Content

All alternative text of images should be written within the scope of the previous topic on Context. This will drive how the content needs to be addressed. The more important the image is to convey the needed information or message, the more detailed the alternative text. The less important the image, then a null or decorative designation should be considered. An image that is repeated throughout a website or document might be better with a minimal amount of text so the reader does not have to hear the same description multiple times.

Typically, providing information as to what an image is, such as photo or illustration, is only needed if it is important to the context. Does the user need to know what the image is?  Examples are images of people. If a person, or group of people, are being referred to in the text, it probably is not important whether it is a photograph or artist drawing. An image demonstrating human activity such as running, needs only be described as “Person running”. If it is an identifiable or famous person, then only their name needs to be included in the alternative text description. If the person is doing something related to the context of the website or document, such as signing a significant piece of legislation, then that activity needs to be included, “(person’s name) signing (the title of significant legislation)”.

Remember to record what is only important for the user to know. Details should only be added if their message is critical in providing information. Lengthy alternative texts are going to be heard by an end user who only wants what is important so be considerate of their time.