Images and visual design

Use purposeful imagery

Images can enhance email content when used with purpose. Follow these principles to ensure your visuals support accessibility, branding and clarity:

Use images that complement the email

Images should enhance your message, not be the message. To check this, turn off images in your email. If the message still makes sense, your email is well balanced.

Follow these best practices:

• Keep your content around 80% text and no more than 20% images.
• Ensure image exposure doesn't exceed 40% of the screen space.
• Avoid image-only emails. These are hard to search and may not be accessible.
• If you use multiple images, space them properly—don't let borders overlap.
• Avoid relying on a single image to carry the entire message.

Use authentic images

Use images that reflect real people, places and experiences in New South Wales. Avoid generic stock photos or stylised visuals. Authentic imagery builds trust and enhances your message's credibility.

Choose photos that feel candid and grounded. For example:

• a teacher in a regional classroom
• a nurse on a lunch break
• a community event in a local park

Show NSW identity through branding

Images should align with the NSW Government's photographic style and visual identity. They must:

• represent genuine NSW locations–rural, regional, suburban and urban
• avoid stylised or indistinct settings
• evoke a strong sense of place (e.g. coastal views, bushland paths, local streetscapes)

Celebrate diversity with care

Represent NSW's population in all its diversity–across cultures, genders, ages, abilities and lived experiences.

• Use candid, natural photos of people in everyday moments
• Avoid tokenism and stereotypes
• Seek consent and representation advice when using images of Aboriginal or Torres Strait Islander communities

Apply an editorial approach

Use a documentary or photojournalistic style. This means:

• capturing real, in-situ moments rather than posed portraits
• using natural light, expressive composition and framing
• focusing on storytelling through imagery

This approach suits a wide range of content–from service updates to campaign materials.

Align with image themes

Structure image use around 3 themes:

• People: Individuals and communities in real settings
• Place: Recognisable NSW environments, both natural and built
• Services: Service delivery in action (e.g. healthcare, transport, education)

Avoid studio or corporate-style imagery unless essential–and ensure these images still reflect real NSW staff or communities.

Maintain visual consistency

All image sources–whether smartphone photos, stock or commissioned–must follow NSW brand principles:

• images should be clear, well-lit and composed with care
• stock should feel candid and specific to NSW
• commissioned photos must use the NSW editorial style and colour guidelines

Ensure cultural respect

Ask the following before using an image:

• Does it accurately represent the community shown?
• Could it stereotype or exclude anyone?
• Have we obtained consent or sought cultural advice if needed?

Avoid misusing cultural dress, symbols or language. Consult advisors where appropriate.

Avoid embedding text in images

Do not include essential text in images. Text inside images cannot be read by screen readers, making your content inaccessible.

Place all key information in the email body or as live HTML text.

Optimise for responsive design

Use images that scale across devices—from desktops to smartphones.

Choose high-resolution files that compress well

• Avoid wide banners or overlays that may distort on small screens.
• Use image dimensions suitable for high-resolution displays. While most emails are 600 to 640 pixels wide, prepare images at twice that size (e.g. 1,200 pixels wide) to retain crispness on retina screens.
• Use HTML or CSS to constrain image width to the intended display size.

Reduce file size for faster load times

• Keep image file sizes small to avoid delays, especially on mobile devices.
• Remember, more than 50% of emails are opened on mobile. Large images can create slow load times and reduce engagement.

Use alt text for accessibility

Every meaningful image must have descriptive alt text explaining its purpose. Keep alt text:

• Short, specific and meaningful
• relevant to the image's context

Do not use phrases like “Image of…”–screen readers already announce it as an image.

Example:

• Instead of: “Photo of a group”
• Use: “Five nurses laughing during a lunch break outside Royal North Shore Hospital”

Check visual contrast

Ensure sufficient contrast between:

• text and background
• visual elements (especially where logos or overlays appear)

Follow WCAG 2.1 AA standards:

• Minimum contrast ratio of 4.5:1 for normal text
• 3:1 for large text (18pt or 14pt bold)

Sources