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An Image Alt Text Brief for Outsourced Website Design
A practical guide to defining image alternative text for an outsourced website design project.
Tell the design team which images carry meaning, which are decorative, and what concise alternatives support the page task. is easier to review when the brief explains the visitor's task and the evidence that will show the page is useful. Treat image alternative text as a content and interaction decision, not only a visual detail.
Start with the visitor
Name the person arriving at the page, what they already know, and the decision they need to make. Image alternative text should reduce uncertainty at that moment. Write the primary task in one sentence, then list the information that supports it. Remove requirements that do not help that task.
Record the decisions that affect design
A useful brief names approved content, required links, responsive behavior, accessibility considerations, and the person who can resolve a disagreement. Image alternative text should also identify dependencies such as source files, policy wording, images, translations, or an existing URL that must remain stable.
Review the working experience
Ask for a usable page or prototype, not just a still image. Review the main task at a narrow width, with keyboard navigation and zoom. Check the ordinary state as well as long labels, missing content, and an error or empty state where relevant. Record the exact page element and expected change.
Close with an owned handoff
The final record should identify the approved version, source location, content owner, open follow-ups, and next decision date. This makes future updates safer because the next contributor can understand why the page is shaped this way.
Further reading
Read the website content brief guide
Read the responsive website design guide
Source
Frequently asked questions
Who approves this part of the page?
The person accountable for the page's audience and factual claims should approve the content. A designer can recommend a treatment, but approval should come from the named owner.
Is a screenshot enough for review?
No. Use the working interaction and representative content. A screenshot cannot show keyboard order, focus treatment, responsive wrapping, or recovery states.