In the vibrant world of arts and culture, visual content is our bread and butter. From stunning performance photographs to interactive gallery maps, images tell our stories and sell our shows. But how do we ensure these visual elements reach patrons of all abilities?
Why alt text matters
When you share an image of your latest exhibition or a photo from last night's performance, not everyone experiences it the same way. This is just one example, but screen readers – the tools used by people with visual impairments – can't interpret images on their own. This is where alt text becomes essential.
Alt text acts as a virtual guide, describing your visual content to visitors who can't see it. But it's not just about accessibility – it serves multiple important purposes:
- Screen Reader Support: Provides clear descriptions for visually impaired visitors using screen readers
- Context When Images Fail: Offers information when images don't load due to slow connections
- SEO Benefits: Helps search engines understand your content better
- Richer User Experience: Benefits everyone, including those who want more detail about what they're seeing
For arts and cultural venues, thoughtful alt text is particularly crucial. The difference between "Image of painting" and "Claude Monet's 'Water Lilies' (1919) - an impressionist masterpiece showing pink water lilies floating on a blue-green pond under dappled sunlight" is the difference between exclusion and engagement.
Remember: When writing alt text, you're not just ticking a box for accessibility compliance – you're extending your venue's commitment to sharing art and culture with everyone who visits your website.
Practical guidelines and examples for cultural venues
Performance photos
Bad: "Dance performance"
Good: "Two dancers in flowing red costumes perform a contemporary duet on a dimly lit stage, their silhouettes creating dramatic shadows"
Artwork images
Bad: "Painting in gallery"
Good: "Oil painting 'Sunset Dreams' by local artist Sarah Chen, showing abstract swirls of orange and purple merging into a horizon line"
Venue spaces
Bad: "Main hall"
Good: "Victorian-era main hall with ornate gold ceiling decorations, red velvet seating, and central chandelier"
Beyond basic alt text
1. Image purpose matters
Consider why the image is there:
- Decorative images don’t need alt text, provide an empty alt attribute instead like this: <img src="decorative-image-title.jpg" alt=””>
- Functional images (like maps) need detailed descriptions
- Marketing images should convey their emotional impact
2. Complex images
For detailed infographics or complex artwork:
- Provide a brief alt text
- Include longer descriptions in the surrounding content
- Consider creating accessible alternatives
3. Image text
- Never embed important text in images
- If you must use text in images, repeat it in the alt text
- Consider using HTML/CSS for text overlays instead
Practical implementation guide
Create an alt text checklist
- Is it accurate?
- Is it concise yet descriptive?
- Does it convey the image's purpose?
- Have you avoided redundancy?
- Is it free of "image of" or "photo of"?
Build a style guide
Create templates for common image types:
- Performance photos
- Artist headshots
- Venue spaces
- Marketing materials
Train your team
- Regular workshops on alt text writing
- Review sessions for feedback
- Share success stories
Let’s make culture accessible to all
- Want to make your website more accessible?
All CultureSuite customers can take advantage of our comprehensive accessibility audit at discounted rates. Just get in touch to register your interest and we’ll get you onto the programme. Get in touch. - Want to see how Peppered works?
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