Tuesday, June 22, 2021

12 Inclusive Design Changes to Increase Your Marketing Engagement

Lauren Castady
May 21, 2021

3 minute read

The Americans with Disabilities Act (ADA), 21st Century Communications and Video Accessibility Act (CVAA), and other laws forced companies to make their stores, marketing campaigns, and other aspects of their business more accessible to people with disabilities. And many brands began to realize that huge portions of their customer base benefit from such accommodations.

The understanding that people with permanent, temporary, and situational challenges all benefit from design changes has fueled a transition from accessibility, where post-production accommodations are made based on the exception, to an embrace of inclusive design, a pre-planned intention to be more user-friendly based on inclusion.

To engage a broader audience, consider incorporating these inclusive design changes into your campaign planning.

Visual considerations

When designing your campaigns, consider the experience of people who are blind, color blind, or have an eye injury. These techniques may also support those who work or read in bright or even low-light environments. Here are a few ways to make your campaigns more visually accessible:

  1. Use live text, which allows screen readers and voice assistants to read your text. It also lets people easily adjust the type size on their screen. Graphical text embedded in an image is much less user-friendly.
  2. Use legible text. A font size of 14-18 point type is a good baseline, with headlines and subhead styles needing to be considerably more prominent.
  3. Use alt text for images within your website, email, social, and other digital campaigns to provide a plain text alternative to non-text content when images are turned off or if viewers use screen readers. If you have graphics containing offer text, use alt text to replicate the message. Images used to set a mood, however, don’t need descriptive alt text.
  4. Have a high color contrast for text. Black text on a white background is the easiest to read. It also adapts the best to dark mode. Be particularly wary of overlaying text on an image with lots of color variations. Use a contrast checker if you’re unsure.
  5. Use calls-to-action that stand out by separating CTAs from surrounding text. Use bulletproof buttons instead of graphical buttons. And to make a text link CTA stand out, use color, bold, or underline, and consider including an arrow at the end of it.

Cognitive considerations

To make your campaigns more accessible to people with attention deficit hyperactivity disorder (ADHD) or memory impairments, those who have suffered a head injury, people who are tired or distracted, as well as many others, consider these options:

  1. Use small content blocks. Fewer words and fewer paragraphs are better.
  2. Space out your text and content blocks. Characters that are too close together can be challenging to read. Similarly, lines of text that are too long or not spaced far enough apart can be hard to read.
  3. Make the purpose of a link clear by using clear and concise CTA language that describes what happens next. Avoid only using “click here,” as it’s best to explain what happens after the click.
  4. Organize your message with a logical sequence for the content. Have a clear and meaningful progression so it’s easy to understand.
  5. Provide calendar reminders. If you’re asking people to tune in, attend, or do anything in the future, link to a calendar reminder to help them remember.

Motor considerations

When designing your campaigns, consider making them more accessible to people who have tremors, have suffered a hand injury, or have lost a hand. The changes you make will likely also improve the experience for people with only one hand free at the time due to holding a baby, carrying a bag, or holding onto a train pole, for example. To make your campaigns more accessible to those with motor limitations:

  1. Avoid clustering CTAs. Create a better user experience by putting plenty of space between your links to avoid mis-taps.
  2. Use full-width buttons on mobile. Regardless of whether a person is using their right or left hand, they should be able to easily click your CTAs.

These inclusive design techniques can be used to create more effective marketing campaigns that engage a more diverse audience. For a deeper dive into email accessibility and inclusive design, check out Email Accessibility: Fulfill Your Legal Responsibilities and Expand Your Reach on Oracle’s Modern Marketing Blog.

Lauren Castady
Lauren Castady is an award-winning Associate Creative Director for Oracle Marketing Consulting’s Creative Services practice. She has over 15 years of digital creative experience with a focus on creating highly personalized experiences through email marketing.
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