Shopify alt text by image type
A product shot, a swatch, and a size chart each need different alt text, and some images need none. Start from what the image does on the page, then use the pattern for its type.
The one question behind every type
What would a shopper miss if this image didn't load? Describe that, and only that. If the answer is nothing, the image is decorative and should have an empty alt value (alt=""). This follows the W3C WAI images tutorial.
Quick reference
Patterns by image type. Adjust for your page context.
| Image type | What to write | Example |
|---|---|---|
| Main product shot | Item, color, and the most useful visible detail | Cognac leather crossbody bag with a brass buckle |
| Alternate angle or detail | What this view adds | Back of the bag showing a zip pocket |
| Lifestyle or on-model | The product, plus context that shows scale, fit, or use | Model wearing the bag across the body, strap at hip height |
| Color swatch | The color name; the control's label if it selects a variant | Olive |
| Size chart or infographic | A short summary; the full data as page text | Size chart for the Harbor Shirt, measurements listed below |
| Collection or promo banner | Any text in the banner, or the link destination | Autumn sale: 20% off knitwear |
| Logo | The brand name, or the destination if linked | Lumi home |
| Decorative pattern or divider | Nothing: empty alt | alt="" |
Product and gallery images
Most catalog images are informative. The skill is describing what each one adds without repeating the title.
Main product shot
Name the item and its most useful visible details: color, shape, a distinguishing feature. Skip 'image of' and keyword lists. Keep it to one phrase or sentence.
Alternate angles and close-ups
Describe what changes from the main shot: the back closure, the sole, the texture. Five photos with the same alt text tell a screen reader user nothing new.
Variant images
Describe the variant actually shown, such as 'navy' rather than the product's default color. When the theme swaps images on variant selection, each image still needs its own accurate text.
Lifestyle and on-model photos
Describe the product first, then the context that helps a buyer judge it: scale, fit, how it's worn or used. Leave out mood descriptions that don't help someone decide.
Size charts, infographics, and banners
When an image contains important text, that text must be available as text (WCAG 1.4.5).
Size charts and ingredient panels
Put the full data on the page as an HTML table or list, then give the image a short alt that points to it. A 40-cell chart can't be read sensibly as alt text.
Infographics and feature callouts
Summarize the key points in alt text, or repeat them in the product description and keep the alt short.
Promo and collection banners
Include the wording the banner shows. If the banner is a link, describe where it goes. If the same text is already in a heading next to it, the image may be decorative.
Swatches, logos, icons, and decoration
Images that act as controls or carry no information follow different rules.
Color swatches
A swatch that selects a variant is a control; its accessible name should be the option, such as 'Olive'. This usually lives in your theme's code, not in Shopify product image fields.
Logos and icons
A linked logo describes its destination ('Store home'). A trust badge or icon with a visible text label next to it is usually decorative.
Decorative images
Patterns, dividers, and background flourishes get an empty alt value (alt=""). An empty value is a deliberate choice, not a missing one, so don't fill it just to clear a report.
Where each image's alt text lives in Shopify
Not every image is edited in the same place.
Product media
Product images and their alt text are edited on the product page in Shopify admin, or in bulk with an app like Lumi.
Shopify Files
Images uploaded under Content → Files (often used in sections and pages) have their own alt text field. Lumi can draft and publish alt text there too.
Theme and app images
Banners, logos, and swatches set in the theme editor or by apps are edited there. A product-content tool can't reach every one; list them for your developer.
Sources and review scope
Published by Lumi. Product and pricing claims use the official sources below. This is desk research, without a side-by-side authenticated product test. Examples are illustrative and are not captured tool outputs. Verify current terms before purchase.
Shopify image content questions
Should every image in my Shopify store have alt text?
Every image needs an alt attribute, but decorative images should have an empty one (alt=""). Informative images need a description of what they convey.
How do I write alt text for a size chart?
Put the measurements on the page as real text, such as an HTML table, and give the image a short alt like 'Size chart for the Harbor Shirt, measurements listed below.'
Can AI tell whether an image is decorative?
Not reliably, because it depends on the page around the image. Lumi drafts a description; decide in review whether an image is decorative and leave that draft unpublished.
Draft product image alt text from each photo
Review every draft before it publishes. Free includes 100 credits a month.