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1. Always provide alternative text (alt text) for meaningful images. Decorative images should not be given descriptive alt text. Read “How to Add Alternative Descriptions to Images” below.
2. Use headings (Heading 1, Heading 2, etc.) to organize content in a logical order. Headings should describe the structure of the page and should not be used simply to change the size or appearance of text.
3. Use bold and italics for emphasis, not page structure. Do not use bold, font size, or other visual formatting in place of headings.
4. Make video and audio content accessible. Videos with spoken audio should include accurate captions, and audio-only content should include a transcript. Additional accessibility considerations may apply depending on the content.
5. Use descriptive link text. Links should clearly communicate their purpose or destination. Avoid generic phrases such as “Click Here” or “Read More” when they do not provide enough context. Avoid opening links in a new window or tab unless necessary. If a new window or tab is required, let the user know.
6. Make documents and downloadable files accessible. PDFs, Word documents, PowerPoint presentations, and other files posted to the University website must meet accessibility requirements.
7. Use sufficient color contrast and do not rely on color alone to communicate information. Text should be easy to distinguish from its background, and information should remain understandable without relying solely on color.
8. Make content usable with a keyboard. Users should be able to navigate and interact with website content without requiring a mouse.
9. Avoid flashing, blinking, or rapidly moving content. Content that flashes can cause seizures or other physical reactions. Content should not flash more than three times in a one-second period or otherwise exceed WCAG flash thresholds.
10. Use clear, straightforward language. Write in the simplest language appropriate for your audience and review content for spelling, grammar, clarity, and readability.
11. Keep content and page layouts as simple as possible. Complex layouts and unnecessary visual elements can create additional accessibility barriers.

What Is Alternative Text?

Alternative text, commonly called alt text, is a short text description that communicates the purpose or important information of an image to people who cannot see it. Screen readers can read alt text aloud, helping people who are blind or have low vision understand the content and purpose of an image.

Good alt text depends on the image and the context in which it is being used.

Where Do I Put Alternative Text?

In Drupal:

1. When inserting or editing an image, look for the Alternative Text field.
2. Enter the appropriate alt text for the image.

Updating Alternative Text for an Existing Image

1. Navigate to the image in the Media section.
2. Select Edit.
3. Add or update the text in the Alt Text field.
4. Save your changes.

How to Write Good Alternative Text

1. Describe the purpose: Consider why the image is on the page and what information someone would miss if they could not see it.
2. Be concise: Include the important information without unnecessary visual details.
3. Be contextual: Alt text should reflect how the image is being used on the page. The same image may need different alt text in different contexts.
4. Avoid unnecessary phrases: You usually don't need to begin alt text with “image of,” “picture of,” or “photo of.” Screen readers typically identify the content as an image.
5. Don't repeat nearby text: If the same information is already provided in surrounding text, avoid unnecessarily repeating it in the alt text.

Examples

Too vague:
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Better:
“Students walking across the Westfield State campus green”

Too detailed:
“Students walking across the Westfield State campus green on a sunny afternoon with seven trees, several chairs, a blue sky, and Ely Hall visible on the left”

Include those additional details only if they are important to understanding the purpose of the image.

Remember

The goal of alt text isn't to describe every visual detail. Ask yourself:

“What information or purpose would someone miss if they couldn't see this image?”

Use your answer to create clear, concise, and meaningful alt text.

When adding images to an email in Outlook:

1. Right-click the image.
2. Select Edit Alt Text.
3. Enter a brief description that communicates the image’s purpose or important information to someone who cannot see it.

Whenever possible, keep visual content simple and avoid complex images when the same information can be communicated clearly using accessible text or webpage content.

Complex images, such as charts, graphs, diagrams, maps, and infographics, may contain information that cannot be adequately explained with alt text alone. If a complex image is necessary:

1. Provide brief alt text that identifies the image and its purpose.
2. Provide a longer description that communicates the important information presented in the image.
3. Do not rely on the image alone to communicate essential information. Whenever possible, provide the important information or data as accessible text on the webpage.

The goal is to ensure that someone who cannot see the image can still access the same important information.

PDFs and other documents posted on the University website must be accessible to people with disabilities and meet applicable accessibility requirements.

Whenever possible, consider providing information directly on a webpage instead of uploading a PDF. Web content is often easier to access, navigate, update, and maintain.

If a PDF is necessary, the individual or department responsible for the document must ensure that it is accessible before uploading it to the University website. Depending on the document, this may include:

• A logical reading order and document structure
• Proper headings
• Alternative text for meaningful images
• Accessible tables and links
• Sufficient color contrast
• Descriptive document properties and title
• Accessible form fields, when applicable

Complex PDFs may require additional accessibility remediation. In general, simpler documents are easier to make and maintain as accessible.

Learn more on how to create accessible PDFs