Accessibility: Alt Text Patterns for Product Images

What is Alt Text and Why Does It Matter?

Alternative text (or “alt text”) is a written description of an image that is embedded in the HTML code. It serves three critical purposes:

Accessibility: Screen readers announce the alt text to users with visual impairments, allowing them to understand the content of an image.
SEO: Search engines like Google use alt text to understand what an image is about, which helps your product images rank in Google Images.
Broken Images: If an image fails to load, the browser will display the alt text in its place, providing context to the user.

For an e-commerce site, well-written alt text is not just a technical requirement; it’s a tool for better customer experience and higher search visibility.

The Anatomy of Good Alt Text for Products

Good alt text is concise yet descriptive. It should convey the same information a sighted person would get from the image.

A simple pattern to follow is: [Product Name] - [Type of Shot] - [Key Details]

Key Elements to Include:

Product Identity: Clearly state what the product is. Use the official product name.
Type of Shot: Is it on a white background? A lifestyle shot? A close-up of a feature?
Important Details: Mention key visual information like color, material, texture, or a specific feature being highlighted.
Context: If the product is being used, describe the action (e.g., “A person wearing the suede hiking boots on a rocky trail”).

What to Avoid:

Starting with “Image of…” or “Picture of…”: Screen readers already announce that it’s an image.
Keyword Stuffing: Don’t just list keywords (e.g., alt="boot shoe hiking cheap buy now"). This hurts both accessibility and SEO.
Leaving it Empty: An empty alt="" attribute tells screen readers to ignore the image. Only do this for purely decorative images, which product photos are not.

Practical Alt Text Patterns & Examples

Here are some ready-to-use patterns for different types of product photos.

1. The Standard Studio Shot (White Background)

This is the most common product image. The goal is to describe the product clearly.

Pattern: [Product Name] shown from the [Angle].
Example: alt="NeatForge Insulated Coffee Mug shown from the front."
Good: alt="A 12oz stainless steel travel mug with a black flip-top lid."
Bad: alt="mug"

If your product has multiple color variants, be specific.

Example: alt="The 'Explorer' Backpack in forest green."

2. The Lifestyle or In-Context Shot

This image shows the product in use. The context is as important as the product itself.

Pattern: [Person/Setting] [Action] with the [Product Name].
Example: alt="A hiker resting on a log, drinking from the NeatForge Insulated Coffee Mug."
Good: alt="Close-up of a person's hands typing on the 'Pro-Type' mechanical keyboard, with RGB backlighting visible."
Bad: alt="person with keyboard"

3. The Close-Up / Detail Shot

This image highlights a specific feature, material, or texture.

Pattern: Close-up of the [Feature] on the [Product Name], showing the [Detail].
Example: alt="Close-up of the 'Pro-Type' keyboard's braided USB-C cable, showing the reinforced connector."
Good: alt="Detail shot of the stitched leather logo on the 'Explorer' Backpack."
Bad: alt="logo"

4. The Scale or Comparison Shot

This image shows the product next to another object to give a sense of its size.

Pattern: The [Product Name] shown next to a [Common Object] to illustrate its size.
Example: alt="The mini 'Pocket Drone' shown next to a smartphone to illustrate its compact size."

Final Checklist

Before you save your product listing, run through this quick checklist for each image:

Does the alt text accurately describe the image?
Does it mention the product name?
Is it concise (ideally under 125 characters)?
Is it free of jargon and keyword stuffing?
If you couldn’t see the image, would the alt text give you a clear idea of what it is?

Writing good alt text is a small effort that pays huge dividends in accessibility and SEO. By making it a standard part of your product listing process, you create a better experience for all users.