Images

Tips for writing an alternative text

• Present the content of the image.
• Be factual and brief.
• If the image is a photo, specify this last in the alternative text. Example:
  • Two people are cycling in a park. Photo.
    If the image is an illustration, write instead:
  • Two people are cycling in a park. Illustration.
• If you want to state the name of the photographer in the alternative text, place this last of all in the alternative text. Example:
  • Two people are cycling in a park. Photo. Photographer: Anna Andersson.
• Always end the alternative text with a full stop. Ending with a full stop means the screen reader will pause briefly before continuing, thus making it easier for the person listening.
• Certain images may need a more extensive explanation, for example an organisation chart. In this case you can either describe the organisation on the website where you are publishing the image or create a separate website for the description and provide a link to that page alongside the image.
  • An example of an alternative text for an organisation chart could be:
    Organisation chart for Lund University. Illustration.
• Images that only serve a decorative function should have an empty alternative text, then put in this text in the code: alt=””.
  Examples of decorative images include lines, arrows and dots.

Avoid

• Text within images.
• Writing alternative texts that are the same or similar to the adjacent text, for example the caption.
• Too long and detailed Alternative Texts, and avoid using technical terms.