Start with image purpose
The same image can need different alt text on different pages. A lamp photo on a product page may need finish, shape, and placement details. The same photo in a mood board may need less detail or a visible caption instead.
Use the purpose field to decide the job first. Informative images need useful detail, functional images need the action or destination, decorative images may need empty alt text, and complex images usually need surrounding explanation.
- Use informative for product photos, examples, and screenshots that carry content.
- Use functional for buttons, icons, linked images, and controls.
- Use decorative only when the image does not add information in context.
- Use complex for charts, maps, diagrams, dense screenshots, or step visuals.