Visual GPS
A practical guide to the importance of using diverse visuals and how to find the best content for your project
Understanding Inclusive Visual Storytelling
Diversity & Inclusion Imagery Search Guide
Computer Vision based recommendations
Creative Content
Purchasing
Boards
Image Details
Refining Results
Search Results
Getting Started with Search
Search Overview
Promoting Diversity
What is Visual GPS?
Click to go to:
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. ACTIONABLE INSIGHTS 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.
Download the DEI Imagery Toolkit
Visuals in marketing are powerful.
Back to Contents
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
Source(s): Edelman Intelligence, Deloitte Heat
Less than 1% of ads represented people with disabilities, despite the fact that 1 in 4 adults live with a disability.
People with Disabilities
94% of brands showed people of color, but only 15% were culturally represented by more than their skin color.
People of Color
94% of brands show women in a primary role, but it’s often stereotypical.
70% of women don’t feel represented in media & advertising.
Women
Build an inclusive narrative
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.
Gender
Sexual Orientation
Race/ethnicity
Age
Body shape, size and type
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.
Discrimination Drivers
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
VisualGPS
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.
"genuine"
+50%
"body positivity"
+58%
"real life"
+52%
In 2020-2021 customers also expanded their view with searches increasing around:
By the Numbers
Realness:
+298% growth in search for diversity & inclusion YoY 2020 vs. 2019
diversity + inclusion
Getty Images searches:
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
Religion
Ability
Bodies
Race & Ethnicity
Gender Neutral Gender Fluid Gender Equality Modern Manhood Androgynous Gender Non-Conforming Non-Binary Gender Genderblend Transgender Person Transperson LGBTQIA People LGBTQIA Rights
Recommended search terms
View the Curated Board
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 'View the Curated Board' 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
Asian Ethnicity Chinese Ethnicity Indonesian Ethnicity Filipino Ethnicity Latino or Latina or Latinx Hispanic Ethnicity Malay People Aboriginal Australian Ethnicity Middle Eastern Ethnicity Pacific Islander Ethnicity Multiracial Person Native American Ethnicity African-American Ethnicity Black Ethnicity African Ethnicity Pakistani Ethnicity Maori People
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.
LGBTQIA Person LGBTQI+ Rights Gay Couple LGBTQI+ Business Lesbian Bisexuality Polyamorous Gay Parents Gay Family Sexual Fluidity
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
#ShowUs Collection Body Positive Real People Real Bodies No Make-up Stretch Mark Freckle Comfortable Strength Confidence Vitiligo Body Shape Real Life Candid
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.
Disability Collection Dwarfism Athletes with Disabilities Mental Health Developmental Disability Physical Disability Persons with Disabilities Down Syndrome Cerebral Palsy Invisible Disability Autism Visual Impairment Deafness Sign Language Paraplegic Wheelchair Amputee
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.
Disability
Less than 1% of ads represent people a disability despite the fact that 1 in 4 adults live with a disability
Senior Adult Working Seniors Active Senior Disrupt Aging Collection Mature Business Person Mature Businesswoman Mature Businessman Senior Friendships Senior Parent Adult Offspring Mature Fitness 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
Modest Clothing Islam Head Tie Headscarf Star of David Menorah Prayer Mat / Prayer Beads Judaism Christianity Hinduism Buddhism Spirituality Tradition Faith
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
Active and aging process
Authentic and sexual orientation
African-american and workforce
Disability and active lifestyle
Confident and body shape
Fathers and daughter
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."
Synonyms
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.
Keyword Exploration
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...
Enter keywords describing the content you need
Create, Edit and Manage Boards
Use Search by Image to upload a photo and find visually similar content
Select Creative, Editorial or Video in the dropdown menu
Explore inspirational Boards and top trends by content type
Begin your search on the homepage for creative images and videos.
Getting Started
Filter by agreement, to view imagery that fits your project plans
Choose a different display style when viewing search results
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
Find the perfect image or video for your query, along with related searches.
