Using Unsplash Images for Commercial Web Projects
TL;DR:
- Unsplash images are free to use in commercial web projects under their license
- You can use them on websites, in marketing materials, and advertisements
- Popular images appear on thousands of sites, so customise yours to stand out
- Modify colours, crop creatively, or add overlays to make images feel more branded
- Mix Unsplash photos with custom imagery for better uniqueness
Unsplash gives you access to thousands of high-quality photos you can use on commercial websites without paying licensing fees. The Unsplash License is straightforward and covers most business uses, but there are smart ways to use these images so your site doesn't look like every other website out there.
Understanding the Unsplash License
The Unsplash License covers commercial use, which means you can drop these images into client websites, use them in marketing campaigns, or include them in any profit-making project. You don't need to credit the photographer, though it's good practice when you can.
The main restriction is that you can't sell the images themselves or use them to create a competing stock photo service. For web design work, this won't affect you.
Making Stock Images Feel Less Stock
Here's the problem with free stock photos: everyone uses the same ones. That stunning sunset or perfectly arranged workspace you found has probably appeared on hundreds of other websites.
Search beyond the obvious
Instead of searching for "business meeting," try more specific terms like "team discussion" or "office planning." Dig past the first page of results where most people stop looking.
Edit to match your brand
Don't use images straight from download. Adjust the colours to match your brand palette, crop them differently, or add subtle overlays. Even small changes make images feel more intentional and less generic.
Combine with custom content
Mix Unsplash images with photos you take yourself, even if they're just simple smartphone shots. This hybrid approach gives you professional-quality hero images while keeping some visual elements unique to your project.
Technical Considerations for Web Use
Most Unsplash images are large files that need optimising for web use. Compress them properly and consider different crops for mobile devices. The original photographer composed these shots for maximum visual impact, but you might need to crop them differently to work well as website headers or background images.
Some images work better as backgrounds with text overlays, while others need space around the main subject. Plan how you'll use each image before you download it.
When to Avoid Unsplash
Skip Unsplash if your client's brand needs to feel completely unique or if they're in a highly competitive market where visual differentiation matters. Also avoid it for images of specific products, services, or locations where accuracy is important.
For headshots, team photos, or images of actual products or premises, you'll always need custom photography.
FAQs
Can I modify Unsplash images however I want?
Yes, you can edit, crop, filter, and transform Unsplash images freely. The license covers derivative works.
Do I need to worry about model releases?
Unsplash doesn't provide model or property releases. If you're using images with recognisable people or private property in sensitive contexts, you might need additional permissions.
Can I use the same image across multiple client projects?
Technically yes, but it's not great practice. Clients expect their websites to feel unique, so reusing the same hero image across different projects isn't ideal.
What happens if an image gets removed from Unsplash?
Once you've downloaded an image under the Unsplash License, you can continue using it even if it's later removed from the platform.
Jargon Buster
Unsplash License – The terms that govern how you can use images from Unsplash, allowing free commercial use with minimal restrictions
Commercial use – Using images in any business context, including websites, marketing materials, or advertising
Model release – A legal document giving permission to use someone's likeness commercially
Stock photography – Pre-existing photos available for licensing, as opposed to custom photography commissioned for specific projects
Wrap-up
Unsplash works well for web projects when you use it thoughtfully. The key is treating these images as raw materials rather than finished products. Edit them, combine them with other elements, and make them work for your specific project rather than just dropping them in unchanged.
Remember that great web design is about more than just pretty pictures. Use Unsplash images to support your content and user experience goals, not as a substitute for thoughtful design decisions.
Join Pixelhaze Academy for more practical web design guidance and resources.