When to use images
Use images if they are useful and relevant. Don’t use purely decorative images.
That goes for graphs, charts and infographics as well as for photographs and illustrations.
Do not use images with embedded text
Do not use images with text embedded in the image. On mobile devices, text embedded in images is usually not big enough to read. The text also can't be read by search engines or people using screen readers.
Voice and tone
Images say as much about us as words. Use the voice and tone guidelines when you choose images.
Images of people
Choose images that are inclusive.
1. Avoid idealised, ‘photo-shoot’-style images of people. We want people to be able to identify with the images that they see. Choose normal pictures of normal people.
2. You should make sure images don't reinforce negative or stereotypical attitudes especially for ethnicity, age or gender. Studies have shown this can happen without us being aware of it. Run regular checks of images on the site to ensure this has not happened.
People tend to spend time reading captions, particularly if the image is good and relevant. Write captions in full sentences. They can be 2 or 3 sentences long. Follow the rules for
Press release thumbnail: 260 x 184 px
Only use specific image formats.
• JPEG – use for photographic images and for screenshots from
• GIF/PNG – use for software screenshots, drawings, illustrations and any non-pictorial graphics.
• SVG – use for icons, logos, maps and anything that could or should be scalable.
Check you don’t stretch, blur or pixelate an image when you resize it.
Images of people
You need written consent from people before you publish their images on our website.
Only use images that you have permission to use.
There is no such thing as a ‘copyright free’ image. You can use:
• images that HSE owns the rights to use
• Creative Commons images with suitable licenses
If you are not sure the image is licenced for re-use, do not use it. If you are suspicious about a Creative Commons image, use a tool such as Tineye to check the source – but play it safe.
Creative Commons licenses
Instead of the standard “all rights reserved,” some creators choose to make their work available for public use with different levels of attribution required.
You can use images with these licences.
This means we can copy, display and change images, as long as we credit the original rights-holder.
This means we can copy and display images but cannot change them and must credit the original
Public Domain Dedication (CC0)
This means the copyright-holder has given the image for public use and we can use it even without attribution.
Read about Creative Commons licenses.
How to attribute images
For Creative Commons images, write ‘Image by [author]: [CC licence]’. Link from the name of the author to the image source. Link from the name of the licence to the license description.