A product photo may show useful detail, repeat information already on the page or serve as a link. Alternative text needs to respond to that actual role. Begin with what the image contributes in its page context rather than a list of promotional keywords. The hypothetical mug example below is a writing exercise, not an inspected product listing or a certification that a website is accessible.
Follow the role of the image
W3C WAI’s decision tree distinguishes informative images, decorative or redundant images, and images whose role is a link or button. It recommends a brief meaning-bearing description for a simple informative photograph and a description of destination/action when that is the image’s necessary function. Purely decorative or appropriately redundant images can need an empty alt attribute.
Those decisions depend on the actual page. Do not call every product image decorative just because the product name appears nearby. Ask what visible information would be lost without the photograph, and whether the surrounding text already communicates that same information.
An original mug example in two contexts
Imagine a hypothetical photo showing a blue ceramic mug with a wide handle. On a product page where handle shape matters and is not otherwise explained, an initial draft might say: Blue mug with a wide handle. Keep the description limited to the pictured information relevant to the page. Do not add unverified claims such as comfortable, durable or dishwasher-safe from appearance.
Now imagine the same image is the only content of a link to a larger view. For that invented link, a possible draft is: “View a larger photo of the blue mug.” Its function must be understandable in that context; the draft should communicate the relevant destination/action rather than merely repeat a color. If real link text already supplies the function, assess the combined context before adding redundant wording. These are hypothetical variants, not text copied from a merchant.
Review the words beside the actual image
Keep an original note with the image identity, page purpose, visible information, surrounding text/action and proposed alternative. Compare the draft with the actual image and revise uncertain object names or details. A keyword string, file name or visual guess is not a substitute for that comparison.
Before paying for an image-description or publishing tool, establish the context it must preserve and have its output reviewed against the actual page. This article supplies no SEO ranking promise or full accessibility assessment. The useful result is a defensible text draft whose claims and purpose match the image you really use.
Sources & further reading
Published sources for the details and examples discussed in this story.