Explore Search Results
Search for a term, see how it is trending & use the insights to choose the right visuals
Or click on one of these trending terms to inspire you
Use the filters to see what’s trending for a specific region, industry, or time frame
Click an image to find more insights and popular visuals from Getty Images and iStock
Get informed and inspired by interactive search trend data
Explore Visual GPS
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
Focus your results on content that fits your specific needs.
Refining Your Results
Embed, download a comp, or save to Board
Explore relevant keywords associated with the content
Click the image to zoom larger. Next and previous arrows appear on hover
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
View more from the same series, or similar images and videos, if available
Open the details page for any image or video to see pricing, details, and keywords.
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.
The technology
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
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.
A new way to find what you need
Click the image above for an interactive demo. Once on the page, folllow along by clicking where you see the yellow blinking dot.
Edit the Board name and description
Add notes to any item
Hover over the Boards icon to create or view existing Boards
Select multiple items to perform bulk actions, like downloading or moving content
Add imagery with an asset ID number
Double-click for a list of asset ID numbers
Show or add comments to Board
Invite others to view or edit your Board
Collect, collaborate, and share content with colleagues.
Saving Images with Boards
Sort items by Date added to cart or Selected for purchase
Complete checkout with selected items
Select items to purchase
Remove items or save to a Board
Select images or videos in your cart to license.
Shopping Cart
Video resolution: 4K, HD, SD Released for commercial use Film technique and viewpoint Frame rate
Creative Video Filters
Best match, Most popular, or Newest Orientation Locations in the current results Image style Composition of people Number of people Age of people Ethnicity Color picker or enter your own Hex color Image resolution
Types of Creative Search Filters
Filtering Creative Results
After you type in your keywords, use the term Choicepix to see our Creative team’s favorite images.
Get curated results
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
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)
Or: include either of the keywords (Sky Night OR Day)
No / Not: exclude items with this keyword (Sky NO Clouds)
Find what you need faster Refine your search with these words:
Creative Search Tips
Boolean operators 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). Sort by Filter results by Best match, Newest, and Most Popular. Similar Images 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. Contributors Click the credit link to find additional images or videos from the same contributor. Search grids 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. Nudity By default, images with nudity are excluded from results. There is a setting in the filter panel to include or exclude this content. Bookmarking results 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)
Real people Candid Hipster Lean In Collection Indie Lifestyles Looking at camera Posed Studio shot Beautiful people Millenial generation Portrait
Authentic or Posed
Looking at camera AND millennial
Outdoors Bedroom Sidewalk Chicago Hong Kong Dusk Night Morning Moody sky Scenery Illuminated Skyline Wedding Business office Restaurant Car interior
Setting and Location
Moody sky AND hong kong
Innovation Exhilaration Friendship Happiness Humor Innocence Journey Leadership Mystery Nightlife Resourceful Mastery Serene Dreamy Simplicity Zen
Concepts
Lifestyle AND teenager
Affectionate Shy Furious Worried Cheerful Bossy Sulking Running Swimming Cooking Dancing Drinking Bathing Sitting Reading
Emotions and actions
Fun AND laughing AND lens flare
Abstract Retro styled Auto Post Production Filter Personal perspective Defocused Blurred motion Close-up Black and white Double exposure Lens flare Aerial view Wide angle
Style and composition
Full frame AND nature
Creative Keyword Inspiration
Royalty-free Purchased content that can be used without restriction—within the terms of the license. Bulk downloads Download up to 30 images at once to start working with assets faster. Boards Organize your content and share a collaborative digital space with others. Keyword Words and phrases used to find specific types of content. Creative Professionally photographed and art-directed content for commercial or non-commercial use. Editorial News, sports, and entertainment content, including archival images and videos. UltraPacks Packs of imagery, videos, illustrations, and editorial content, bought in bulk, prepaid for savings. Filter Adjust search criteria to focus on exactly what you need. Asset ID Number Identification codes unique to each image, used for easy reference and record keeping.
Learn the basic definitions of Getty Images and stock photography.
Definitions
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
Available Toolkits
Upcoming Toolkits
Move the World
gettyimages.com
