Accessible marketing is clearer marketing

Accessibility is a communication issue

Accessibility is sometimes treated as a technical checklist handled at the end of a web project. In practice, many accessibility principles are simply principles of clear communication: say things plainly, make important information easy to perceive, and do not rely on a single sense or ability to understand a message.

In Ontario, organisations should also be aware of their obligations under applicable accessibility legislation and standards. Specific requirements vary by organisation, so it is worth confirming what applies in each case.

Visual design

• Contrast. Text needs sufficient contrast with its background to be readable in varied conditions, including bright sunlight on a phone.
• Text in images. Important messages placed only inside images are invisible to screen readers and often unreadable on small screens.
• Colour alone. Information conveyed only through colour — such as red for errors — should also be expressed through text or shape.
• Motion. Animation should be purposeful, and people who prefer reduced motion should be able to avoid it.

Language and structure

Clear headings, short paragraphs and plain language help everyone scan and understand content, including people using assistive technology, people reading in a second language, and people simply in a hurry. Link text that describes its destination (“View our media services”) is more useful than “click here.”

Video and audio

Many people watch video with the sound off. Captions help them, as well as people who are Deaf or hard of hearing. Where a video conveys important information visually, a text description or transcript ensures that information is available to people who cannot see it.

Forms and conversion points

Accessible forms tend to perform better because they are easier for everyone to complete. Every field should have a visible label, errors should explain how to fix them, and the form should be fully usable with a keyboard alone.

• Text and interface elements meet contrast guidelines.
• Key messages are available as real text, not only inside images.
• Videos include captions.
• Links and buttons describe their purpose.
• Forms have visible labels and helpful error messages.
• All interactions work with a keyboard.