Image search persona techniques and systems are described. In one or more implementations, a digital medium environment is described for controlling image searches by one or more computing devices. An image search request and an indication of one or more personas of one or more respective users associated with the image search request is received by the one or more computing devices. The one or more personas specify characteristics of the one or more respective users themselves. A plurality of images are obtained by the one or more computing devices based on the image search request. The plurality of images are filtered by the one or more computing devices based on the one or more personas and a search result is generated by the one or more computing devices from the filtered plurality of images.