Using images in content

Before you use images in content

This page helps you decide whether an image is needed and what to consider before adding one to a web page.

On this page

When images help

Services usually work best without relying on images. Try to solve the problem using words first, then consider whether an image adds value.

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
  • 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 readers, reduce scanability, and increase load times, particularly on smaller screens or slower connections.

Some images include information that users need to understand the content. When they do, that information must also be available in text (alt text or 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 simply repeating information already explained in text?
  • If the image is decorative, is it really needed?

If the image does not add value or meaning to the content, do not use it. 

If you decide an image is needed, follow the relevant guidance to choose the right image type and make it accessible.

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

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 accessible 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.

Key checks for images

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

Informative images convey essential information. Make sure they are:

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

Read about using informative images.

Decorative images do not convey essential information. 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

Do not rely on images to show important text needed to understand the content. Text in images:

  • cannot be automatically resized or adapted by users
  • cannot be read by screen readers
  • may lose clarity on smaller screens

Examples to avoid: social media posts, document excerpts, quotes and key facts from slides or presentations

If text must appear in an image, provide the same content as written web text nearby so all users can access it.

It is okay to use text in images:

  • in brand logos
  • if an image happens to include text that is not essential to understanding the content

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 before publishing.