What to use images for
Only use an image if it directly relates to your content and helps to communicate your message more clearly.
Examples of when images can be useful include:
- images of staff and students wearing red t-shirts at an Open Day event, so that visitors know who to look out for when they arrive at an Open Day
- a headshot on a Person profile page, so that visitors can see what a member of staff looks like
- screenshots of a new digital platform to help the user understand how to log in and get set up for the first time
You can commission new images or use existing ones. Only use images which you have permission to use and make sure you add a credit to any images that require one.
Making images on a web page accessible
As a public sector body, we're legally required to make the content on our website as accessible as possible. Read our guidance on how to make images on a web page accessible to ensure your images are accessible to all website users.
When not to use images
Often, you won’t need to add images when creating web content, as they don’t add value to a page and could distract people from key messages. Don’t just add an image because an image component is available for your content type.
Examples of when you should not use images include:
- covering a page in decorative images because you want it to stand out or look visually appealing
- adding unnecessary images that aren’t appropriate to the content, such as a generic image on a Corporate information page about a University strategy
- using inaccessible images, such as images of text, as these can’t be read by screen readers
- adding QR codes to a web page, as they require the user to use two different devices - the exception to this is when it is a requirement to use a separate device to access the content
Although decorative images are often not needed on a web page, they can be useful in marketing focused content. For example, on a Campaign page for prospective students about living in Bath, including imagery of the city can show the reader what the city looks like. You must mark decorative images with the correct alt text to make them accessible.
Deciding if your web page needs an image
You may have been given an image to add to the website by someone else, or you may be considering finding one yourself. Before you can add the image to a web page, you should use this process to help you decide if your content needs one:
- Read through your web content again. Think about whether any of the content needs an image to convey your message more clearly.
- Consider what the purpose of any imagery would be. Your image may convey simple or complex information or readers, or it could be purely decorative.
- Find out what kind of imagery is suitable for each content type. Depending on whether your content is an Announcement or a Campaign, the tone of any imagery can vary.
- Check which of the components on your page include the ability to add an image.
You find further guidance to help you choose an appropriate image for a web page.