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In digital and content design, it’s important
for those designing email campaigns or web
pages to know that bright flashing Gifs can
cause serious problems for people with certain
types of epilepsy, or that videos auto-playing on
web pages can cause confusion and difficulty for
people to access content. Photographs on
websites should contain accompanying alt text
to describe an image to a user with a visual
impairment. Web pages should contain heading
tags, and hyperlinks should avoid generic
phrases like ‘Click here’, so that those navigating
with screen readers can effectively the site.
There are lots of resources where designers
can improve their knowledge. The government
website gov.uk has a basic ‘Dos and don’ts on
designing for accessibility’ page, giving tips on
creating for a broad spectrum of audiences.
Products like Stark provide tools to ensure
accessible is integrated, such as colour contrast
tools. Campaigns such as Help Me Spend My
Money, which highlights that UK businesses
could be missing out on as much as £420 million
a week in lost sales, call for more retail and
hospitality businesses to become disability
confident so they can offer the same level of
service to all customers. And training providers
such as the Digital Accessibility Centre offer
training sessions as well as useful resources and
insightful demonstrations of its disabled staff
using assistive technology and talking about
their experiences.HOW TO REFORM THE DESIGN INDUSTRY
It’s down to more than just individuals
improving their knowledge, skills and
perspectives. There are fundamental changes
our industry needs to make, to better provide
for disabled users – and the first is our
workforce. It’s well reported that design isn’tthe most diverse industry in terms of gender
and ethnicity, but we also need to do far better
in terms of representation of disabled people.
It’s an obvious but key point that an agency
which employs disabled designers is going to
have a better understanding of the nuances of
accessible design than an agency made up of
only non-disabled people. Ensuring recruitment
practices are inclusive and ensuring staff have
access to the relevant training is essential.
For a diverse and more knowledgeable
workforce, we also need a diverse and more
knowledgeable pipeline of talent. Design
courses, such as those within universities, need
to ensure that they’re recruiting disabled
students, that they’re catering to their needs
when they arrive, and that they’re broadening
the perspectives of their non-disabled students
to the needs of diverse audiences.
And design needs to better recognise and
reward designers, agencies and campaigns for
their work in accessibility and inclusivity. We’ve
seen inspiring improvements in rewarding
efforts in sustainability and environmental
impact. For example, D&AD introduced its
White Pencil in 2013 to acknowledge creative
work that makes a difference in these areas. So
let’s also reward a less-understood, under-
celebrated but socially and morally vital element
of excellent design: accessibility.
None of us mean to discriminate against
disabled people with our designs. We work in a
pressured and creative environment with
demanding briefs and tight deadlines. But we
must face the reality that sometimes we could be
better. Designers, and the design industry, must
ensure we learn from our mistakes, listen to
feedback and broaden our perspectives. And it’s
also worth remembering that accessible design
is better for everyone.NEWS, VIEWS & EVENTS
“Disability is
caused by the
way society is
constructed,
rather than
by a person’s
‘impairment’
or ‘difference’”
Bolo won a D&AD White Pencil
in 2018 for its app that helped
illiterate adults in India use
their voice to manage internet
banking on their smartphones.
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