Design accessibility principles all brand marketers should know

Today’s best digital platforms don’t just work well, they work for everyone. From users relying on assistive technology to customers on the move, inclusive design has become a business necessity. As McGuffin’s design co-op and a design student at Northeastern University, I’ve come to see accessibility not just as a design best practice, but as a core responsibility.

This guide outlines key principles to help ensure your design is accessible — and effective.

Why accessible design matters in marketing

Today’s digital landscape demands seamless, inclusive experiences that cater to a diverse range of users. With the World Health Organization estimating that around 16% of the global population (over one billion people) experience some form of disabilit, and with the median age of the U.S. population rapidly rising, accessible design is not just a nice-to-have but an essential for reaching a broader audience. We use “design” broadly — from what users see visually on your site or app to how they move through a customer experience.

Additionally, younger users now expect accessible design. Millennials and Gen Z view inclusive design not as an add-on but as a fundamental part of every digital interaction. They demand that digital products work for everyone; if a platform isn’t accessible, these consumers quickly turn to brands that deliver on their high standards. For example, Snapchat has long faced criticism for its confusing, icon-heavy interface and lack of screen reader support, leading some blind and low-vision users to favor more accessible platforms such as Instagram or TikTok. Snapchat’s fading relevance shows that if users aren’t having a good experience, they’ll find one elsewhere.

Research demonstrates that companies prioritizing thoughtful, user-centered design consistently outperform their peers. Accessible design is more than just good practice — it’s simply better design.

Understanding disabilities: key considerations for design

A truly accessible digital experience begins with understanding the diverse needs of your users. Here are the primary categories of disabilities to consider:

• Visual Disabilities: Users with visual impairments benefit from clear layouts and legible text. Many rely on tools such as screen readers and e-readers to access digital content, so it’s important to ensure your design supports these technologies. For more detailed guidance, the ADA Standards for Accessible Design provide helpful best practices.
• Auditory Disabilities: Individuals with hearing challenges need alternatives to audio cues, such as captions and transcripts. These adjustments make multimedia content accessible without relying solely on sound.
• Motor Disabilities: Users with motor limitations rely on intuitive interfaces and simple navigation. Streamlined interactions and accessible controls make digital experiences smoother and more inclusive.
• Cognitive Disabilities: People with cognitive impairments prefer straightforward, uncluttered designs. Clear language and predictable layouts reduce complexity and enhance understanding.

These considerations are key to keep in mind for everyone involved in shaping a consumer experience. For marketers, that means being intentional about accessibility from the start — whether launching a newly designed site, or simply curating content for your brand. Designers, in turn, have the responsibility and creative opportunity to deliver experiences that are both inclusive and visually compelling. As a future designer, I’m learning that usefulness is just as important as aesthetics — maybe more. Accessibility isn’t a tradeoff— it’s a foundation for better, smarter design.

Actionable design practices for accessibility

Beyond understanding disabilities, these actionable design checkpoints provide clear benchmarks for creating accessible digital experiences. While your design agency or development team will likely take care of much of this, it’s good for marketers to understand these principles and why they’re necessary.

Here are key areas that we believe marketing and creative leaders should review during the design process:

1. Visual Design

• Contrast & Color: Verify that text and background combinations meet or exceed Web Content Accessibility Guidelines standards. Tools such as contrast can help ensure that every color pairing is legible.
• Typography & Readability: Choose fonts and sizes that enhance legibility. Avoid overly decorative fonts for body text and ensure that there is ample spacing between lines and letters.
• Visual Hierarchy: Organize content so that it guides the user naturally through the interface, using size, color, and layout to signal importance.

2. Digital Interactive & Navigation Elements

• ARIA Labels and Alt Text: Non-text elements such as icons or images should include descriptive alternative text or ARIA labels on the back-end of the site (via metadata) so that assistive technologies can communicate their purpose.
• Intuitive Scrolling and Navigation: Ensure that scrollable designs and dynamic content maintain usability and accessibility standards. Micro-interactions should enhance the experience without introducing barriers.
• Consistency in UI Elements: Uniform navigation menus, buttons, and calls-to-action create a predictable experience, helping users understand where to find information quickly.

3. Content and Multimedia Considerations

• Captions and Transcripts: Include captions for videos and transcripts for audio content, ensuring that multimedia is accessible to users with hearing impairments.
• Audio Descriptions: For blind users, provide audio descriptions for video content and key images, conveying essential visual information through sound.
• Clear, Concise Language: Simplify language and avoid jargon where possible. A clear content strategy can help users process information more efficiently.

4. Testing & Feedback

• Make regular usability testing a strategic pillar of your design process. Research shows that early and frequent testing can predict consumer behavior and boost sales by identifying issues before they affect the customer experience. By gathering and acting on real user feedback, you ensure your designs genuinely address human needs.  Because at the end of the day, accessible design is good design.

For detailed guidelines on creating accessible content, refer to the W3C Web Content Accessibility Guidelines (WCAG) or ADA Standards for Accessible Design.