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Creating inclusive content

Creating with inclusion in mind reflects who we are as Indiana University—a community rooted in respect, equity, and purpose. Every word we write and image we choose should welcome people in, remove barriers, and ensure all audiences can see themselves in IU’s work.

Visit accessible content guidelines

The IU difference

Inclusive content is more than good practice—it’s a reflection of IU’s values. Writing and imagery that portray people authentically build trust, strengthen connection, and foster belonging across Indiana and beyond. This approach to content is an intentional choice that ensures every person in the IU community and the communities we care about feel seen and valued. That’s how we communicate with conviction and demonstrate leadership in our state and the world.

  1. Be accessible

    Use clear, descriptive language that works for people of all abilities and contexts.

    • Say “play video” instead of “watch video.”
      • Describe the action—“download the report”—instead of “click here.”
    • Provide alt text for images that describes meaning and context, not just appearance.
      • Appearance-only alt text: “A student raising her hand in class.”
      • Meaning-focused alt text: “An IU student engages in an active classroom discussion, reflecting the university’s focus on participation and collaboration.”

  2. Be sensitive

    Choose words that respect all audiences and avoid language that could be easily misinterpreted or seen as exclusive, divisive, or offensive.

    • Use “emerging economy” instead of “third-world country” or "developing nation."
    • Try “low income” instead of “poor" or "impoverished.”

  3. Be gender neutral

    Use terms that are gender neutral rather than those that appear to favor or speak to a single gender.

    • Use “staff,” “team,” or “resources" instead of “manpower.”
    • Say "chair" or "leader" instead of “chairman.”
    • Use "their" instead of “his/her.”

  4. Avoid harmful expressions

    Use alternatives that communicate clearly without invoking harm—literally or figuratively.

    • Say “accomplish two things at once” instead of “kill two birds with one stone.”
    • Use “give it a try” instead of "take a stab at it.”

  5. Be clear, not jargon heavy

    Writing in plain language is ideal in almost all situations when writing about IU.

    • Say “work together” or “combine strengths” instead of “leverage synergies.”
    • Instead of “R1 classification,” explain: “IU Indianapolis is recognized among the nation’s top research universities (R1).”

    When is jargon okay?

    Ask yourself these questions first:

    • Who is the audience? (Shared understanding or not?)
    • What’s the purpose? (Clarity vs. credibility vs. compliance)
    • Can I define or explain once, then use shorthand later?

  6. Select images responsibly

    Photography and visuals should reflect IU’s diversity while remaining true to reality. Over-representing or under-representing groups can create false impressions and undermine trust. Inclusive image selection balances visibility and honesty—showing people authentically, in real settings, and in ways that highlight their lived experiences.

    • Avoid staging images that suggest demographics that aren’t accurate.
    • Place individuals in real, meaningful contexts (e.g., classrooms, labs, communities) instead of generic settings.
    • Represent people as whole individuals—not just symbols of identity.
    • Aim for authenticity: the image should tell a true story about IU life and the communities we serve.

Resources on accessibility