Introduction
Extensive user research across multiple Local Authorities has shown that images often frustrate customers more than helping them. This can be due to breaking reading concentration when they are placed inappropriately, or by lacking the alternative text (alt text) that assistive technology uses to describe them to customers with vision impairments.
Images can sometimes help with explaining complex information so we allow them to be added to content pages and articles if they provide the customer with additional information.
We do not allow the use of images on content pages if they do not give any meaning, or if they are placed in a way can interrupt the flow of the text, making it hard to follow. The placement of images on the page should be carefully considered. Avoid fitting text around images, instead place images at the beginning or end of paragraphs or sections.
Images of text
If an image contains text or important data, it is essential to explain that information clearly in the surrounding text. This helps people who use screen readers or have trouble seeing the image to understand the information. It also means that the message is not lost if the image does not load properly or is viewed on a small screen.
Infographics
We do not allow the use of infographics because they hold too much information to be described in the alt text, and must be entirely transcribed into the text, which makes the image redundant. While we understand they can be attractive for people without vision impairments, learning difficulties or cognitive disorders to look at, they are not accessible and should not be used on our web pages or articles.
What is alt text
Alternative text (alt text) is a brief written description of what the image looks like, that cannot be seen on the web page or article but can be read out to the customer by assistive technology so that they can understand it.
Good alt text:
- tells people what is happening in the image
- describes the content and function of the image
- describes the emotion being conveyed by the image
- is specific, meaningful and concise
- uses normal punctuation, like commas and full stops, so the text is easy to read and understand
Do not write alt text that:
- includes the name of the photographer or person who created the image
- starts with “Image of”, “Graphic of” or common information that would repeat across every image, because the screen reader is already going to announce that the element is an image.
- It is fine to explain if the image is an illustration or a photograph, if it is relevant to understand its purpose
- It is fine to explain if a photograph is in black and white or sepia. But it is not necessary to always specify that it is in colour as this is the assumed default
- repeats information from the page
- includes extra information not in the image
How to do it
To add an image you can click the ‘Add media’ button and then drag and drop your image into the media library, or use the ‘Upload files’ tab.
When you have added your image to the media library make sure to add the alt text in the ‘Alt text’ field on the right. It is not necessary to add a title to the image.
Captions
A caption can be added to your image, and this will show directly underneath the image on the web page or article you are creating. Use a caption to briefly explain what the image is, for example if it a view from a specific direction or taken on a particular date. It is not always necessary to add captions, only add them if you feel it adds helpful contextual information.
Why it matters
Not everyone reading your web page or article will be able to see it, or be able to read it without help from assistive technology. If your images are not accessible it can prevent customers from being able to understand your content.