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Increase Your Digital Marketing Engagement With These Inclusive Design Best Practices

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Photo: Rasmus Guerdin | unplash

The Americans with Disabilities Act (ADA), the 21st Century Video and Communications Access Act (CVAA), and other laws have forced companies to make their stores, marketing campaigns, and other aspects of their business accessible to people with disabilities. Along the way, many brands have realized that large parts of their customer base are benefiting from these facilities.

The realization that people with permanent, temporary, and situational challenges all benefit from design changes has led to a shift from a focus on accessibility, where post-production arrangements are made based on exception, to the adoption of comprehensive design, and a pre-planned intent to be more accessible Dealing with everyone.

To engage a wider audience, consider incorporating these inclusive design best practices into your marketing campaign planning:

visual considerations

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

1. Use direct text, This allows screen readers and voice assistants to read your text. It also allows people to easily adjust the type size on their screen. Graphic text embedded in an image is less user-friendly.

2. Use legible text. A font size of 14-18 bps is a good base, with headlines and subheading styles being noticeably more prominent.

3. Use alt text For in-site images, email, social and other digital campaigns to provide an alternative plain text to non-text content when images are turned off or if viewers are using screen readers. If you have graphics that contain display text, use the alt text to duplicate the display. However, images used to set the mood do not need descriptive alt text.

4. It has a high color contrast for the text. Black text on a white background is the easiest to read. It also adapts better to dark mode. Be especially careful about overlaying text on an image with a lot of color variations. Use the contrast checker if you are unsure.

5. Use calls to action that stand out Separate the CTAs from the surrounding text. Use bulletproof buttons instead of graphic buttons. To make your CTA text link stand out, use color, bold, and/or underline, and consider including an arrow at the end of it.

Related article: We need accessibility and inclusive design now more than ever

Hearing considerations

Make your campaigns accessible to people who are deaf, people with an ear infection or a ruptured eardrum, people in noisy environments or places where they can’t play audio — plus many others. To do this…

6. Use captions on your videos. Repeat all the dialogue – and possibly the main sound effects – with text captions. Also use captions for animated gifs, especially those that provide excerpts from videos.

Cognitive considerations

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

7. Use small content blocks. Fewer words and fewer paragraphs are better.

8. Spacing between text and content blocks. Characters that are too close together can be difficult to read. Likewise, lines of text that are too long or not sufficiently spaced can be difficult to accommodate.

9. Make the purpose of the engagement clear Using clear and concise CTA language that describes what will happen next. Avoid using calls to action such as “Click here”.

10. Organize your message in a logical sequence for content. Have clear and meaningful progress that is easy to understand.

11. Make a calendar reminder. If you’re asking people to set attendance, attend, or do anything in the future, link to a calendar reminder to help them remember.

Related Article: Web Accessibility Serves Everyone: Here’s How To Get Started

Engine considerations

When designing your campaigns, consider making them accessible to people who have had tremors, had a hand injury, or lost a hand. The changes you make also likely improve the experience for people who only have one hand because they’re carrying a baby, carrying a bag, or holding onto a subway pole, for example. To make your campaigns accessible to people with mobility limitations:

12. Avoid compiling calls to action. Create a better user experience by providing plenty of space between your links to avoid false clicks.

13. Use the full view buttons on the mobile phone. Regardless of whether the person is using their right or left hand, they should be able to easily click on your calls to action.

These inclusive design best practices can be used to create more effective marketing campaigns that engage a more diverse audience, as well as deepen engagement with those already involved.

Chad S. White is the author of Email Marketing Rules and Head of Research at Oracle Marketing Consulting, a full-service global digital marketing agency within Oracle.

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