Creating digital communications

Alternative text, or alt text, is read out by screen readers.  It is also displayed if an image does not load on the page, or if images have been switched off.

All images, except decorative images, must have alt text. This includes images on social media posts, web pages, intranet pages, and downloads.

Alt text should

• describe the photo, including specifics of people/location, but not in too much detail - be concise
• give essential elements of description while conveying why the image is present
• not include ‘image of...', 'photo of...', 'graphic of...' - it's already clear your alt text is referring to an image
• use normal punctuation, like commas and full stops, so the text is easy to read and understand
• not include the word 'logo' for organisation logos - just use the name of the organisation
• convey all of the information that can be read in charts, diagrams, or graphs - it's not enough to repeat the title such as 'Structure of organisation' or 'Budget for 2022-23'
• for complex charts or diagrams, a data table or full-text description should be provided alongside the image as an alternative version. The alt text for the image should still describe the general content

Examples of alternative text

Alt text: Piles of coins showing total savings of £165.260 million between 2010 and 2020 and proposed savings of £10.006 million in 2020/21

Alt text: A residential street is being resurfaced. There are various council vehicles present for digging up the road, with a road closure sign and traffic cones.