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Identify the image’s role
Ask whether the image adds information, acts as a control or simply decorates the page. W3C’s image decision tree distinguishes these roles and recommends text alternatives appropriate to the purpose. For an informative project photograph, describe the relevant feature rather than listing every visible object. If the image contains a chart or complex detail, provide the important information elsewhere in readable text as well.
Review in page context
Avoid repeating a caption word for word if the surrounding content already communicates the same information. For a linked image, make the action or destination understandable. Test the page with images unavailable and check whether the project story still makes sense. Do not insert promotional keywords into descriptions that should help a reader interpret the content. Accessibility work is most useful when it follows the actual purpose of each image.
Put the guide to work
Include image descriptions in the content handoff to designers and developers. Leaving them until the final build can produce generic labels disconnected from the article. The editor who understands why a photograph was selected is often best placed to explain the information it contributes to the page.
Hypothetical example
A gallery uses identical descriptions such as premium project image for every photograph. The editor replaces them with concise explanations of the spaces shown and adds the floor-plan information in text. The page becomes easier to understand without relying entirely on the images.
Make it practical.
Use this checklist as you read. Checks are not stored.References & further reading
W3C WAI — Image text alternative decision tree ↗Published by Tap Tap Go. Product availability and eligibility vary by programme and market. About our stories.
