Images, video, galleries and downloadable files can make a page more useful and engaging. Choose media because it helps communicate something — not simply because there's space to fill.

Tip: Good media should support the content around it. Use images to show, video to demonstrate and downloads when visitors need something they can keep or use elsewhere.

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Images, video and downloads

Different types of media suit different jobs. This grid demonstrates some of the media that can be added to your content.

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Choosing the right image

A strong image can often communicate more quickly than a paragraph of description.

Choose images that are relevant to the surrounding content and large enough for where they're being displayed. Avoid using an oversized image when a smaller version will do the same job.

Useful images might show:

• A complete product or finished project

• An important detail or feature

• Something being used

• A person, team or location

• A before-and-after comparison

• An example of completed work

Think about what the image tells the visitor. If removing it wouldn't change their understanding of the page, consider whether it's needed.

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Mosaic gallery

A mosaic layout works well when images have different proportions and you want a more varied visual arrangement.

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Standard gallery

A standard gallery provides a regular, predictable presentation that's suitable for many collections of images.

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Bricks gallery

A bricks layout can create a more informal arrangement while still keeping a collection together.

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This example also limits the number of displayed images, enables lightbox viewing and includes the gallery's main image.

Choose a gallery style to suit the photographs and the page. You don't need different gallery styles simply for the sake of variety.

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Using video effectively

Video works best when there's something worth watching.

It can be particularly useful for:

• Demonstrating how something works

• Showing a product in use

• Introducing a person or business

• Giving a tour

• Explaining a process

• Showing movement that photographs can't capture

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Hosted or embedded?

Use hosted video when you want to upload and manage the video as part of the website.

Use a YouTube or Vimeo embed when the video already lives on one of those services and you want to display it within your content.

Keep videos focused. Visitors are more likely to watch something that has a clear purpose than a long video included simply to fill the page.

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Downloadable files

Sometimes the most useful content isn't something visitors read directly on the page.

Downloads can be useful for:

• Brochures and catalogues

• Price lists

• Menus

• Instructions

• Specifications

• Forms

• Guides and resources

Give the download a meaningful name rather than using generic text such as “Download” whenever possible.

For example, “Download the product guide” tells someone exactly what will happen when they select the button.

Public file downloads are intended for files anyone visiting the page is allowed to access. Files that should only be available after a purchase or to authorised users should use the appropriate protected delivery method instead.

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Small hero

A smaller hero introduces a section without dominating the page.

A clear introduction

Use a short supporting message to give the image context.

Medium hero

A medium hero provides more visual presence while leaving plenty of room for the content that follows.

Tell your story visually

Combine a strong image with a concise message.

Large hero

A large hero creates a much stronger visual opening and works best when the image itself deserves that prominence.

Make an impact

Use large heroes selectively for the content that matters most.

Bigger isn't automatically better. Choose the hero size according to the importance of the content and the quality of the image.

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