Image Files

Images can make a page more helpful, more inviting, and easier to understand. They can also create confusion if they are decorative, unclear, too large, or missing useful description. Before adding an image, make sure it supports the content and helps users understand the page.

 

Use images with a purpose

Only add an image when it helps the page. A good image may:

  • support the main message

  • show something users need to recognize

  • explain part of a process

  • help users find a location, service, or person

  • make the page easier to scan and understand

 

If the image does not add meaning, it may not need to be there.

 

Start by asking what the image is doing

Before uploading an image, ask:

  • Is this image decorative?

  • Does it help explain the content?

  • Is it being used as a link?

  • Does it contain important text?

  • Does it show something complex that needs extra explanation?

 

The answer helps determine what kind of description, if any, is needed.

 

Decorative images

Decorative images are used for visual style only. They do not add information and are not needed to understand the page.

 

Examples may include:

  • background images

  • simple dividers

  • generic stock photos

  • purely visual accents

 

If an image is only decorative, it usually should not compete with the page content. Decorative images should be used carefully so they do not distract from the main message.

 

Informative images

Informative images help users understand something on the page. These images should have a short, useful description that focuses on the meaning of the image in context.

 

Examples may include:

  • a photo of a clinic entrance

  • a diagram that supports instructions

  • an image that helps identify a person, building, or location

  • a visual that adds meaning to nearby text

 

The description should reflect why the image is there, not just what it looks like.

 

Less helpful

  • image of building

 

Better

  • Main entrance to the Medical Sciences Building

 

Images used as links

If an image is also a link, users should be able to tell where it goes or what it does.

 

Examples:

  • View campus map

  • Open clinic directions

  • Visit the department homepage

 

Do not rely on an image alone if the action is not obvious.

 

Avoid images of text when possible

Important content should usually be written as regular page text, not built into an image. Text inside images is harder to maintain, harder to resize, and easier to miss.

 

Avoid using images for:

  • flyers with important event details

  • announcements with dates and times

  • instructions

  • contact information

  • headings or buttons made from graphics

 

If the content matters, it should usually appear as text on the page.

 

Complex images need more explanation

Some images contain more detail than a short description can cover. These may include:

  • charts

  • graphs

  • infographics

  • maps with important details

  • diagrams with several parts

 

In those cases, users may need more explanation in the page content near the image. A short label alone is usually not enough.

 

For example, if a chart shows enrollment trends, the page should also explain the key takeaway in text.

 

Choose images that fit the page

Images should support the topic of the page and feel relevant to the audience. Generic or unrelated images can make a page feel less useful.

 

For example:

  • a patient services page should use images that support care, location, or access

  • a student resource page should use images tied to campus life, services, or student tasks

  • an internal service page may not need decorative images at all if the focus is completing a task

 

Use images that feel connected to the content, not just visually appealing.

 

Keep image quality practical

Images should be clear, properly sized, and appropriate for the space where they appear.

 

Before publishing, check that the image:

  • is not blurry or stretched

  • is cropped appropriately

  • does not look outdated

  • is not much larger than needed

  • works well on desktop and mobile

 

Large images can slow down the page, while poor-quality images can reduce trust.

 

Be careful with text placed on top of images

Text over images can be hard to read if the background is busy or low contrast. If text must appear on top of an image, make sure it stays readable across screen sizes.

 

In many cases, it is better to place the text outside the image instead of layering it over the image.

 

Before publishing

Use this quick review before adding or approving an image:

  • The image has a clear purpose on the page.

  • The image supports the content instead of distracting from it.

  • Decorative images are used only when needed.

  • Important text is not trapped inside the image.

  • Linked images clearly suggest the action or destination.

  • Complex images are explained in the page content.

  • The image is clear, relevant, and sized appropriately.

 

Related guidance: Content Development, Links, Tables, Media Files, and Page Description.