ADA Standards for Accessible Design (ADA stands for Americans with Disabilities Act) help ensure people with disabilities have equal access to communications. For Estipona Group, this means considering the needs of diverse audiences in both online and print communications, including people experiencing these physical and cognitive differences:
- blindness or low vision
- deafness or hearing loss
- limited movement
- cognitive limitations
- speech impairment
- physical disability
On the web, we follow the Web Content Accessibility Guidelines (WCAG 2.1) and apply ADA Standards for Accessible Design in printed materials and digital communications. For our roster of government, health care and education clients, making communications accessible for diverse users has become a necessity. We would argue it should be a necessity for all marketers — both as a matter of economics and equity. Our belief is, eventually, it will be the standard, the same way mobile responsive websites became the standard. When Google starts prioritizing ADA-compliance in their search rankings, marketers will need to make this a priority.
—Tim Robb, Nevada State Pandemic Response, Office of the Governor
It's economics and more than economics
Certainly, people with disabilities having buying power, and making marketing messages accessible to them makes good economic sense. But making content accessible — including printed materials, website content, online images, PDFs, videos and other digital assets — to those with disabilities is also the right thing to do. It is a matter of creating equity in access to information.
Grow your audience, create inclusion, be part of the solution
ADA compliance online is inevitable — and essential
Creating ADA-compliant communication materials can be more of an investment of time and resources than some marketers are willing or able to make. If you want your website to be more accessible to more people, Web Content Accessibility Guidelines (WCAG) are a great place to start.
Social media & ADA compliance — what you should know
Your social media is an integral part of your brand. If you want your brand to be accessible and inclusive, you need to consider ADA principles when developing your social media posts. Not sure where to start? We can help.
Good design is accessible design
From font size to color contrast, information hierarchy to paper type, design using ADA principles is simply good design — and it makes good business sense, too. If you’d like to create more accessible marketing communications, check out our guide to accessible print design.