It’s not only important from an ethical standpoint to create marketing assets that are as accessible as possible; from a business perspective, too, it’s the right choice for leaders to make when producing front-facing campaigns.
Higher inclusivity means a broader audience of people we can speak to. It contributes to a better customer experience overall, both for those individuals with and without visual impairments (and, notably, billions of people worldwide do live with some visual impairment, according to the World Health Organization).
But how does one go about determining how accessible (or not) a brand’s marketing collateral may be? At Digital Summit: Deep Dive Into Email, I presented a talk to elucidate this. (Digital Summit is a virtual conference that brings professionals, experts and enthusiasts together to discuss, teach and learn about trends and best practice in technology, digital marketing and other topics.)
In the talk I shared inclusive design principles around the AA (“double A”) and AAA (“triple A”) accessibility ratings, based on the Web Content Accessibility Guidelines (WCAG); how to calculate and interpret contrast ratio, the most common quantitative measurement of accessibility; as well as step-by-step instructions for auditing marketing and improving said contrast ratio.
Skills: Email Marketing · WCAG Compliance · Content Strategy