Digital accessibility has become a key consideration for brands aiming to reach and engage diverse audiences. For neurodivergent individuals—people with cognitive differences such as autism, ADHD, dyslexia, and sensory processing disorders—accessible digital content and inclusive marketing can make all the difference. By optimizing digital experiences to accommodate neurodivergent users, brands can foster inclusion, strengthen customer relationships, and expand their reach.
This article explores the best practices for creating digital content and marketing campaigns that are accessible to neurodivergent users, from enhancing readability to designing sensory-friendly visuals and fostering user-friendly navigation.
1. Prioritize Readable and Concise Content
For neurodivergent users, cluttered or complex content can be overwhelming and challenging to process. Simplifying your content, both visually and linguistically, can improve readability and make your marketing messages more accessible.
Best Practices:
- Use Plain Language: Write in straightforward, plain language, avoiding jargon or overly complex words. Simple language improves comprehension and reduces cognitive load.
- Keep Sentences Short: Shorter sentences are easier to read and process, which benefits individuals who may have a harder time with dense text.
- Use Bullet Points and Headers: Break up content into manageable sections with headers and bullet points, which makes it easier to scan.
- Avoid Overloading Information: Stick to one primary message per page or section. For example, if you’re promoting a new product, focus solely on that product’s benefits, instead of introducing multiple products at once.
Example: A law firm specializing in disability rights simplifies their service pages, using bullet points to summarize complex services like advocacy and consulting in digestible pieces.
2. Choose Sensory-Friendly Colors and Design Elements
Bright colors, high contrast, or busy design elements can overstimulate some neurodivergent users, particularly those sensitive to sensory input. Creating a calming, user-friendly aesthetic makes it easier for neurodivergent audiences to navigate your content comfortably.
Best Practices:
- Use Soft, Muted Colors: Avoid overly bright colors and use a muted palette. Soft colors are gentler on the eyes and reduce sensory overload.
- Limit Flashing or Moving Elements: Avoid animated elements or auto-playing videos that could distract or overwhelm users. Allow users to play videos or view animations on their own time.
- Provide Alternative Color Schemes: If possible, offer users the option to switch between color schemes (e.g., a dark mode or high-contrast mode) for personalized comfort.
- Follow Contrast Guidelines: Ensure text contrasts sufficiently with the background for readability, but avoid excessively high contrast combinations that may strain the eyes.
Example: An online education platform allows users to switch to a “calm mode,” which uses pastel backgrounds and reduces on-screen animations, making it easier for neurodivergent students to focus.
3. Create Navigable and Predictable Layouts
A structured, predictable layout improves usability for neurodivergent users, particularly those with ADHD or autism, who may find complex layouts overwhelming. By ensuring content is logically organized, you help users find the information they need without stress or confusion.
Best Practices:
- Use a Consistent Layout: Keep navigation menus, search bars, and content in consistent locations across pages, creating a familiar structure.
- Include Clear Labels: Label navigation links and buttons clearly to avoid ambiguity. For example, instead of “Learn More,” specify “Learn More About Our Services.”
- Simplify Menus: Use straightforward, uncluttered menus with minimal layers, making it easier for users to locate information.
- Include Breadcrumbs: Breadcrumb navigation helps users see where they are on your site and easily backtrack if needed.
Example: A health service provider’s website organizes services by condition (e.g., autism, ADHD) with clear labels and a consistent layout across pages, making it easy for neurodivergent users to find relevant resources.
4. Enhance Focus with Attention-Friendly Content Formatting
Content formatting has a significant impact on how neurodivergent users engage with your content. Proper formatting techniques can help maintain attention and make it easier for readers to absorb information.
Best Practices:
- Use Ample White Space: White space reduces clutter and makes it easier to focus on key elements. Avoid packing too much text or imagery on one page.
- Choose Readable Fonts: Avoid decorative fonts, opting instead for simple, sans-serif fonts that are easier to read. Ensure font size is at least 16px for comfortable reading.
