Images on the web

The images on a web page should be relevant and explain or amplify the text. Well-chosen images help visitors to orient themselves on the website.

Choose the right image

Decide what you want the image to convey. Should it strengthen a message, convey a feeling or simplify and clarify something that is difficult to explain? 

Use complementary text

Do not use images as the only way to convey important information. Users who depend on screen readers and point display, for example, need descriptions of all non-text content. This includes, for example:

  • Pictures (except those used only for decoration)
  • Diagrams
  • Animations

Describe the content in sufficient detail for those who only receive the text description. Work from the user's needs and the purpose of the content.

The law requires: describe all non-text content with text (Webbriktlinjer, in Swedish)


Feel free to use colours, but do not allow colour differences to be the only way to distinguish information but supplement this with, for example, text, pattern or any other visual indication.

The law requires: do not use colour alone to convey information (Webbriktlinjer, in Swedish)

Alt texts

According to the web directive, images that are relevant to understanding the content of the page must have a descriptive text, a so-called alt text. This is especially important for those with impaired vision but search engines also use the alt text to get more information about what the picture represents.

If the image is only decorative or renders what is also found in text on the page, avoid adding alt text.

What images can I use?

It is important that KTH is entitled to use the images. It is forbidden to take other people's images from the web and for your own use. Neither can you take someone else's image and edit it.

You must also ensure to meet the requirements of the General Data Protection Regulation.

General Data Protection Regulation (GDPR)

KTH's image bank contains images that can be used for KTH's own activities.

KTH images and image bank

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Page responsible:Sara Öhman
Belongs to: KTH Intranet
Last changed: Sep 17, 2019