Electronic Terms; Writing Alt Text

ELECTRONIC TERMS

Terms related to the internet technology are lowercase. They are capitalized only if they are part of a trademarked name (e.g., Apple's Password app) or the proper name of an organization (e.g., the Internet Architecture Board). The following are examples of electronic terms and their spelling/styling that are often used in UMass Amherst content:

Android (capitalized when referring to the type of wireless device)

AI (Artificial Intelligence)

database

email

homepage

internet protocol (IP), the internet, the net, an intranet

iPhone

live stream live streaming

log in (v); login (adj. and n.)

"You'll need to log in to access your calendar."
"Never share your login credentials."

multi-factor login/authentication (sometimes referred to as MFA)

online

password

social media

URL (Uniform Resource Locator—individual web address; e.g. UMass Amherst's URL is www.umass.edu)

the web, website, web page

Wi-Fi

When a web address does not fit on one line in print: Sentences that include a URL should be punctuated normally (avoid using http:// prefix in print publications). If necessary, break web addresses either before a dot or after a dash. Examples:

www.custommascots
.com

www.cakesforstudents-
24-7.com

WRITING ALTERNATIVE TEXT FOR WEB IMAGES/GRAPHICS

Alternative text, or “alt text,” is the description of images and icons that can be accessed with screen readers or read aloud to people who are blind or have low vision. Also, some people prefer to read complex material in print rather than decipher a chart, graph, or icon; using alt text enables users to select the best way for them to process web content.

When creating alt text, keep the widest possible audience in mind, making the text as generally accessible as you can. For example:

• When describing people, use words that are neutral regarding gender, race, ethnicity, ability, and age. Use such terms only if they are necessary or applicable to the storyline.
• When applicable, describe image subjects in relation to the university, such as alumni, student(s), parents, faculty, basketball player.
• Make sure the description is in keeping with the function of the image and the web content that surrounds it.
• Be brief and specific, but use complete sentences if they make the meaning clearer.
• Use correct punctuation to facilitate clarity when read aloud.
• Describe what someone would see, literally, rather than intangible qualities. For example: “a green landscape” rather than “a beautiful and lush green landscape.” Or “a car with the doors ripped off” rather than “a car that just exploded.”

For specific examples and more information about alternative text guidelines for the web, visit U.S. government website Section 508.