What’s the best way to tell our story? Through powerful and authentic images. That’s why we offer these guidelines for images.
Whether you’re choosing photos for a social media post or to accompany a page on the website, every image and video needs to tell a visual story that is consistent with our brand goals. Every effort should be made to include images and videos that speak to the full range of audiences for the website: Prospective and current students, alumni, donors and community supporters. Each image and video should follow these basic rules:
- All images and videos must be in focus.
- Images and videos should be about a specific idea, event or aspect of the Wingate experience.
- Generic images and videos, which might be taken at any school, are to be avoided.
- Images and videos should not include overt or obvious branding attempts.
- Artificially staged photos and videos should be avoided; we want candid, authentic moments.
- Images and videos should not convey dangerous activities or disruptive behavior.
The header image on the webpage:
- 1600 by 400 pixels
- Suitable for use on multiple pages within one section or across multiple sections
- 300 by 300 pixels
The purpose of a caption is to provide context and information for the reader.
- The caption should be a complete short sentence followed by a period.
- The caption should not exceed the width of the photo or video window.
- Captions for medium to large photos should not exceed 70 characters with spaces.
- Do not use “click here” or “click the photo/video” as a call-to-action.
- If individuals are not identified by name, the group should be identified, such as “Class of 2011 enjoys catching up at Homecoming 2015.”
No specific photographer or videographer credit will be offered for media submitted by members of the Wingate University staff.
Copyrighted photos and videos shared by non-staff must be credited. The credit line is determined by the photographer or videographer. If no credit line has been determined by the photographer or videographer, the default credit will be: Photo courtesy of [insert name].
Alt Tags and File Names
All photos and videos used on the website must include alt tags. An alt tag is a brief description of the image. Search engine spiders cannot read or see images or videos, so the description offers a means of sharing the information and its place within the context of the site. This information is useful for search engine results. Effective alt tags may also employ a keyword when appropriate and germane to the description.
Alt tags are invisible to readers unless the image or video fails to load, in which case the description may appear. The alt tag description is read aloud for the visually impaired on screen readers.
- The alt tag can be no more than 150 characters with spaces or about 16 words.
- The alt tag must offer a description that has meaning.
- The alt tag may not use the file name or a generic description that might apply to many different images or videos.
Good example: Three undergraduate biology students conducting a DNA experiment in the genetics lab.
Bad example: students in the lab.
File names for each photo and video need to clearly and accurately identify the subject of the item.
- The file name needs to include the department or office, such as biology.
- The file name needs to be all lowercase.
- The file name needs to use an underscore to connect words rather than spaces.
- No special characters may be used in a file name.
Good example: dna_lab_biology_2015
Bad example: odomdna5