What does the element do?
Images support the understanding of texts and loosen up text-heavy pages.
When should the element be used?
- Images can be used to support textual communication (with visual communication).
- Large (content-wide) images should be used sparingly.
- The preparation of pictures and illustrations is regulated by the specifications of KOM (see links).
- Use illustrations and infographics as SVG, ensure high enough resolution for all screen sizes for photographs.
- Apart from the red SBB panel, pictures may not contain any overlays.
- Only context-relevant images may be used (the image must match the content).
- Combining different styles can positively influence the UX (photography for realities, illustrations for concepts)
- Different image sizes can help to emphasize (prioritize) the importance of images.
- Optionally, images can have a description text (caption).
Variants and states
The following styles are distinguished for images:
- Use only photographs (not illustrations).
- Key visuals do not contain information.
- Key visuals can be static images or videos. Animated GIFs are not possible.
- Pictures and videos are always treated equally.
- Key visuals never have captions or copyright information.
- Key visuals have a fixed format for each end device, the image section adapts to the viewport.
- Key visuals can be implemented as
- No description text is allowed.
Retina-HD (iPhone 7)
- Infopictures can be static images, animated GIFs or videos.
- Static images, animated GIFs and videos are always treated equally.
- Infopictures can optionally have a caption and copyright information below the picture.
- Recommended text length of the caption including copyright info should be 2 lines on desktop at max.
- Infopictures must not use a panel.
- Infopictures are never linked.
- Infopictures always have the format 16:9.
- Infopictures do not have a fullscreen view.
- If there are many images on a page, then images are lazyloaded outside the viewport.
Inside of a teaser
- Pictures are slightly zoomed on hover.
As background (e.g. map)
- Scrolling down zooms in, scrolling up zooms out.
- The image should cover the entire viewport of the content area.
- Text and interaction elements (buttons) above the image are allowed.
- Important: always comply with minimal contrasts → Images should contain dark colors so that text in white can be used as overlay.