Breaking down barriers: the importance of inclusive branding

In today's fast-paced digital world, brands compete fiercely to create memorable experiences. But here’s a question: can your brand truly be experienced by everyone? At Osedea, we believe accessibility in branding isn’t just about ticking boxes—it’s about making sure your products and services are usable by everyone, regardless of their abilities. Unfortunately, many brands overlook this crucial factor, unintentionally creating barriers that alienate a significant portion of their potential audience. Let's dive into why accessibility matters and the key strategies we use to ensure your brand is inclusive.

How accessibility impacts UX

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When brands ignore accessibility, they’re not just missing the mark—they’re creating real obstacles for users with disabilities. Imagine low colour contrast, which can make reading text difficult for older people or those with visual impairments, especially when combined with glare or poor lighting. Or think about a button that requires precise movements: simple for some, but frustratingly inaccessible for users with motor impairments.

Consider these real-world scenarios:

• A website with a white background and black text may seem like an easy, accessible choice. But for users with light sensitivity, this combination can be harsh and uncomfortable.
  
  
• A complex navigation menu with multiple nested levels might seem necessary to include all the information, but for users with cognitive disabilities, it can feel overwhelming and confusing.
  
  
• A simple hover-and-click button, a standard design feature, is easy for most users. But for those who rely on keyboard navigation, it’s a barrier to interaction.

The legal implications

Beyond user frustration, neglecting accessibility can have legal consequences. Many jurisdictions have laws requiring businesses to make their products and services accessible. Take Ontario, for example. Under the Accessibility for Ontarians with Disabilities Act (AODA), websites must meet specific accessibility standards. Non-compliance can result in hefty fines and damage to your brand's reputation—not to mention the trust you’ve worked hard to build.

The true cost of ignoring accessibility

Inaccessible design doesn’t just limits user engagement—it goes against the core values of inclusivity and equality. When a brand is not accessible, it risks:

• Reduced user base: By excluding users with disabilities, brands miss out on a massive market. The World Health Organization estimates that over 1 billion people worldwide live with disabilities, representing a substantial consumer base.
• Negative brand perception: Inaccessible design can be seen as inconsiderate and exclusionary. A brand that is perceived as inaccessible can alienate customers and harm its overall image.
• Missed business opportunities: Failing to meet diverse needs can lead to lost revenue and missed chances to connect with new audiences. Accessible brands attract morecustomers and build stronger loyalty.
• Increased development costs: Fixing accessibility issues after launch is expensive and time-consuming. It far more efficient—and cost-effective—to incorporate accessibility at the start of the design process.

How to make your brand accessible

Fortunately, there are concrete steps you can take to make your branding more inclusive. Here are some of our top strategies:

• Prioritize colour contrast: Use colour combinations that are easy to differentiate for people with visual impairments. A tools like the WCAG Color Contrast Checker can help evaluate your choices.
• Design for keyboard navigation: Ensure your website and applications can be fully navigated using a keyboard, accommodating users with motor impairments. Implement keyboard focus indicators to show users where they are on the page.
• Simplify complex layouts: Avoid overwhelming, cluttered designs. Clear headings, subheadings, and labels make navigation easier, especially for users with cognitive disabilities. Consistency across pages also helps users understand the structure and navigate seamlessly.
• Use clear, straightforward language: Avoid jargon and complex sentence structures. Opt for plain language that is easy to read and understand—ensuring that everyone can engage with your content.

For a deeper dive into accessible design, check out “Six ways to elevate your brand by prioritizing accessibility.” 

We believe that accessibility is a fundamental principle of good design. By prioritizing inclusivity, you not only improve user experience but also strengthen your brand's image and open doors to new markets.

To learn more about accessibility best practices, explore resources from the World Wide Web Consortium (W3C) and the Web Accessibility Initiative (WAI).

And remember, by investing in accessibility, you're investing in the future of your brand.