
By Amy Derksen on in Design & Experience, Strategy
Universal design: Applying an “everyone’s invited” mindset to your marketing
If you live in a space built or updated in the last 50 years, you’re probably enjoying the benefits of universal design—zero-entry showers, levers instead of knobs on your doors and faucets, kitchen storage drawers. If you don’t have a disability, you may find these features convenient. But for someone with additional needs, they’re a game changer.
The problem with audience personas is the way they try to distill targets into one person who looks just like a stock photo. Chances are, the woman described in your brief doesn’t speak Mandarin at home or use a wheelchair. But your audience certainly does.
Since the 1970s, when Ronald Mace began championing universal design in buildings and public spaces, these ideas have expanded to education, consumer products, media and more. What’s more, universal design has grown to encompass considerations for people of all ages, languages, backgrounds, and physical and cognitive abilities.
So let’s talk about your marketing audiences.
- Roughly 26% of the population has some type of disability, and up to 20% is neurodiverse.
- Twenty percent of Americans speak a language other than English at home—and that doesn’t include audiences who extend beyond international borders.
- One in twelve of your male audience members is likely to have color blindness.
- While younger cohorts are now in decision-making roles, the average age in the C-suite is 56 and the buying power of people over 50 is skyrocketing.
The answer? Don’t ignore anyone.
The problem with audience personas is the way they try to distill targets into one person who looks just like a stock photo. Chances are, the woman described in your brief doesn’t speak Mandarin at home or use a wheelchair. But your audience certainly does. As you create marketing strategies and assets, consider the seven principles of universal design (aka design for all, user-centered design, human-centered design):
- Equitable use
Designs and content should aim to support any user, either in a single version or in alternate versions for people with different needs. If it can’t be identical, it should at least be equivalent—alternate experiences should be as appealing as the primary approach. - Flexibility in use
Letting the user choose how they receive content, such as options for language, text size or pacing, or the ability to use a screen reader to understand graphics or animations, demonstrates respect for every audience member. - Simple and intuitive
We’ve talked before about marketing to neurodiverse audiences, and similar rules apply. To cast the widest net and build goodwill across your whole audience, avoid making your designs, interfaces and content overly complex. Use straightforward, non-America-centric language. And don’t confound users with unexpected changes in context or navigation. - Perceptible information
Make things legible. Seems fairly obvious, no? High-contrast images and text, low-glare coatings on your printed pieces, and simple instructions all reduce barriers—and never rely on color to convey a message on its own. It’s hard to convert people once you’ve frustrated them. - Tolerance for error
I have a friend who, like many, does a lot of shopping online. In her case, however, it’s because she has motor neuron disease and interacts with the web (and her family and friends) using an eye-tracking device. I’ve tried it, and it’s mind-blowing. But pop-ups with tiny Xs, fiddly drop-downs, hidden anything and interactions based on hovering can be frustrating when you’re clicking simply by looking at one spot for a second. Instead, give people large-enough, properly spaced buttons, easy navs and ways to back out of mistakes. And avoid CAPTCHAs unless absolutely necessary. - Low physical effort
While this mostly applies to the physical world, the digital world can take notice by reducing form fields and repetition. If you’re sending out direct mail, think about how easily your pieces can be opened by someone with carpal tunnel syndrome, one arm or even an infant on his hip. - Size and space for approach and use
This principle is generally about considering sightlines, access by wheelchair users and ergonomics for all body types. But we can apply it in marketing by ensuring white space (or black space in dark mode) that helps important points stand out and by not putting hurdles (visual, written or otherwise) in people’s way.
The Web Accessibility Initiative provides detailed guidelines for helping you reach every member of your audience. Or you can let FATFREE take the lead in giving your marketing a more universal appeal.