Understand accessibility features

Discover each accessibility feature, learn how it's delivered and the key considerations for ensuring a high quality experience for consumers.

Auditory accessibility considerations

Visual accessibility considerations

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Auditory accessibility considerations

Captions (Subtitles)

Captions, or subtitles, are time-synchronised text displayed at the bottom of the screen that transcribe the on-screen dialogue and key sounds or music. Beyond dialogue, these other sound elements help convey the mood and atmosphere in the ad.

In addition to providing access for the deaf or have hearing loss, they are also enjoyed regularly and often preferred by many people who do not have auditory disabilities. 

Captions can be closed, where consumers can turn them on and off, or open, where they are permanently embedded for everyone. Open captions are sometimes referred to as 'burnt in.'

Remember to ensure they are legible with high contrast to the background, precise, synched to the audio, delivering a steady reading pace and not obstructing any important information.

Many digital platforms provide automatically generated captions, but you'll need to verify the accuracy of them.

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Sign Language

Sign language is a visual language that uses hand shapes, facial expressions and body movements to convey information.

In advertising, this often involves adding an on-screen person or avatar that translates the spoken language. A key consideration is how the signer will be integrated into the video, either as a picture-in-picture overlay or as a track that can be turned on and off by the consumer. Some videos may include the signer as part of the video itself, making it accessible without the need for an additional video overlay.

When planning a muilti-market campaign, consider that there are local variants of sign language in different countries. British Sign Language (BSL) is the main language used in the UK and is central to the identity and culture of the Deaf community.

Rembember to ensure a signer's whole upper body is in frame, large enough, not obstructing any important information and with high contrast to the background. Don't forget to keep them on screen until they have finished signing and ensure their signing is synched with the audio.

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Visual accessibility considerations

Audio Description

Audio Description is a form of voiceover narration that is played in parallel to the ad's main audio track, with narration in the gaps between dialogue. It describes the most important on-screen visuals, ensuring the meaning and narrative of the ad is delivered via sound to those who are blind or have low vision. For example, it could include details like body language, expressions and movements that are important to the story.

In media placements that support it, Audio Description is toggled on and off by consumers who want to use it. However, it's also possible to choose to have the audio description permanently played to everyone by making it part of your ad's main script.

Learn more about Audio Description in this video by the RNIB:

Audio-led Storytelling

This technique involves integrating descriptive elements directly into the script, such that it doesn't require an additional audio description track to convey its meaning. This involves weaving the audio description elements directly into the creative content. You can think of the storytelling process as being similar to a radio ad, where it must communicate clearly without the use of visuals.

Unlike traditional audio descriptions, which are produced and added at a later stage, integrated audio descriptions are part of the original production process. The result is that the story naturally conveys the necessary visual information, allowing all viewers to understand and enjoy the content equally - this is referred to as 'accessible by design'.

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Key considerations

  1. Consider accessibility from the beginning: integrate accessibility into your processes right from the start to enable delivery and higher quality.
  2. Aim for an audio-led narrative: aim to make your ad message be delivered strongly through audio alone, so that people who are blind or have low vision can engage with it easily.
  3. Make an audio description track: if your advert is primarily visual, design an audio description track to convey the key elements.
  4. Convey key information: ensure that the audio description conveys information about the product, brand, benefits and any special offers.
  5. Check volume levels: make sure the audio levels are correct to avoid the music, sounds and dialogue in the ad obscuring the audio description.
  6. Remember text: in the UK, audio descriptions must read out all on-screen text, including the terms and conditions, which can make it rushed.
  7. Integrate to reduce cost: consider the cost and integration of audio description early in the process to reduce costs and make delivery more efficient.

A non-binary person with autism is wearing headphones and using a microphone.

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Alt Text

Alt Text, or alternative text, is a brief description added to images on websites and digital content to provide context for consumers who cannot see the images. This text is important for people who are blind or have low vision, as they may be using a screen reader which will read the text aloud for them so they can hear it.

Many creators provide this text within a visible set of copy on social media posts and prefix it with '[Image Description]'. This can help ensure more accessibility for those not using screen readers. It's considered best practice to provide both alt text and image descriptions so that consumers are all able to use their preferred method.

Many digital platforms now support alt text and some can even automatically generate it. Remember to check it for accuracy before publishing.

Colour Contrast

Colour Contrast is a critical consideration in visual assets, especially for individuals with colourblindness, where certain colour combinations can be difficult to distinguish. Adequate contrast ensures that text and important visual elements stand out against their backgrounds, making the content more legible and discernable.

By adhering to colour contrast guidelines and using tools to check contrast ratios, designers can create content that is distinguishable. Remember to also avoid using colour alone to communicate meaning. 

You can find detailed information about colour contrast guidelines on the Web Content Accessibility Guidelines website.

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Get started

Working with a partner can be the quickest way to get started implementing accessibility features. Many partners are expertly skilled in ensuring high quality deliverables. 

It is important to also consult those who use accesibility features to ensure you bring genuine value with your accessible advertising.

Aim to brief all partners on your campaign as early as you can.