Making visuals truly inclusive: Why images matter (and how to get them right)

In today’s digital world, visuals are everywhere, and they’re powerful. But for a lot of people, those visuals don’t always work in the way we expect. If you’re creating visuals for social media, digital campaigns or print, it’s essential to remember that accessibility isn’t an afterthought, it’s a foundational part of good design.

The World Wide Web Consortium (W3C) recommends that non-text content (like images) provide equivalent alternatives so that people with visual, cognitive, or other disabilities can access the same information.

What it means in practice

Here’s what I’ve learned:

• Every image should have meaningful alt text: a brief description that conveys the image’s purpose or message.

• If an image includes text (e.g., a graphic or infographic), make sure that text is available as real text (not just embedded in the image). That’s because screen readers and other assistive tools can’t always interpret text in images properly.

• Think about colour contrast, image resolution, responsiveness: someone zooming in or using a screen reader or low-vision device should still be able to get the message.

Why it matters for my work

In my role, designing campaigns for public-health, education, sustainability and multicultural audiences, accessibility isn’t just compliance: it’s about real people. It means that someone who uses a screen reader, or zooms in on their phone, or has a cognitive disability still experiences the design as intended. When visuals are accessible, the message reaches further and resonates deeper. And for a brand or campaign, that means more trust, more engagement, and more impact.

Take a moment to ask: “Who might not see this the way I do? How can I make sure they can?” Because great creative should be seen by everyone.