Alternative text ("alt text") is added to provide additional context and descriptions to image content for users of assistive technology, such as screen readers for users with low or no vision.

Alt text is normally invisible, but may show up visually when images are broken or turned off (e.g. on a slow connection).

To learn how to add alt text to your posts and pages, follow along at Adding Alt Text to Images.

Alt text should be used any time that your image is adding additional context or information to the page.

If your image contains text, that text should be added to the alt text. However, if the text appears nearby, it can be omitted so that the same information is not announced twice.

If an image is the only element inside of a hyperlink and it's missing alt text, you’ll get flagged by any accessibility scanners and users will be missing key information.

For more information, use the W3C Alt Text Decision Tree.

If your image is decorative, you are not required to enter alt text. Your image is decorative if it does not add further context to the page. If you’re adding an image for visual appeal (like a background, pretty divider, or a stock photo that is only loosely related to the content), it’s just extra noise for screen readers. Background images also do not require alt text, as they behave in a decorative way.

An empty alt attribute indicates that the image is not important for users of assistive technology and skips to the next section of content. Omitting the alt attribute can be a problem – in some cases, the entire filename will be read instead of skipped over! When you insert images in the Block Editor, we include the alt attribute but leave it empty by default. This means that unless you specify otherwise by adding your own alt text, your image is considered decorative.

Try to be concise, contextual, and considerate.

Aim for 1-2 sentences, ~125 characters (may vary for complex figures/images). If your alt text needs to be much longer, consider adding that information as a caption.

Don’t include “image of” or “photo of”; these are already implied. However, descriptors that add additional context ("painting of", "screenshot of", etc.) can be included when relevant.

“Think about context. If it’s a fashion picture tell me about the clothes. If it’s a group photo I don’t need every outfit described.” –Dr. Amy Kavanagh

The same image may be described differently based on where and how it is used. Don't describe every detail as if you were telling a sketch artist how to reproduce the image; include the relevant, contextual information.

Be thoughtful with identity descriptors and do not make assumptions. For more information, check out the links in our Recommend Reading section below.