Alternative Text & How to Write It

This guide was developed in alignment with WCAG 2.1 Level A/AA standards.

Alt Text, short for "alternative text," is simply a brief description of an image, designed to make visual content accessible to everyone. For users with low vision or visual impairments, alt text allows screen readers to convey what an image shows, helping them understand its purpose and context within the page. 

Additionally, if an image doesn’t load, the alt text will appear in its place, providing the missing information. This helps users still get important details, regardless of technical issues.

Alt Text Best Practices 

When writing Alt Text, keep it concise but meaningful. Here are some simple tips: 

• Avoid phrases like "picture of" or "image of." Jump right into describing the image. 

• Highlight key details. Describe only the important parts of the image, and avoid unnecessary details. 

• Limit Alt Text to 1-2 sentences. Short descriptions are easier to follow. 

• Be clear and objective. Describe what’s visible without assuming context, motivations, or other details that can’t be seen. 

• For images with text, include it. If the image includes words, transcribe them as part of your Alt Text.

Tip: A helpful approach is to imagine describing the image briefly over the phone.

Complex Images

For complex images, like charts or diagrams, WCAG suggests a two-part description: a short description and a longer description that conveys the essential information.

1. Short Description (Alt Text): A quick summary to identify the image.

2. Long Description: A more detailed explanation, ideally provided nearby, adjacent to the image.

Benefits for Growing Brands

As your brand grows, design decisions multiply—and that’s when inconsistency creeps in. With a design system, you create harmony across projects while speeding up the design and development process. Your team doesn’t need to reinvent the wheel every time. This leads to faster production, easier scaling, and a stronger brand identity.

Final Thoughts

A well-built design system is an investment that pays off in time saved, quality improved, and brand trust reinforced. For modern brands looking to scale with clarity and consistency, it’s no longer optional…it’s essential.