Putting It Into Practice: A Quick-Start Table
Here’s a snapshot of common marketing assets and actionable steps you can take right now.
| Marketing Asset | Key Inclusive Action | Why It Matters |
|---|---|---|
| Social Media Graphics | Add descriptive text in the post itself for key visual info. Use high color contrast. | Platforms often have poor alt text support. High contrast helps in bright light or for low vision. |
| Email Newsletters | Use semantic HTML, descriptive link text (“Read our case study,” not “Click here”), and test without images. | Ensures readability in various email clients and with screen readers. |
| Website CTAs | Ensure large clickable area, clear visual state (hover/focus), and ARIA labels if needed. | Helps users with motor control issues and those navigating by keyboard. |
| Reports & eBooks (PDFs) | Use real headings, add alt text to charts, and ensure proper reading order. Offer an HTML version. | Most PDFs are accessibility nightmares by default. This makes them usable. |
| Live Videos & Webinars | Provide real-time captioning (CART) and live audio description if visual content is unexplained. | Enables real-time participation for deaf and blind attendees. |
The Human in the Loop: Beyond the Checklist
Tools and checklists are fantastic. Automated scanners can catch missing alt text. But true inclusivity requires empathy. It requires involving real people with diverse abilities in your testing process—and paying them for their expertise. You’ll uncover issues no algorithm can find.
Listen to their feedback. A person who uses a screen reader daily might navigate your site in a way you’d never anticipate. Their insight is pure gold.
And remember, this isn’t about achieving some mythical state of “100% accessible.” It’s about continuous, committed improvement. Launch a new campaign? Run it through these principles. Redesign a landing page? Make accessibility part of the first creative brief, not the final QA ticket.
A Final Thought: The Ripple Effect
When you design for the edges, you improve the center for everyone. The curb cut, originally for wheelchair users, now benefits delivery workers, travelers with suitcases, and kids on skateboards. Your accessible marketing is the same.
Clear captions help a non-native language speaker. High-contrast text is easier for anyone reading on a phone in the sun. Simple navigation reduces frustration and increases conversions across the board. In the end, implementing accessible and inclusive marketing design principles isn’t a constraint on creativity. It’s the very thing that makes your creativity—and your message—truly resonate. Because you’re not just designing for an audience segment. You’re designing for people.