Accessible Branding: How to Make Your Brand Inclusive for Everyone
An inclusive brand is crucial in the modern world, not merely a "nice to have." Designing for accessibility doesn't have to sacrifice aesthetics. This article will discuss how to create a brand that is inclusive by emphasizing alt-friendly graphics, visual hierarchy, fonts, colors, and icons.
Why Accessible Branding Matters
People of all abilities can interact meaningfully with your brand thanks to accessible branding. Careful brand design contributes to a more inclusive experience, regardless of a person's use of assistive technology, cognitive differences, or visual impairments. Additionally, accessibility frequently advances your company's objectives, including improved readability, increased reach, and increased user confidence.
Fonts - Clarity & Readability
Select clear, readable fonts: Sans-serif fonts, such as Roboto, Helvetica, or Arial, are typically easier to read, especially on digital screens. The ETF Brand Guidelines advise staying away from extremely ornamental script styles and utilizing straightforward fonts.
To improve readability, make sure your body text is large enough (at least 14 points or its equivalent). For clarity, internal communications guidelines recommend using at least 14 points.
Leading and kerning spacing, give your text some breathing room. Users with low vision or cognitive accessibility requirements benefit from proper letter and line spacing (leading). For instance, proper line spacing in relation to font size is advised by Alcoa's accessibility considerations.
To ensure that fonts scale correctly and that users can zoom in without disrupting your layout, use em or rem units in CSS. Scalable text is more flexible, as stated in accessibility typography guidelines.
Colors - Contrast & Inclusivity
To make sure your content is accessible, stick to the WCAG contrast guidelines. For regular text, you should aim for a contrast ratio of at least 4.5:1. If you're using larger or bold text, a ratio of 3:1 is perfectly fine according to WCAG 2.0 Level AA.
Test out your brand palette by using handy tools like the WebAIM Contrast Checker to assess your color choices.
If you find that your brand's main color doesn't meet contrast standards, think about creating some variations or accent colors that do. A lot of companies keep a secondary palette that’s accessible for text or UI elements.
It's important not to rely solely on color to get your message across. Instead, try incorporating shapes, icons, or text labels alongside your color cues.
When it comes to color combinations, it's important to tread carefully. Steer clear of pairings that might be tough for color-blind users, such as red and green or blue and brown. Also, watch out for overly bright complementary colors that can create a jarring visual effect.
Icons - Simplicity & Scalability
When it comes to design, stick to simple, recognizable shapes. Geometrically straightforward icons are much easier to grasp, no matter the size. Take the Michelin Design System, for example; it suggests opting for basic 2D icons instead of more intricate designs.
When it comes to icons, it's crucial to ensure they stand out against their background. This way, they’re easy to see and recognize. Opt for color combinations that are accessible, so that users with low vision can easily spot them.
When designing your icons, keep in mind their size and scalability. They should still be clear and recognizable even when they're shrunk down. Small icons need to be easily understood and distinct from one another.
Meaning is important. If an icon represents an action or conveys a specific meaning (rather than just being decorative), make sure to pair it with text labels or ARIA labels for screen readers.
Visual Hierarchy - Structure & Navigation
When it comes to organizing your content, make sure to use HTML headings like <h1>, <h2>, and so on, in a clear hierarchy. This approach really helps users who rely on screen readers to better understand and navigate through your material.
When it comes to layout, contrast is key! Use color, size, and spacing to clearly separate different sections of your content. And don’t forget about those interactive elements - make sure buttons stand out visually!
As users navigate your site by tabbing through, it's important that interactive elements have a distinct focus indicator - like an outline, underline, or any other noticeable state.
To create a more user-friendly experience, it's important to avoid visual clutter. Keeping your layouts clean and organized is key. A well-thought-out visual hierarchy can really assist users who may have cognitive impairments or attention challenges in locating content more easily.
Alt‑Friendly Graphics - Images That Include Everyone
Alt text is super important! Every informative graphic should have meaningful alt text so that screen readers can accurately describe what’s being shown.
When it comes to images, it's important to know the difference between decorative and informative ones. Decorative images can get away with having empty alt text, while content images really need descriptive alt text to convey their meaning.
When possible, steer clear of using text in images. It can lead to problems with scaling and readability. If you absolutely need to include text in a graphic, make sure it’s large, has a high contrast, and comes with a text alternative. Additionally, clear print guidelines suggest avoiding overly decorative fonts in your print designs.
When it comes to responsive graphics, try to use SVGs whenever you can. They scale beautifully and keep their clarity no matter the size!
Putting It All Together: Building Your Inclusive Brand System
Audit your existing brand
Make sure to run your colors through contrast checkers.
Take a moment to review your fonts and sizes.
Check that your icons scale properly and stay clear.
Don’t forget to evaluate your alt text coverage!
Define accessible design tokens
Create a color palette that’s easy on the eyes.
Select a font pairing that ensures good readability and contrast (you can use tools like the Accessible Font Pairing Tool for help).
Also, make sure to define the size of your icons, their stroke, and the rules for how to use them.
Document brand guidelines
Make sure to establish clear guidelines in your brand guide regarding accessible fonts, colors, icons, and imagery.
It’s also helpful to include some do’s and don’ts - like examples of poor contrast combinations or incorrect icon usage.
Educate your team
Help designers, marketers, and developers understand the importance of accessible branding.
Provide them with tools to test their designs, like WAVE and the WebAIM Contrast Checker.
Test with real users & tools
Use automated tools like WAVE or AXE.
Make sure to conduct usability testing with individuals of varying abilities.
Refine your brand system based on the feedback you receive.
Benefits of Accessible Branding
When you focus on inclusivity, you open the door for more people - no matter their abilities - to connect with your brand.
Using clear typography and good contrast makes it easier for everyone to read and understand your content.
Customers tend to stick with brands that genuinely care about accessibility and inclusivity.
Legal and ethical compliance: Following accessibility guidelines like WCAG not only minimizes risks but also shows that your company takes its responsibilities seriously.
Resources & Further Reading
WCAG Guidelines (W3C) - The gold standard for web accessibility.
WebAIM Contrast Checker - Tool to test color contrast ratios.
Accessible Font Pairing Tool - Helps you choose fonts that work well with accessibility needs.
Accessibility Design Guide - Offers detailed recommendations for color contrast, typography, and more.
Conclusion
Accessible branding is more than compliance - it's about designing with empathy. By thoughtfully choosing fonts, colors, icons, visual hierarchy, and alt‑friendly graphics, you can build a brand that speaks clearly and warmly to everyone. This not only improves user experience but strengthens your brand’s reputation as inclusive and forward-thinking.
