Above, five leading designers and photographers tell us what brands and consumers want from stock images in 2016.

All designers want to use stock photography, graphics and video that really engage the viewer. They want imagery that resonates with a brand's customers and potential customers, that intrigues them to learn more about the brand, and which reflects the parts of life that will be enhanced by the brand's products and services.

Adobe brought together some of the UK’s leading creatives at Shoreditch Studios in London for a discussion exploring how stock is shaking up the design world. The conversation included both creators and users of photography, and was hosted by tech journalist David McClelland.

Sharing their thoughts on what's hot in the stock industry right now were designer Gavin Campbell, photographers Sophie Ebrard and Paul Sanders, and Adobe’s Principal Solutions Consultant for Digital Imaging, Richard Curtis.

Through their discussions, which you can watch above, the five creatives identified three key attributes for effective stock imagery.

The first is authenticity. In 2016, people are media-literate enough to easily identify clichéd stock photos - with their perfect subjects and over-lit scenes – for what they are. Instead, consumers want to see more realistic-looking people with personalities you're attracted to and who exist in world’sthat - while you still aspire to them - don't feel out of reach.

The second trend is choosing the right image for the right media. From print to web to the multiple social media networks that exist right now – each has a different set of constraints that require tailored imagery to successfully secure (and hold) the attention of the viewer.

The third is the need to provide better work to tighter deadlines, while making it easier for creatives to integrate stock photography into their workflows. Here the conversation focussed on the innovative tools found in Adobe Creative Cloud and Adobe Stock, allowing you to search for the perfect asset from directly within the tools you use day-to-day, whether its Photoshop or InDesign or Premiere Pro. When you've found the right image, you can quickly save comps directly into these applications – so you can experiment with a range of different photos, graphics and clips with ease.

And when your project is complete and the client has given you sign-off, you can license all of the images you've used in a matter of seconds. The comps are instantly replaced by full, hi-res stills and footage – ready for you to output your final masterwork.

It's clear then, that – while it's changed and evolved dramatically over recent years – stock imagery and video are still an essential part of a designer's toolset. And when used with skill and thoughtfulness, they can have incredible impact.

To learn more about how Adobe Stock can help you create your best work, visit stock.adobe.com/uk