- Implement Line and Paragraph Spacing: Proper spacing between lines and paragraphs prevents text from appearing too dense, reducing cognitive load.
- Include Visual Cues: Use icons, bullet points, or color-coding to help users quickly identify different sections or types of content.
Example: A financial advisory firm’s blog uses spacious formatting, with larger font sizes, clear icons, and consistent line spacing, improving accessibility for neurodivergent readers.
5. Use Multimedia Alternatives to Text
For neurodivergent individuals who prefer visual or auditory learning styles, multimedia content like videos, infographics, and audio recordings can improve engagement and comprehension.
Best Practices:
- Add Alt Text for Images: Provide alternative text for images, which describes the image’s content, helping users understand its relevance.
- Use Video Transcriptions: Offer transcripts for videos so users can choose to read instead of watch. This benefits users who may have auditory processing challenges.
- Incorporate Infographics: Use infographics to summarize complex information visually, reducing the need for dense text.
- Provide Multiple Formats: Allow users to access content in different formats, such as reading a blog post, watching a video, or listening to an audio version.
Example: A marketing agency provides video case studies on their website with transcripts, allowing neurodivergent users to choose the content format that best fits their preference.
6. Leverage Simple and Clear Calls-to-Action
For neurodivergent users, vague or ambiguous calls-to-action (CTAs) can cause confusion. Ensure your CTAs are straightforward, specifying exactly what users should expect when they click.
Best Practices:
- Be Direct and Literal: Use clear, literal language for CTAs (e.g., “Schedule a Consultation” instead of “Get Started”).
- Limit CTA Options: Too many options can be overwhelming. Keep CTAs minimal and focused to avoid cognitive overload.
- Place CTAs in Consistent Locations: Keep CTAs in standard positions, like the top or bottom of a page, so users know where to look for next steps.
- Use Action-Oriented Language: Start with actionable verbs, making it clear what the user can achieve by clicking the CTA.
Example: A software provider’s landing page uses one CTA button that says “See Pricing Plans” in a prominent location, reducing ambiguity and offering a clear action step.
7. Test Accessibility Features with Neurodivergent Users
To ensure accessibility best practices truly serve neurodivergent users, brands should involve them in testing. Real feedback provides essential insights into areas of improvement and helps validate accessibility efforts.
Best Practices:
- Conduct Usability Testing: Invite neurodivergent users to test your website or app, observing how they navigate and interact with content.
- Use Feedback Loops: Gather and implement feedback on site elements that may need adjustment, such as contrast levels, page layout, and navigation structure.
- Iterate Based on Results: Continuously refine design and content based on insights from neurodivergent user feedback.
Example: A digital bank tests its mobile app with neurodivergent users, who provide feedback on simplifying navigation and improving contrast. The bank then implements these changes to ensure accessibility for all users.
8. Provide Options for Customizing User Experience
Allowing neurodivergent users to personalize aspects of their digital experience—like text size, color schemes, or content format—can enhance accessibility and user comfort.
Best Practices:
- Offer Font Size Adjustments: Enable users to adjust font sizes according to their preference.
- Provide Layout Options: For long articles or dense information, consider offering a simplified version with just key takeaways.
- Add a Dark Mode Option: Dark mode reduces eye strain, and many neurodivergent users find it more comfortable.
- Include Read Aloud Functions: Text-to-speech options benefit users who process information better through auditory means.
Example: An educational publisher’s website offers a “customize” button that lets users adjust font size, color schemes, and activate text-to-speech for articles.
Building Digital Accessibility for Neurodivergent Users
For marketing to be truly inclusive, brands need to embrace digital accessibility that considers the needs of neurodivergent individuals. By implementing clear, readable content, user-friendly navigation, sensory-friendly designs, and options for personalization, brands can create an online experience that resonates with neurodivergent users.
Ensuring digital accessibility not only aligns with best practices in inclusive design but also broadens your brand’s reach, positioning your company as one that values and respects the diversity of its audience. Embracing accessibility is more than a compliance measure—it’s an opportunity to make meaningful connections and foster a loyal, engaged, and diverse community.