Avoid unnecessary decoration. Only use images if there’s a real user need.

Aspect ratio


The aspect ratio for photographs should be 3:2.

Illustrations or representative imagery

If your image represents something physical, such as a letter, document or credit card you should use the aspect ratio of that item.

Alt text

All images must have an alt tag. You should include a description of the image inside the tag to help users who are unable to see it.

<img src="larry-the-cat.jpg" alt="An image of Larry the cat, Chief Mouser to the Cabinet Office">

If your image is purely decorative and a description would be confusing you should still include the alt tag, but leave it empty so it will be ignored by screen readers.

Get in touch

If you’ve got a question, idea or suggestion share it in #govuk-design-system on cross-government Slack (open in app) or email the Design System team on

Discuss ‘Images’ on GitHub