Digital Accessibility and Good Alt Text

When I launched my freelance editing business last fall, I wasn’t totally aware of what it would entail. Even though I’d been working alongside content editors for over a decade as a publishing manager at a large legal publisher, I wasn’t privy to the specifics of their day-to-day work. Moreover, I was operating exclusively in the realm of law books, and had only a vague sense of other kinds of editing. But in the past year, I’ve been impressed by the broadness of the field and the variety of editorial jobs that are out there.

Digital accessibility and alt text

For example, I’m currently working on a contract that involves drafting and editing alt text—something I hadn’t heard of until a couple of months ago. I’ve since learned that alt text is an element of digital accessibility. Digital accessibility (another new concept for me!) is the practice of designing digital content that all users, including those with disabilities, can enjoy. The goal in creating accessible content for apps, websites, and other digital tools is to develop an online landscape that prioritizes inclusivity.

Alt text, short for alternative text, is descriptive language that expresses the meaning of a visual item, such as an image, map, or infographic, in a digital setting. Alt text is read aloud through assistive technology such as screen reader software. It’s especially helpful for people with visual impairments that can hinder their online experience as well as those with learning or cognitive disabilities.

Crafting good alt text

As it turns out, crafting alt text that’s useful and engaging is more of an art than a science. Fortunately, many resources provide excellent guidance for the uninitiated. One such resource, the University of Toronto’s Alternative Text (alt text) Best Practices Guide, outlines eight simple steps for producing good alt text. In my view, the following three steps—consider the context, aim for brevity, and use proper grammar—are the most essential and are worth expounding.

Consider the context

In alt text, context is king. Understanding the “why” of an image is essential for communicating its essence. Alt text should only contain those details that are relevant to the user. To determine what those details are, the writer first must establish what purpose the image serves.

Take, for instance, the below stock photo:

We see a woman and child on a boat. But that information, while accurate, doesn’t provide enough information to convey the meaning of the image. The photo could feasibly be used in a multitude of contexts and the focus of the alt text will depend on the context at hand. If the photo were being used for a women’s fashion brand, the emphasis would be on the clothes, and the alt text might read:

On a boat with her child, a woman wears a loose-fitting taupe dress with cap sleeves and a round neckline.

Alternatively, the photo might be used by a travel agency to entice potential customers to visit an exotic destination. The alt text might then highlight the beauty of the surroundings:

On a boat with her child, a woman smiles as she gazes over the railing onto sparkling blue waters, mountains receding in the distance.

Or perhaps the photo is being used to demonstrate the benefits of anti-anxiety medication, in which case the alt text might focus on the woman’s disposition:

On a boat with her child, a woman appears relaxed and content, a soft smile across her face.

Above all, the description should be written so as to enhance the user’s experience, and to that end, context matters.

Aim for brevity

Descriptions should be concise and specific. They are generally one or two sentences, or about 125 characters. Economy of words is paramount, as excessively long alt text can leave users feeling confused or frustrated.

Use proper grammar

Proper grammar and punctuation allow alt text to sound more natural and less stilted. Screen readers know to insert small pauses where necessary to ensure clarity. Using a comma to create a break in a sentence or a period to end a sentence can thus tangibly improve the user’s experience.

For me, the process of writing alt text has been interesting and instructive. It’s required a surprising level of thoughtfulness and intentionality. As digital accessibility is still an emerging field, I look forward to watching it evolve to accommodate a diverse range of users in an ever-growing digital universe.