. The day of the family reunion, let’s say.
Those spoke volumes. 

Sadly, too many businesses spend gobs of money on developing a unique brand, only to
rely on the same stock images available to everyone else — including their competitors!
So, if they’re lucky, they’ll find and use some that speak volumes, but they'll always have a shared voice.

And they may end up looking like stepchildren.

Custom photoillustration for an Oticon Delta
B2B ad targeting hearing aid dispensers.