On the website, only use images if they help users understand important information.
If you need to use them, choose simple images that can be easily explained in a sentence or two.
Read more about when to use images in the Design System.
Choose images that are inclusive.
Avoid idealised, ‘photo-shoot’-style images of people. We want people to be able to identify with the images that they see. Choose normal pictures of normal people.
You should make sure images don't reinforce negative or stereotypical attitudes especially for ethnicity, age or gender. Studies have shown this can happen without us being aware of it. Keep this in mind when you're choosing images or reviewing content.
Images can be a useful way to help users understand something. But, not everyone can see them.
Alt text (alternative text) gives people who cannot see an image the same information as if they could see it. We add alt text to explain what’s in an image.
Alt text appears to the user when:
<aside> 📢 Read our guidance on writing alt text and using captions.
</aside>
On mobile devices, text embedded in images is usually not big enough to read. The text also can't be read by search engines or people using screen readers.