As diversity continues to increase in today’s world, and inclusivity stays at the top of public consciousness, creative accessibility in branding is no longer a “nice-to-have” – it’s a must-have. Brands today have to be able to speak all languages to their audience, embracing diversity not just in messaging but within their design itself.
A recent study from Samsung and OnePoll, which surveyed 1,000 UK adults with disabilities, found that over two-thirds (68%) have felt excluded from products or services due to accessibility issues and this needs to change
What Is Creative Accessibility?
Creative accessibility in branding refers to bringing in identity creation and visual elements that are usable by all users, irrespective of ability. It is not about guidelines but being considerate of how the audience views one’s brand, making sure, visual, verbal messaging and design work for all.
Accessible design centres on universality, providing equal access to information and user experiences, no matter the individual’s situation or context
Accessibility means using colour schemes that are friendly for colour-blind users (about 4.5% of the UK population according to the BBC) and those with low vision (around 13.5% according to the RNIB), as well as choosing legible typography and designs that take cognitive differences into account, like dyslexia (10% according to dyslexia UK) and ADHD (8% according to ADHD aware). But it’s also bigger, in that it considers how brands communicate a tone, messaging, and visual content to make one feel more welcome and included.
Why Creative Accessibility Matters For Brands
By prioritising accessibility, brands show they care about all their customers. Accessible branding builds trust and fosters stronger relationships with audiences, which leads to better engagement, higher conversions and improved ROI.
An inclusive brand not only attracts a broader audience with data from C21 finding that by creating content that is accessible you can reach up to 25% more people. But it also builds loyalty and enhances its reputation as a responsible, ethical entity.
Creative Processes We Use At Jam
From the initial stages of a branding project, we’ll consider any accessibility needs relating to your brand – this can vary from things like your colour palette, through to fonts use and sizing across different applications. It all boils down to who your audiences are, and the specific needs of your brand.
We can support by conducting in-depth customer research to gain a deeper understanding of your audience. From there, we move forward with solid data, strategy and insights. These insights inform our design process, where we balance accessibility and creativity in line with your brand’s objectives. We’ll also be able to identify the right audience for testing, ensuring we gather genuine customer feedback before launch.
The Challenges Of Accessibility In Branding
Certain sectors, like education and charity, face unique accessibility challenges. Designing inclusive educational materials and environments is essential to accommodate the diverse needs of students, including those with disabilities, varied learning styles, and language backgrounds.
In Greater Manchester, addressing literacy levels is particularly important. Recent GOV. data indicates that 18% of the population aged 16 and over in England and Wales have no qualifications, highlighting the need for accessible educational resources.
For example, educational businesses need to accommodate students with a variety of disabilities and learning styles. Recent data from NAO found that around 1.9 million children and young people aged 0 to 25 years in England (11%) were identified as having special educational needs (SEN). This means designing not just websites but also teaching materials and physical environments that are inclusive.
Charities also face challenges in accessibility. With inherently lesser budgets, they often need to prioritise where to invest in accessible design. But by neglecting accessibility on their websites or in their messaging, they risk alienating potential donors, volunteers, and supporters – something that can significantly hinder their mission.
The Risks Of Ignoring Accessibility
Not considering accessibility will alienate a large portion of your audience and hurt the brand reputation. This is especially risky for sectors like education and charity, where inclusivity is key to their success. If accessibility is an afterthought, it’s often harder—and more expensive – to fix later on.
Case Study – Limits Save Lives Campaign
As part of our collaboration with the “Limits Save Lives” campaign, we made sure it was accessible, user-friendly, and inclusive for all users demographics Our design approach prioritised clear, legible text with optimal sizing and contrast, straightforward navigation, and logical content organisation.
To support users with assistive technologies, we implemented semantic coding, alt text for images and videos, and responsive video hosting via Vimeo. We also added subtitles to video content and reduced flashing animations to a minimum in an effort to create room for sensory-sensitivity users. With these changes, we managed to get the essential message of the campaign to everyone it could reach.
