Photos and Images for Web

Basic Image Rules

Use High-Quality Images

This means images are appropriately sized, well-composed, well-lit, and free of pixelation. Choose to have no image over a grainy image.

Use Relevant Images

Use images that make sense in the context of your content. You should be able to answer the question, "Why did you choose that image and not a different one?" The answer shouldn't be, "Because I love puppies!" Again, choose to have no image over an image that doesn't relate.

Use Images That Feature People

About two-thirds of the images used in print and digital content should feature people. The other third can be of nature, buildings, or classrooms, as long as the image relates to the content.

Images should reflect the diversity of interests, activities, and population of our community. Images should vary in place and subject matter. Make sure the images you use reflect diversity in gender, race and ethnicity, age, physical ability, and general appearance.

Whenever possible, use candid images that invite viewers to be part of the community. Strive to use images of actual people on campus, especially students, before stock photos.

Stock Images

We want all of our images to uphold our authenticity. If you must use stock images, contact your Public Information Office. They can help you find photos that aren't too staged or stylized.

Image Accessibility

Images should not be the only method of communication, because they may not load or be seen. Avoid using images when the same information could be communicated in writing.

All images placed on a page must include alternative text ("alt text") that describes the content or purpose of the image.

Consider the experience of visually impaired people who are navigating the page using software that vocalizes the content to them:

• If the image is used as a header, then provide alt text that repeats the site or page section name. Alt text (which is required unless an image is purely decorative) is not to be confused with other image attributes such as title, caption, or description, which are all optional.
• If the image is a photograph, describe the subject in the alt text.
• If the image contains text, the alt text should include it.
• If the image links to a web page, state the page's topic in the alt text.
• If the image contains data (such as a chart or graph), then ensure that the data is also written in the alt text.
• If the image serves a specific function, describe what's inside it in detail. People who don't see the image should come away with the same information as if they had.

Keep in mind that images should never include text critical to the user's understanding of the content. Try to avoid using images of text whenever possible. A good rule of thumb is not to have any text on your page that can't be copied or searched for.

The alternative text will help screen reader users understand the concept, but other user groups do not benefit from alternative text.

Dyslexic users who use different tools for reading aloud than visually impaired users will not be able to access either the text in the image or the alternative text with the kind of assistive technologies they use.

Users with low vision who use magnification programs to enlarge page elements can experience images becoming pixelated and more difficult to read when magnified.

Each browser handles alt text differently. Supplement images with standard captions when possible.

Graphics, Icons, and Clip-Art

Use icons and infographics strategically. Use high-quality graphics; avoid clip art.

Legal Issues

Do not use images you don't have permission to use. If you can't find an image in the existing image library or approved stock photo repository, contact your Public Information Office. Don't just use an image from a Google search and hope for the best.

People Under 18

We cannot use photos of people under 18 without their parents' or guardians' consent. Before you take pictures of students or employees, contact your Public Information Office to obtain the photo/video release forms.

Examples of Proper Image Use

Choose a Candid-Looking Stock Photo

The first image looks like a real, candid shot, while the second image looks like a staged stock photo.

Use This Image

Not This Image

Choose Well-Lit Photos

The first image is well-lit; the second image is too dark.

Use This Image

Not This Image

Choose High-Quality Photos

The second image is low quality. If you have to choose between a low-quality image and no image, choose no image.

Use This Image

Not This Image

Guidelines for Providing Images to the Marketing & Communications Team

If you are providing images to our graphic design and web team for use in print materials, on the website, or on social media, then please adhere to the following guidelines.

File Size

Consider the following when determining file size:

• Images should be full color and at least 1 MB (1,000 KB) in size to produce good results. Larger is better! Our team will modify and export images appropriately based on the final destination (e.g., print vs. web).
• Images that are 500 to 1,000 KB can sometimes work well, depending on the final destination (e.g., print vs. web).
• Images that are less than 100 KB almost never produce good results.

Images from Mobile Phones

When sending images from a mobile phone:

• Email the image from your phone's camera roll rather than text it. Texting often forces the image into a lower resolution.
• If your phone offers a choice of file sizes (low, medium, high, or actual size), then choose "actual size."

Images from a Computer

When sending an image file from a computer, attach the original image (for photos, usually a JPG) to an email. Do not place the image into a Word document and send us the Word file.

Headshots

When taking your own headshot: