We so often talk about how important it is to use beautiful and realistic photos or images in web design that sometimes it might seem like nothing else matters. Of course, that’s not true—but here’s the catch. There are still tons of websites online that use photos and visuals that simply don’t resonate with viewers. And that’s a real problem. A problem for the site owner, for the visitors, and from a marketing and usability perspective too. The virtual world should feel genuine, draw users in, and support a better mood and emotional state. Naturally, this will also lead to higher traffic and increased popularity.
That’s why, in the web design community, the term “authentic” photography is commonly used and prioritized. The authenticity of images allows users to feel what they see, to try and connect with the content. Today, we’ll explore the unusual trend of authentic imagery and how it's being used across various websites to achieve the best possible effect.
How to Tell a Genuine Image from an Ordinary One
Large images play a critical role in web design, helping users connect with a site. Many designers browse through countless projects and stock photo libraries in search of what they believe are extravagant, fitting visuals for a site they’re building. But not all of these images actually fit. Yet, they can influence whether a brand feels real, alive, and genuine. Here’s an example photo from Microsoft’s site—we’ll return to it later.
An authentic image is one that feels real and instantly connects with our consciousness. This can be achieved through photography—whether amateur or professional—video, or illustration. That said, authenticity doesn’t always mean realism. Even a simple cartoon or animation can come across as authentic and true to users.
So what’s the secret? Believability is the core of authenticity. Genuine visuals are those that match the specific project and target audience. They form a connection with users because viewers see something familiar—or an image of who they aspire to be—in the visuals you’re using. These images become part of a story your site is telling and help communicate that story through design.
These types of visuals make people feel something. They look real and express emotions and actions. Essentially, authentic images reflect real life—they don’t feel staged or fake.
Take a look at the websites of 301 Creativa Studio, Milu, Bills Khakis, Alpha Works, and Ballparks of America Website. All of them use realistic photography, even if it’s edited with filters and enhancements. Even the baseball team’s website feels grounded in reality. But take a closer look: they’ve chosen moments and angles that are memorable and eye-catching, capable of stirring emotions. Even if you’re not a baseball fan, watching a young team in action is still compelling.
On the other hand, take a look at the Alpha Works project. The designers used a video of their new office space and workplace environment to present the project’s culture. But notice this: everyone seems to be “over the moon” with laughter and joy. Every moment—team meetings, lunch breaks, casual chats—is filled with people laughing hysterically. Sure, office life isn’t always stiff or gloomy. But neither is it full of non-stop laughter. The video might look nice, but the emotions feel exaggerated. And that’s where it fails to be authentic. It becomes just another generic promotional video.
How to Find Authentic Images
So how do you pick the right images from thousands of stock photos—or your own camera roll—that truly feel authentic? How do you find them, use them, or even create them? Admittedly, it’s easier said than done. And one more thing to consider: do you even need them at all?
There are many ways to build a visual connection with users. If you have a professional photo/video team, go for it. But if not, your creativity is your best asset—creating authentic visuals on your own is entirely possible. That’s why we talk so often about Photoshop’s role in web design.
It doesn’t matter whether you’re shooting new photos, editing videos, or composing new visuals from existing materials. Here are a few ideas to start with:
Employee portraits for the contact or team page. This is valuable—even for small business websites. Group shots or individual portraits both work. Let team members pose however they like. Give them a chance to express themselves and their uniqueness. Check out examples from Yandex, Microsoft, Ubisoft.
You can even create a dedicated gallery for employee images and videos, as seen on the Microsoft website. It’s worth mentioning that Microsoft’s project is one of the most vivid examples of authentic photos. Despite being a tech giant, they showcase genuine portraits of employees who don’t look like actors or models. They’re just real people—with personality, style, mood, and uniqueness.
The same goes for company culture. You can show off your office space, how you celebrate team birthdays, corporate events, or just those little rituals that help build workplace chemistry. Photos of employees, clients, offices, coffee corners, lobbies, or production floors—there’s always something to photograph. No need to rent gear or hire expensive photographers. Your phone camera is more than enough. All you need is a good perspective, thoughtful composition, and a sense of style.
Want more?
You can create an entire visual section about your users. Ask them to submit their own photos or repost pictures you find through search engines or social media. If you’re building a community-based product, this will add massive value. If it’s a personal portfolio, try using a shot of yourself—one that captures emotion or uniqueness. Maybe even a cropped black-and-white shot of your hands while working. Find a way to make it feel human and real.If you run a bakery, use photos of real ingredients, the dough, or close-ups of the texture of your sourdough loaf. If you make clothes, capture textures and threads. If it’s a branding agency, shoot the brainstorming process. If you’re a motion designer, take a wide shot of your workspace setup. No matter the industry—you always have something worth showing. It’s all about how you present it.
What Authenticity Adds to a Website
Real photos and images help users better understand a product or business and make it easier to trust the brand. Many companies, studios, and even solo entrepreneurs often try to mimic Apple or Google. They build minimalist sites with sleek surfaces and just one image. But you’re not Google. And you don’t need to copy that look. A more authentic, human, and personal touch can help you stand out and connect faster with your audience.
Adding real images brings a range of emotional triggers into your project. That means visitors begin to emotionally engage with your work. When people see other real people—especially those they can relate to—they feel safer, more relaxed, and more likely to trust your brand or product.
Of course, authenticity can go wrong. That’s why you need to find the right angle, tone, or emotion. Try shooting different options, adding humor or unexpected details. For example, let someone pose with your product while holding a dog, or feature a staff member wearing something quirky. Sometimes all it takes is a funny sticker on a laptop or a coffee spill near a notebook.
People love emotionally resonant images. The only time they’ll judge an image as “authentic or not” is when something feels off or staged.
For design studios or agencies, authenticity can be shown through behind-the-scenes content, client meetings, or even brainstorming sessions. These types of images are relatable and compelling. If the images are authentic, your brand will feel honest and approachable. And that's what many users are looking for.
If you're managing a large site or company, consider organizing professional shoots with themes like:
- “a day at the office” with different employees and workflows
- seasonal moodboards or galleries (e.g., autumn, summer, winter at your office)
- photo sets for media or press kits—something beyond standard product images
- custom lifestyle imagery tailored to your audience’s personality and values
It’s also worth emphasizing that authentic design isn’t only for creatives. Even real estate agencies, construction firms, law offices, and logistics companies can benefit from using custom photos. Not everything has to be artsy or emotional. Sometimes, just an honest and clean image of your real workspace or happy client is enough.
Conclusion
Authenticity is a powerful tool. It creates trust and deepens the emotional connection between a website and its users. Whether it’s an e-commerce store, a personal blog, or a corporate portal—real, genuine visuals always work better than sterile, overproduced stock photos.
This doesn’t mean you should avoid using stock photography at all costs. Many stock images are excellent. But if they feel fake or irrelevant—users will sense it immediately. Invest time in creating or finding content that looks and feels real. Use photography that speaks to your audience’s emotions, daily life, or dreams. And remember: even the simplest snapshot can be 100× more impactful than the most expensive commercial shoot—if it’s real.