iStock provides visual content to SMBs, SMEs, creatives and students globally. To encourage more inclusive use of content to promote mental wellbeing, iStock has released new guidelines for businesses to find and select imagery that will effectively communicate mental health issues without stereotyping.

The research aimed to show how imagery can be used to progress the conversation around mental and physical wellbeing, after research found 94% of people believe them to be equally important.

The research aimed to show how imagery can be used to progress the conversation around mental and physical wellbeing, after research found 94% of people believe them to be equally important.

iStock provides visual content to SMBs, SMEs, creatives and students globally. To encourage more inclusive use of content to promote mental wellbeing, iStock has released new guidelines for users to find and select imagery that will effectively communicate mental health issues without stereotyping.

The data collected from iStock’s research platform Visual GPS, shows that the Covid-19 pandemic continues to take a toll on people’s mental health, with 1 in 5 people citing continued feelings of discomfort, anxiety and mental health as their biggest worry.

Further findings show that 94% of respondents believe that it is equally important to take care of themselves emotionally as well as physically, with 92% expressing a desire for better representation of mental health issues in visual communications.

When analysing parents’ perceptions of mental health, one in four stated they were concerned about their child’s mental health. There is a clear need to openly discuss mental health, however most imagery often fails to accurately portray the experience of those suffering.

To respond to these findings, iStock has created seven guidelines to help businesses choose imagery that will elevate rather than avoid the conversation around mental health. To begin with, businesses should move away from cliched images and common stereotypes such as people sitting in dark corners or clutching their heads, as this does not reflect what it looks like in real life.

Visual comms around mental health should prioritise inclusivity instead of relying on images of able-bodied white women. This lack of diverse representation could reinforce existing stigma within minority groups that discourages people from seeking mental health support. The same sentiment goes for gender stereotypes as mental health is something that affects everybody across gender identity, race, ethnicity, age and ability.

iStock encourages businesses to change the narrative around mental health and showcase people getting support in the community rather than being isolated and alone. Focus on making mental health an approachable and surmountable issue. Equally, visual comms should encourage self-care and incorporate imagery that shows people relaxing and participating in wellness activities.

The guidelines warn brands to stay away from illustrations of brains and disembodied heads as they can feel too detached or impersonal. Brands should also avoid over reliance on exercise as a stylistic device when depicting wellness, for example images of women practicing yoga are popular in visual comms. This alienates sufferers of mental health with toxic positivity says iStock. Instead, brands should opt for images of a healthy reality that encourages and empowers people to adopt healthy behaviours.

Finally, iStock says brands should avoid inaccurate stereotypes around mental health relating to violence, instability and criminality. This means eliminating imagery including negative or harmful behaviours which could trigger audiences and cause fear and apprehension around mental health conversations. Businesses should be clear and intentional about the use of imagery, why the image is being used and what it communicates.

Jacqueline Bourke, head of creative insights EMEA at iStock, says, “It is crucial for small-and mid-sized businesses everywhere to still consider how they craft communications and guidance to ensure that their staff feel confident, informed and secure, and as though their wellbeing comes first. Visuals will be a core element of those communications, but what’s equally important is choosing imagery which highlights that employers care about employees’ mental health.”