Do you know a completely blind person can read this sentence? To be specific, a blind person who knows Braille. Electronic Braille displays have been in the market for years now, and it is time for us digital marketers to make our content accessible at least to the visually impaired, if not people afflicted with complete blindness. Smart content is the key for inclusiveness; many companies and organizations have realized the predicament of the visually impaired and also the damage static content does due to its inaccessibility to a specific customer base.
Smart content for smart marketers
Before we jump the gun and start showering tips to make your website user-friendly for the visually impaired by utilizing smart content, let’s understand what ‘smart content’ really means. Smart content is created with the targeted audience in mind and adapts to customer needs. In a sense, it is dynamic. For instance, some brands send customized emails to their customers that include their names. Smart content is also optimized for the targeted audience, is always up to date, integrated and dynamic. Basically, smart content is not just content but content that also considers the perspective of the target audience – that is to say, it is personalized. It engages the audience and makes an impact on the digital world (for example, increasing SERP ranking, etc.).
Smart content smartly contents the visually impaired
By not optimizing website content for the visually impaired, many marketers are neglecting a large customer base. ‘Visually impaired’ does not necessarily mean complete blindness; even people who are considered legally blind don’t use equipment such as the Electronic Braille display or even any screen-reading software. They do use the internet but do not read web content that isn’t optimized for them. Thankfully, there are some steps you can take to ensure they do not close your website due to lack of optimization. Here are a couple of basic pointers, you need to keep in mind:
1: Use large text
This might look as if it’s a given but it’s very important to use large text wherever you can. Even in emails, many brands have started using humungous fonts.
2: Colour optimization and contrast
Pay attention to what colours you’re using on the website. Make sure that a colour-blind person can easily differentiate between the two shades of colours. The devil is in the details: colour optimization is all about enhancing the experience of the user. For instance, we generally associate green with words like ‘yes’, ‘okay’, ‘agree’, ‘download’, etc. and red with words like ‘no’, ‘cancel’, ‘do not agree’, ‘stop’, etc. Take a look at the picture below:
On the left (your left) side, we have a visually impaired person’s nightmare. On the right, their paradise
Smart content makes it possible for the visually impaired to actively engage with web content. If your product specifically targets the visually-impaired then you might need to go even a step further and optimize your whole website. DigitaLabs redesigns web content vis-à-vis the target audience, i.e, utilize smart content. After all, this is the age of inclusiveness, so why should your content exclude a large portion of the audience.