Choosing photographs and illustrations for a website

Choose website imagery according to the information it helps a visitor understand. Photographs can show real people, places and products; illustrations can explain a process or express a concept. Neither is automatically better. The useful choice is accurate, purposeful and practical to maintain.

Decide what each image should contribute

Before selecting an asset, ask which question it answers. A photograph of the actual premises may help a visitor recognise where to go. A product detail image may show size or finish. An illustration may make a process easier to follow when a photograph would add little.

Avoid adding images solely to fill a gap in the layout. Generic pictures can take space away from clear explanations and may imply a team or facility that is not yours. If an image is symbolic, the surrounding copy should still explain the real offer.

Check authenticity and rights

If you use photographs of staff or customers, confirm appropriate consent and a process for updating them. For stock imagery or commissioned illustrations, record the licence and permitted uses. Keep source files and credits where required. Do not assume that an image found online is free to use.

Consider whether imagery represents the people who use the service without resorting to stereotypes. Ask whether a visitor would recognise the setting or task being shown. An authentic but imperfect photograph may answer more than a polished image with no connection to the business.

Design for real crops and screens

Test images at the sizes where they will appear. A wide banner may crop a person's face on a phone, and a small card may make detailed illustration unreadable. Define a focal point and use alternative crops where needed. Keep essential text outside the image so it remains readable at different sizes.

Balance visual quality with loading time. Export images at appropriate dimensions and review the page on a slower connection. A large image should justify the cost it adds to the experience.

Make imagery understandable and maintainable

Write alternative text when an image conveys information; decorative imagery may need no spoken description. If a chart or diagram carries a complex point, provide the explanation in nearby text too. Ask who will update images when staff, products or locations change.

Create a small asset record with filename, purpose, owner, source and licence. This makes future redesigns safer and reduces the chance that outdated imagery remains on a live page.

Frequently asked questions

Are stock photographs bad for websites?

No. They can be useful when chosen honestly and licensed correctly. Avoid using them to imply real staff, clients or facilities that the business does not have.

Should every image have alt text?

Informative images need a useful text alternative. Decorative images can be marked so they do not add noise for people using assistive technology.

When should we choose an illustration over a photograph?

Choose an illustration when it explains a concept or process more clearly. Use a photograph when real appearance, place or people matter to the decision.