Use of images
Avoid unecessary decoration. Only use images when research indicates that it would be helpful to users.
Illustrations can help users to understand:
- a new or unfamiliar concept
- complex guidance when completing a task
- how to find a reference number on a document
Photography can add visual interest to a page. We use it mostly in internal pages and services.
Images must be relevant to the content, help users understand what they need to do and follow our guidance on the use of alternative text.
Please contact firstname.lastname@example.org for advice on image use and for original source files.
Illustrations or representative imagery
Illustrations must have a consistent style to create trust. This includes print products as well.
If your image represents something physical, such as a document, you should use the aspect ratio of that object.
Photography should be:
- relevant to the content
- people-focused, inclusive and reflecting the diversity of the people we serve
- accessible (don't place text on top of an image, use text as an image, or add unnecessary filters or effects)
- free from usage restrictions and permissible for use
They should not be:
- used to fill space or as decoration
- clip art or clichéd stock photography
Photography dos and don'ts
Alternative text, or alt text, is read out by screen readers for those with visual impairments. It will also be displayed if an image does not load or if images have been switched off. We recommend following the guidance in the GOV.UK Design System on the use of alt text.