Six ways to elevate your brand by prioritizing accessibility

Navigating accessibility can seem like a daunting task, especially if your brand is new to the concept. But don't worry—we’ve got you covered! This guide will help you take the first steps toward making your brand more inclusive. By prioritizing accessibility, you not only create a brand that welcomes a wider audience, but you also mitigate legal risks and enhance your reputation. Let's dive in!

Why is accessibility important?

Ensuring inclusivity means everyone feels welcomed and valued, no matter their abilities. But accessibility isn’t just for people with disabilities—it’s about fostering a sense of belonging for all users. A brand that prioritizes inclusivity sends a clear message everyone is welcome. This commitment to diversity and equality can boost your reputation and inspire stronger customer loyalty.

1. Conduct a thorough accessibility audit

If you already have an established brand identity, start by auditing your existing brand elements for accessibility. Look at your website, social media, marketing materials, and even your physical products. Are there barriers, like low colour contrast, overly complex layouts, or images without alt text? 

• Colour Contrast - Use tools like the Coolors Contrast Checker to evaluate colour contrast between your background and text. You'll get a rating from "Very poor" to "Super," which will guide your next steps.

• Responsiveness - Ensure your site works well across different devices by testing responsiveness with Chrome extensions like Viewport Resizer. 

Identifying these pain points helps you map out a clear plan to improve accessibility, step by step.

2. Establish accessibility standards

Set clear, consistent accessibility guidelines for your brand. You could adopt the Web Content Accessibility Guidelines (WCAG), or collaborate with accessibility experts to craft internal standards. Experts can help you navigate WCAG’s complex recommendations and suggest the best approaches for your specific needs.

By setting these guidelines, you give your team the tools to make informed, inclusive design decisions across all touchpoints.

3. Choose accessible design elements

When designing for accessibility, every element—colours, fonts, images, and layouts—should be intentionally chosen to ensure clarity, usability, and inclusivity for all users.

• Colours - Make sure your colours provide enough contrast for people with visual impairments. Tools like WCAG Color Contrast Checker, Colour Contrast or Stark (for Figma users) simulate how individuals with different visual abilities perceive colour combinations.
  * The WCAG website also provides a full list of Web Accessibility Evaluation Tools.
  
  
• Fonts - Digital environments often benefit from simple,  sans-serif fonts that are easy to read on all screen sizes. Avoid decorative fonts that could be difficult from users to decipher. Keep legibility in mind, especially when it comes to smaller font sizes.
  
  
• Images and Alt Text - Descriptive alt text is critical for images, especially for users who rely on screen readers. For videos, include captions that provide a full transcript of the audio. These small changes ensure that all your content is accessible.
  
  
• Layout and Navigation - Simplify your layout and ensure it’s intuitive. Clear hierarchies with well-structured headings make navigation easier for everyone, including people using screen readers or other assistive devices.

4. Consider scalability and adaptability

Scalability and adaptability ensure that your brand elements, from logos to typography and layouts, remain clear and effective across all sizes, devices, and user interfaces.

• Logos - When designing or refining your logo, think about scalability. A logo that looks great when enlarged could become hard to read when reduced to smaller size (like in a mobile app). Ensure it remains legible in every context.
  
  
• Typography - Choose fonts that maintain clarity at various sizes. If you’re using a font for different purposes (e.g. headings, body text, captions, etc.), go for one with a variety of weights to keep things consistent while adaptable. Include guidelines for minimum text sizes.
  
  
• Responsiveness - Your design should adapt seamlessly to different screen sizes. This means your layouts should be responsive, ensuring users have a consistent experience, whether they’re on a desktop, tablet, or smartphone.
  

• Assistive Technologies - Ensure compatibility with assistive technologies like screen readers, voice recognition software, and braille displays. These technologies are essential for many users and making sure your brand works with them is a must.

5. Test with real users

Accessibility isn’t something you can assume—it’s grounded in real-world user experiences. To truly understand how accessible your brand is, you need to test with a diverse group of users, especially those who rely on assistive technologies like screen readers, magnifiers, or voice recognition software. Invite people with various disabilities to test your website, app, or product, as they can provide firsthand insights into potential barriers you might have overlooked.

Go beyond automated testing tools and partner with organizations that specialize in accessibility for in-depth user testing. Conduct usability studies where users complete key tasks while providing feedback on their experience. This can help you identify issues that may not be obvious during development. Additionally, consider running tests for different types of disabilities—visual, auditory, motor, and cognitive—to ensure your brand is inclusive for all.

6. Continuously improve

Remember, accessibility is not a finish line, but a continuous journey. Regularly review your brand's digital presence for accessibility compliance and make updates as needed. This ensures your brand stays inclusive and responsive to new developments in accessibility best practices.

By following these strategies and staying informed about accessibility trends and innovations, your brand can create a welcoming experience for all. Prioritizing accessibility doesn’t just broaden your audience; it aligns with values of inclusivity and respect, something your brand can proudly stand behind. Our team is here to support you in making those necessary changes in creating a brand that truly resonates with everyone.