In today’s world, the need for inclusivity and accessibility is more important than ever. Brands have a responsibility—not just an opportunity—to ensure that their visual displays and signage are designed with everyone in mind, ensuring that they are easy to understand, navigate, and interact with. Creating accessible designs isn’t just about meeting legal requirements, it’s about fostering an environment where everyone feels welcome
Let’s explore how to design signage and displays that are inclusive and effective for all audiences.
Understand the Basics of Accessibility
Before diving into the creative process, it’s essential to understand what accessibility actually means in the context of signage and visual displays. Accessibility refers to the design of products, devices, services, or environments for people with disabilities. But it goes beyond that. It’s about making your content clear, easy to navigate, and welcoming for everyone, including those with temporary impairments or people who might face difficulties due to situational factors like low light or loud environments.
For signage, accessibility involves considering factors like visual impairment, mobility restrictions, cognitive disabilities, and hearing impairments. And while it might sound complex, creating accessible designs isn’t rocket science—it’s about empathy, thoughtfulness, and a few design best practices.
2. Prioritizing Contrast for Legibility
The most basic rule of accessible design is ensuring readability. Your message can be powerful, but if no one can read it, it’s lost. Contrast between text and background is a critical factor for readability, especially for people with visual impairments or color blindness.
Ensure a high level of contrast between text and background. Dark text on a light background (or vice versa) typically works best. For instance, think bold black letters on a clean white surface or light text on a rich, dark background—simple but highly effective.
Avoid subtle color differences or decorative backgrounds that can obscure the message. Clear, bold visuals are essential, particularly when designing large-scale displays for environments like trade shows or storefronts.
3. Font Matters: Choose Wisely
When it comes to typography, not all fonts are created equal. Decorative or overly stylized fonts may look unique, but they can be difficult to read, especially for individuals with dyslexia or visual impairments. Stick to simple, sans-serif fonts like Arial, Helvetica, or Verdana, which are clean and easy to decipher at a glance.
Additionally, avoid using italics or all caps for long text, as these styles can be harder to read for people with cognitive or visual disabilities. And don’t forget about size! Your text should be large enough to be read comfortably from a reasonable distance. For example, in a retail environment, signage needs to be legible from at least 10-15 feet away.
Text that’s too small or cramped can be difficult for anyone to read, especially from a distance. Large, well-spaced text ensures readability for everyone, including people with low vision or cognitive disabilities. It’s also a good idea to avoid using all caps for longer messages, as that can make it harder for the eye to process the information.
4. Strategic Placement and Layout
The physical placement of your signage is just as important as the design itself. If a person in a wheelchair can’t see your signage because it’s too high, or if it’s tucked away in a corner that’s hard to access, then it’s not serving its purpose.
When designing for accessibility, place signs where they are easily visible and reachable. For example, signs at entrances should be at a height that can be easily seen by all users, including those who are standing, seated, or using mobility devices. As a general rule, positioning signage between 48 and 60 inches from the ground works for most people, including those in wheelchairs.
Don’t forget about lighting! Adequate lighting is essential for visibility, and reflective surfaces can make signs easier to spot in both well-lit and dim environments. The last thing you want is your message getting lost because it’s shrouded in shadows.
5. Incorporating Symbols and Icons
Text alone isn’t always the best way to communicate your message—sometimes, symbols and pictograms can be more effective. This is especially true in environments where language barriers may exist or for people with cognitive disabilities.
For instance, universally recognized symbols like a phone for customer service or a wheelchair symbol for accessibility are clear and instantly understandable.
Combining text with symbols not only makes your display more accessible but also speeds up comprehension for everyone, including those in a rush or those who speak a different language.
6. Braille and Tactile Signage for the Visually Impaired
For individuals who are blind or visually impaired, tactile signage and Braille are essential. Including Braille on directional signs, room identifiers, or other important signage ensures that everyone can navigate a space with ease. Tactile signage should be installed at a height that is comfortable to reach, similar to visual signage, ensuring it’s accessible to all users.
Braille should be crisp and well-placed, typically below the corresponding text on a sign. Including Braille, especially in public and retail spaces, ensures that no one is left out of the experience, regardless of visual ability.
7. Considering Hearing Impairments in Display Design
While accessibility is often seen as a visual issue, it’s important to consider those with hearing impairments, especially when your displays incorporate sound. Subtitles or captioning are effective ways to communicate audio information visually. In spaces where announcements or audio cues are important, including written or visual equivalents ensures everyone can access the content.
Interactive displays that rely on sound should include visual cues or allow for a tactile interaction as well. Incorporating multiple senses into a display not only improves accessibility but also enhances the overall experience for a broader audience.
8. Testing with Real Users
One of the most effective ways to ensure that signage and displays are truly accessible is to test them with users who have disabilities. This can provide insight into potential barriers or design oversights that might not be obvious during the initial stages of development. Whether it’s someone with a visual impairment or a mobility challenge, gathering feedback from diverse users helps fine-tune the design to be more inclusive.
It’s also a good idea to use accessibility tools during the design phase to simulate how your display might be experienced by people with different impairments. Tools that replicate color blindness or visual impairments can offer valuable perspective.
Why Accessibility Matters in Branding
Making your signage and displays accessible isn’t just a nice thing to do—it’s a smart business move. More and more consumers are choosing to support brands that prioritize inclusivity, and an accessible display sends a clear message that your brand cares about all its customers. Plus, accessibility often leads to better usability for everyone, which can improve engagement and customer satisfaction overall.
In an age where inclusivity is both a social and business imperative, designing accessible signage and displays sets a powerful example of thoughtfulness, empathy, and forward-thinking design. By making a few mindful choices—like prioritizing contrast, using simple fonts, and ensuring signage is easy to navigate for everyone—you can create environments where no one feels left out. And in doing so, you make your message, your brand, and your experience more powerful for everyone.
Whether you’re planning your next big pop-up, outfitting a retail space, or rolling out a trade show booth, keep accessibility at the forefront of your design strategy. Let’s work together to create displays that speak to everyone.
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