Using images in content

Images help people understand content only when they add value. This page helps you decide whether an image is needed before adding it to a web page.

Where images help most

Services usually work best without relying on images. Try to solve the problem using words first.

Images can be useful when they:

• illustrate a process, task, or workflow
• highlight key information
• 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, using as few elements as possible to avoid overwhelming readers.

Avoid adding multiple images that do not support understanding. They can distract users, reduce scanability, and increase load times, especially on smaller screens or slower connections.

Decide if an image is needed

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

Ask yourself these questions:

• Will this image help people understand the topic in a different way?
• Do users need it to complete a task or understand the information?
• Do you have the rights and permissions to use the image, especially if it shows people?
• Does it repeat information already explained in text?

Include the image if it adds value and the information can be made accessible.

Do not include the image if it does not add value or repeats information already explained in text.

Consider how people experience images online

Not everyone experiences images the same way. Online, images behave differently than in print.

• Partially-sighted users or those on small screens may need to zoom in
• 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

Ensure essential information in images is accessible to everyone.

Next steps

Use the Checklist for using images before publishing.

If you are unsure whether to include an image, contact the Communications and Marketing team for advice.