Branding13 Aug 2024Andrea Boyle

How to make accessibility more accessible: A guide for Brand Managers

In today’s digital age, accessibility is more than just a nice-to-have feature - it’s a necessity. Whether you're a brand manager, designer, or marketer, ensuring your brand’s content is accessible to everyone is crucial. Not only does it help you reach a broader audience, but it also promotes inclusivity and belonging – key elements of a strong brand proposition. 

This guide will walk you through the basics of accessibility, why it’s important for your brand, and how you can start making a difference today.

Where do you start? 

Starting with accessibility might feel overwhelming, especially if it’s a new concept for you. But the truth is, making your content accessible doesn’t have to be complicated. It begins with understanding the basic principles and making small, intentional changes. 
 

1. Understand what accessibility means 

Accessibility ensures that everyone, including people with disabilities, can perceive, understand, navigate, and interact with your content. Disabilities can be visual, auditory, physical, cognitive, or neurological. By making your content accessible, you’re ensuring that all users have equal access to your brand. 
 

2. Conduct an accessibility audit 

Before making any changes, it's essential to understand where you stand. An accessibility audit will help you identify areas where your brand may be falling short. This audit can include everything from your website and social media content to your printed materials. There are many tools available (we’ll discuss them later) that can help you perform this audit. 
 

3. Start small but think big 

You don’t have to overhaul everything at once. Start with the basics and work your way up. Even small changes can have a big impact. Think about the most critical touchpoints your audience has with your brand and prioritise those. 

The basics of accessibility 

Now that you know where to start, let’s dive into the basics of accessibility. These foundational elements will help you build a strong, inclusive brand.

1. Colour contrast 

Colour contrast is one of the simplest yet most overlooked aspects of accessibility. Good contrast ensures that your content is readable by everyone, including people with visual impairments. 

Good example: Black text on a white background offers strong contrast, making it easy to read. 

Bad example: Light grey text on a white background can be difficult for many people to read. 

To check your colour contrast, use tools like the WebAIM Contrast Checker. Aim for a contrast ratio of at least 4.5:1 for normal text and 3:1 for larger text.

2. Font size and readability 

Font size and readability are critical to ensuring that your content is accessible to everyone, including those with visual impairments or cognitive disabilities. 

Good Example: A minimum font size of 16px is generally recommended for body text on websites. Pair this with a line spacing of at least 1.5 for better readability. 

Bad Example: Small fonts (e.g., 12px) with tight line spacing make it hard for users to read and comprehend the text. 

When choosing fonts, opt for sans-serif fonts like Arial, Verdana, or Helvetica. These fonts are typically easier to read on screens. Avoid overly decorative fonts, especially for body text.

3. Alt text for images 

Alt text (alternative text) is a description of an image that’s read aloud by screen readers for visually impaired users. It’s a small detail that can make a big difference. 

Good example: For an image of a person using a laptop, the alt text might be “A woman working on a laptop in a coffee shop.” 

Bad example: Using generic alt text like “image1.jpg” or leaving the alt text field blank. 

When writing alt text, be descriptive but concise. Describe the content and purpose of the image in a way that conveys the same information the image provides visually.

Why is accessibility important for Brand Managers? 

As a brand manager, you’re responsible for ensuring that your brand’s messaging is clear, inclusive, and resonates with your audience. Accessibility is a key component of this. 

1. Reach a broader audience 

By making your content accessible, you’re opening the door to a broader audience. Approximately 1 billion people worldwide have some form of disability. If your content isn’t accessible, you’re potentially excluding a significant portion of your audience. 

2. Enhance your brand’s reputation 

A commitment to accessibility shows that your brand values inclusivity and is dedicated to serving all customers. This can enhance your brand’s reputation and build trust with your audience. 

3. Compliance with legal requirements 

In many regions, accessibility isn’t just a nice-to-have—it’s a legal requirement. Websites and digital content must comply with accessibility standards like the Web Content Accessibility Guidelines (WCAG). Failure to do so can result in legal action and damage to your brand’s reputation.

Accessibility as a brand proposition 

Inclusivity and belonging are powerful brand propositions. When you prioritise accessibility, you’re not just complying with regulations—you’re creating a brand that everyone can connect with. 
 

1. Foster a sense of belonging 

When people with disabilities can easily access and engage with your content, they feel valued and included. This fosters a sense of belonging and strengthens their connection to your brand. 

2. Drive brand loyalty 

Accessibility can drive brand loyalty. Customers are more likely to stick with brands that are inclusive and cater to their needs. By making accessibility a core part of your brand strategy, you’re investing in long-term relationships with your customers. 

3. Stand out in a competitive market 

In a crowded market, accessibility can be a differentiator. Brands that prioritise accessibility are seen as forward-thinking and socially responsible, which can give you a competitive edge.

Top three things to address in your accessibility approach 

To truly elevate your brand’s accessibility, focus on these three key areas: 

1. Colour contrast 

As mentioned earlier, colour contrast is crucial. Ensure your text is easy to read against the background. Use tools to check your contrast ratios and adjust your colours as needed. 

2. Font size and type 

Make sure your font size is large enough to be read comfortably by everyone. Choose fonts that are clean and easy to read and avoid overly decorative or complex fonts for body text. 

3. Alt text for images 

Don’t overlook the importance of alt text. It’s a simple yet effective way to make your content accessible to visually impaired users. Take the time to write descriptive alt text for all images. 

Also consider the role of language in accessibility 

Language plays a critical role in making your content accessible and inclusive.  

1. Avoid jargon and complex language 

Using jargon, technical terms, or complex language can make your content difficult to understand, especially for people with cognitive disabilities or those who speak English as a second language. Stick to plain, straightforward language that everyone can understand. 

2. Use Inclusive Language 

Inclusive language respects and acknowledges the diversity of your audience. This includes being mindful of age, ethnicity, gender (including non-binary identities), and different languages. 

Additionally, consider offering content in multiple languages if your audience is diverse. This can greatly improve accessibility for non-native speakers and help your brand connect with a broader audience. 
 

Tools and resources 

To help you on your accessibility journey, here are some tools and resources you can use: 

Making accessibility more accessible isn’t just about ticking a box - it’s about creating a brand that everyone can connect with. By understanding the basics, prioritising key areas like colour contrast, font size, and alt text, and using the right tools, you can elevate your brand’s accessibility. In doing so, you’ll not only reach a broader audience but also foster a sense of belonging and inclusion that sets your brand apart. 

Remember, accessibility is an ongoing journey. Start small, think big, and keep learning. Your brand and your audience will thank you for it. 

Article by Andrea Boyle

Andrea Boyle is the Senior Creative Designer at Belong Creative. She seeks to solve problems with visual solutions that captivate and inspire people with beautiful design. When not working she enjoys getting outdoors, reading a good book and spending time with her family.