Digital marketing is no longer about the stuff you make, but the stories you tell- Seth Godin
Yes, the more engaging visuals and storytelling, the more successful digital marketing strategies will be. However, if infographics, social posts, and newsletters aren’t accessible, organizations are unintentionally excluding millions of people with disabilities.
Apparently, now web accessibility isn’t only about compliance; it’s about ensuring everyone can understand, engage, and connect with the content and message a brand wants to convey to its audiences.
Read along to understand how to design and distribute visual content that’s inclusive and compliant with accessibility standards like WCAG 2.2 and the European Accessibility Act (EAA).
Accessible infographics: Turning visual data into inclusive design!
Infographics assist in simplifying complex information – but they often rely heavily on color and visuals. Therefore, it is crucial to ensure that usage of colors and visuals is not increasing accessibility barriers.
- Provide text alternatives
- Add a short alt text summarizing the infographic (under 125 characters) for screen readers.
- Include a long description or data table on the same page or in a linked document, describing each section of the infographic.
- Ensure sufficient color contrast
- Use a contrast ratio of at least 4.5:1 between text and background.
- Avoid using color alone to convey meaning (e.g., “green means success, red means failure”); instead, use patterns, labels, or icons.
- Choose readable fonts and sizes
- Stick to sans-serif fonts for better legibility.
- Use a font size of at least 16px for web display.
- Maintain consistent spacing and clear hierarchy for headings and body text.
- Design with simplicity
- Avoid text-heavy visuals.
- Break content into small, scannable chunks.
- Use clear icons, descriptive labels, and logical reading flow (left to right, top to bottom).
Accessible social media posts: Inclusion on every platform!
Accessibility on social media extends the brand’s message to audiences using assistive technologies, enhancing usability for everyone.
- Add alt text to images and GIFs
- Most platforms – including Instagram, LinkedIn, X (Twitter), and Facebook – allow organizations to add alt text.
- Keep it descriptive but concise, e.g., “A person holding a smartphone with an accessibility widget open.”
- Use CamelCase in Hashtags
- Write hashtags in CamelCase (e.g., #DigitalAccessibility instead of #digitalaccessibility).
- It helps screen readers pronounce each word correctly.
- Provide captions or subtitles for videos
- Always add captions for videos. They help deaf users, hard-of-hearing users, or those in sound-sensitive environments to understand content.
- Include transcripts for longer video or audio posts.
- Avoid text embedded in images
- If text must appear in an image, make sure it’s readable (high contrast, large font) and described in the post copy or alt text.
- Emojis and formatting
- Limit emojis to the end of sentences and avoid using them in place of words – screen readers read each emoji description aloud.
- Maintain clear sentence structure and avoid decorative characters that may confuse assistive tech.
Accessible email newsletters: Inclusive communication in inbox!
Emails remain a powerful communication channel, provided accessibility is not compromised amidst visually rich designs.
- Use semantic HTML structure
- Build emails with proper heading hierarchy (H1, H2, etc.), lists (
, ), and descriptive links. - Avoid designing emails as a single large image; always include meaningful text.
- Build emails with proper heading hierarchy (H1, H2, etc.), lists (
- Add alt text for images and icons
- Every visual should have descriptive alt text explaining its purpose or message.
- Decorative elements can have empty alt attributes (alt=””) to prevent distraction for screen readers.
- Maintain color and contrast standards
- Use a strong contrast between background and text (minimum 4.5:1).
- Ensure color is not the only way to convey meaning.
- Choose accessible fonts and layouts
- Use web-safe fonts like Arial, Verdana, or Helvetica.
- Avoid justified text – left alignment is easier to read.
- Maintain sufficient line spacing (1.5x) and font size (minimum 14-16px).
- Ensure keyboard and screen reader compatibility
- Provide clear and descriptive links
- Use meaningful link text like “Read our accessibility guide” instead of “Click here”.
- Add visible focus states for interactive elements.
Testing and validation to ensure accessible infographics, newsletters, and social media posts!
Accessibility doesn’t end with design - testing is crucial.
- Use tools like Free Accessibility Checker, WAVE, axe, or Lighthouse to check color contrast, alt text, and structural elements.
- Conduct manual reviews with screen readers and keyboard-only navigation.
- Gather feedback from users with disabilities to understand real-world usability.
Reasons why accessibility matters in visual marketing
Accessible design:
- Expands the audience reach
Accessible visuals ensure that everyone - including users relying on assistive technologies like screen readers, magnifiers, or captions – can understand the brand’s message correctly. This inclusivity naturally broadens organizations’ audience base and helps them connect with people otherwise left out.
- Strengthens brand trust and reputation
Consumers are more likely to engage with and remain loyal to brands that demonstrate empathy and responsibility. When an organization’s marketing materials are accessible, it reflects its brand’s values and shows that they care about all users. This can significantly improve brand perception, especially in industries where inclusivity is becoming a key differentiator.
- Improves user experience for everyone
Accessibility often enhances usability for all audiences. Clear text, high-contrast visuals, logical layout, and captioned videos make content easier to read, view, and understand - whether someone is multitasking, using a mobile device in bright light, or has a temporary injury.
- Boosts SEO and engagement
Accessible content often performs better in search engines because alt text, semantic HTML, and structured data provide better content to search crawlers. Moreover, when an organization’s audience can consume visual content correctly, engagement rates - clicks, shares, and conversions - improve.
- Ensures legal and ethical compliance
Accessibility is a basic requirement now under regulations such as the Americans with Disabilities Act (ADA), Section 508, and the European Accessibility Act (EAA). Failing to comply can lead to lawsuits or reputational damage. Prioritizing accessibility early helps avoid risks while aligning the brand with global standards of equality and fairness.
- Creates inclusive storytelling
Visual marketing is about emotion and connection. By designing content that includes diverse users - those with visual, auditory, or cognitive challenges - organizations create stories that represent everyone. Accessibility transforms marketing from a one-way broadcast into a more human-centered, two-way communication.
Also read: Email Accessibility Checklist for Inclusive Campaigns
In a nutshell,
Accessibility should be at the core of every creative decision - not an afterthought. Whether organizations are creating a data-driven infographic, an Instagram carousel, or a monthly newsletter, inclusive design ensures that the content informs, inspires, and connects with everyone. Making visual marketing accessible is not just good ethics; it’s a smart strategy.
Ready to make your digital content inclusive for everyone? Skynet Technologies helps businesses design accessible infographics, social media posts, and email newsletters that meet WCAG, ADA, EAA, Section 508, and other global accessibility standards. From accessibility audits to website design accessibility remediation, our experts ensure your communication reaches every audience effectively. Reach out [email protected] for more information.
