When Images Carry a Message: A Guide to Alt Text

Aug 12

“Greater possibilities for communication thus turn into greater possibilities for encounter and solidarity for everyone.” - Pope Francis, Evangelii Gaudium

Think about the last image you posted for your business or ministry. Perhaps it was a product photo, an event flyer, a quote graphic, or a behind-the-scenes moment.

Now ask yourself: What message was that image meant to communicate?

That question is at the heart of good alt text, or alternative text. Alt text is “descriptive text that conveys the meaning of an image in digital content” to make it accessible for people with visual disabilities.

Alt text can be thought of as another way to practice digital hospitality and ensure that the message behind the images we’ve selected can be understood.

Why Visuals Matter

Images have more than simple visual appeal. Even ordinary imagery can reveal what is good, true, and beautiful.

Pope Benedict XVI said that art takes us beyond what we can see to reveal “our thirst for infinite beauty, for God.” Pope Francis echoed this in “Evangelii Gaudium,” writing that “every expression of true beauty can thus be acknowledged as a path leading to an encounter with the Lord Jesus.”

The visual elements we use online carry real meaning for the people we hope to reach, and making them accessible is key to more effective communication. By doing so, we help more people receive our message, perhaps even leading them to an encounter with Christ.

An Introduction to Writing Alt Text

When you add alt text to an image, it is read aloud by screen readers to help the user understand what the image shows or how it is meant to function.

The “right” alt text depends on the image’s purpose. Product photos, flyers, infographics, and social media content all have different descriptive needs. Start with a few basic guidelines:

Keep alt text brief.
A short phrase or two, without going into significant detail, will suffice. Use proper capitalization and punctuation.
Describe the meaning or function of the image.
Explain what is shown and relevant context, rather than just how the image looks. For linked images, describe the action that will happen.
Skip including “image of” or “picture of.”
However, it can be helpful to indicate if an image is a logo, painting, or illustration.
Include important text shown in an image.
But for text-heavy visuals like flyers or infographics, ensure key details are included in the surrounding copy.
Avoid filling alt text with keywords for search engines.
Though alt text can support SEO and AEO, it’s best to write for people.
Leave alt text for decorative images empty if allowed.
Embellishments like flourishes or dividers that don’t convey meaning don’t need alt text.

For example, instead of “product image,” more descriptive alt text might be “gold Miraculous Medal pendant necklace.” Instead of “event flyer,” try “flyer for the Catholic Women in Business in-person event in Houston, Texas, on August 6.”

There’s one important note: When possible, it’s best to avoid including text as part of an image.

For an email or newsletter, write text in the body and use images for visual support.
For a flyer, also include the event details in the caption, email body, or webpage.
For an infographic, summarize the main point in the surrounding text.
For a chart, explain the key takeaway nearby.
For a PDF image or scanned document, alt text alone may not make the document accessible.

We carefully choose the images we use online to cultivate our brand and communicate our mission and values. By incorporating meaningful alt text, we further open the door to those with disabilities and demonstrate our Catholic commitment to encounter and solidarity.

Bookmark These Accessibility Resources:

W3C WAI Images Tutorial: Best practices for writing alt text based on an image’s purpose.
Authoring Meaningful Alt Text: Official guidance on the principles of useful alt text from the U.S. General Services Administration.
Alternative Text Techniques: Clear examples showing when images need alt text, when they do not, and how context changes the answer.
Write Helpful Alt Text to Describe Images: Practical examples for writing concise but meaningful image descriptions.
Social Media and Alt Text and Alt Text for Social Media Platforms: Explainers on where to add alt text on social platforms.

Carolyn Crawford is a communications and marketing professional with 15 years of experience across multiple sectors, including defense, labor and biopharmaceuticals. She got her start at boutique PR agencies in Washington, D.C., before making the jump to become a freelance communications consultant. Now, she primarily serves Catholic clients through mission-centered organizational advancement. Carolyn lives in Maryland with her husband and son. She can be reached at carolyn@crawfordconsultingllc.com.