Using images in content

Before you use images in content

Use this page to decide if an image is needed before adding one to web content.

When images help

Services usually work best without relying on images. Use words first, then add images only where they help.

Images help people understand content only when they add meaning. They can be useful when they:

illustrate a process, task, or workflow
highlight key information clearly
clarify complex information, such as charts, diagrams, or maps
support accessibility, for example showing visual information alongside descriptive text, like in easy read documents

Keep images clear, simple, and focused, with as few elements as possible.

Too many images can overwhelm users, reduce scanability and slow page load times, especially on smaller screens or slower connections.

If images include important information, it must also be available in text (alt text or nearby text).

How people experience images online

Not everyone experiences images online in the same way.

Partially-sighted users or those on small screens may need to zoom in or use screen magnifiers.
Users with colour vision differences may struggle with very low or very high contrast.
Users who cannot see images may rely on screen readers reading alt text.
Some users may block images entirely to reduce distractions, speed up loading, or save data on slow or limited connections.

All essential information in images must be available to everyone. Depending on the image, you can do this by adding alt (alternative) text to an image or putting image information in nearby text.

Decide if an image is needed

Write clear text first, then consider whether an image adds understanding for people.

Before adding an image, ask yourself:

Is there a real user need for this image?
Does the image help explain or clarify information in a way that text alone cannot?
Would the content still make sense if the image were removed?
Does the image avoid repeating information already explained in text?
If the image is decorative, is it really needed?

If you are unsure, start by explaining the information in text. You can add an image later if it helps.

If the image does not add anything useful to the content, do not use it.

If an image is needed

If you decide an image is needed, follow guidance for the type of image:

For detailed guidance and a full checklist before publishing images, go to Checklist for using images.

Key checks for images

Decide whether the image is informative or decorative based on why you are including it on the page. Then do the checks that follow.

Informative images help people understand essential information.

You should make sure they:

are needed for a real user task
have accessible text descriptions (alt or nearby text)
have sufficient colour contrast
remain clear when zoomed

Read about using informative images.

Decorative images do not add essential information.

You should still make sure they are visually clear and mark them as decorative so screen readers can skip them.

Read about using decorative images.

Optimise all images for the web

Ensure all images are optimised for the web so they load quickly and remain clear. This supports usability and accessibility for all users.

For detailed guidance, read Optimise images for the web

Avoid using images to display text

Avoid using images to display text wherever possible. Use real text instead.

If an image of text is essential (for example, a logo or part of an essential visual design), make sure the same information is available as text on the page.

For detailed guidance on images of text, read Using informative images.