Images Policy

A handy guide to working with images on our website
📑 Internal

/ 2025.03.31 / 3 minutes read

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This guide outlines our company’s standards for working with digital images — from naming and sizing to accessibility and optimization. Whether you’re a team member or an external reader, these guidelines reflect our commitment to performance, SEO, accessibility, and thoughtful design.

This policy applies to all image assets published on our website and other digital platforms.

 

 

1. General Image Naming Principles

 

❌ Avoid:
  • Generic names like image1.jpg or photo-final.jpg.
  • Using underscores _ to separate words.
  • Long filenames with unnecessary details (superman-the-man-of-steel-flying-very-fast.jpg).
  • Special characters, spaces, or excessive capitalization (Superman#Flying Final (3).JPG).
✅ Do:
  • Use descriptive, keyword-rich filenames that accurately reflect the image content.
  • Separate words with hyphens (-) instead of underscores or spaces.
  • Keep filenames lowercase to prevent case sensitivity issues.
  • Use concise but meaningful filenames (ideally 3–5 words).
  • Include sequential numbering for multiple versions of the same image.
  • Save images in compressed formats to optimize page speed.

 

 

2. SEO & File Naming

 
Google uses image filenames to understand what an image is about. The more descriptive and keyword-rich a filename is, the better the chance of ranking in image search results. This also improves screen reader accessibility.

  • Bad SEO Example: superman_flying.jpg
  • Good SEO Example: superman-flying.jpg

Why? Google treats hyphens as word separators but treats underscores as if the words are joined together.
 

Underscores vs. Hyphens

  • superman_flying.jpg → “supermanflying” ❌
  • superman-flying.jpg → “Superman flying” ✅

 

If you have underscores and you have red_widget, Google will combine those into redwidget… If you have hyphens, Google will separate them.
Matt Cutts

 

Additional SEO Considerations

  • Keep filenames short but meaningful—avoid stuffing them with too many keywords.
  • Use lowercase to avoid case-sensitive server issues.
  • Skip filler words unless they’re part of the search intent (“the,” “of,” etc.).

 

 

3. Standard File Naming Format

 
Formula: [main-subject]-[contextual-descriptor]-[number-if-needed].[file format]

Example Scenarios:

  • Superman powers article:
    • superman-flying.jpg
    • superman-x-ray-vision.jpg
    • superman-bulletproof-01.jpg
  • Company news post:
    • pixel-dreams-team-event-2025.jpg
    • pixel-dreams-office-space.jpg

 

 

4. Featured Image Naming

 
Featured images are the main visual for a post. These prioritize internal organization over SEO.

Naming Format:
[title-of-post]-ft-img.[file format]

Example:
  • how-superman-got-his-powers-ft-img.jpg
  • company-year-in-review-ft-img.jpg
Why This Matters:
  • Featured images become easy to locate.
  • Avoids confusion with supporting images.
  • Helps maintain library structure.

 

 

5. Uploading & File Management

 

Before Uploading:
  1. Rename files following the correct format before uploading. Note: WordPress does not allow renaming after upload.
  2. Double-check for hyphens instead of underscores.
  3. Compress images for web without sacrificing quality.
  4. Use descriptive names that match the image content.
Replacing Images:
  • Delete outdated or incorrect versions before uploading a replacement.
  • Avoid uploading duplicates like filename-new.jpg or filename-final.jpg.
  • Use the same naming conventions when replacing files.

 

 

6. Image Sizing & File Formats

 

Recommended Dimensions:
  • Featured images: 1920x1080px
  • In-article images: 1200x800px or scaled to fit content
  • Thumbnails/icons: 400x400px or smaller
Resolution:
  • Use 72dpi for all web images
  • Avoid print-quality 300dpi files
Formats:
  • JPEG (for photos)
  • PNG (for graphics and transparency)

 

 

7. Compression & Page Speed

 

  • File size target: under 200KB whenever possible
  • Always preview optimized images before uploading

 

 

8. Licensing, Attribution & AI

 

  • Only use licensed images from approved sources (e.g. Unsplash, Adobe Stock).
  • Add attribution if required.
  • AI-generated images must be internally created or commercially cleared.

 

 

9. Branding & Visual Consistency

 

  • Use only approved logo files with clear space around them.
  • Follow brand styling for tone, filters, and typography overlays.
  • Avoid clashing backgrounds or distorted proportions.

 

 

10. Review & Maintenance

 

  • This policy is reviewed quarterly
  • Audits will ensure alignment with SEO, branding, and performance goals

 

 

11. Quick Reference Checklist

 

  • ✅ Descriptive filenames with lowercase and hyphens
  • ✅ Proper dimensions & resolution
  • ✅ File size compressed under 200KB
  • ✅ No unapproved or duplicate images

 

 

By following these guidelines, we ensure a fast, accessible, well-branded, and SEO-optimized experience for every visitor to our site.

This policy is a living document and will evolve with our creative standards.