In today’s marketing domain, diversity and inclusion have emerged as critical considerations for brands and employers, prompting a genuine shift towards accountability and proactive measures. While digital accessibility has been focused on disabilities like the sight or hearing loss, it’s essential to recognize that many individuals, particularly those who are neurodivergent, have hidden disabilities that significantly impact their online experiences. With an estimated one in seven people being neurodivergent, comprising a substantial portion of the global population, it’s crucial to acknowledge that they perceive and interact with the world differently from neurotypical individuals. This includes autistic, dyslexic, dyspraxic, and ADHD individuals, among others. By developing digital communications and accessible designs that prioritize inclusivity for neurodivergent consumers and people with various disabilities, you not only avoid alienating individuals due to their differences but also establish connections with a broader audience of highly engaged users.
Let’s take a look at how we can improve the content for Neurodivergent users by considering the significance of neurodiversity in the marketing domain.
Tips to make the digital marketing strategy more inclusive for Neurodivergent users:
Neurodivergent individuals perceive the world in distinct ways compared to neurotypical individuals whose brain functions are considered “standard.” These divergences encompass both the physical and digital realms. Consequently; certain design elements such as formats, fonts, screen layouts, navigational functions, colors, copy and imagery may not resonate with neurodivergent individuals; leading to potential stress and frustration.
To ensure greater inclusivity in your digital marketing content and communications; here are some actionable suggestions for your consideration.
Keep your content simple
To make your copy and communications more inclusive to neurodivergent consumers; you have to write in a clear, concise and straightforward manner, avoid using abstract phrases or unnecessary details, Use simple and understandable language, avoid jargon or complex terms, use active voice instead of the passive voice whenever possible, edit your copy carefully to ensure clarity and relevance, organize your content logically, providing a step-by-step guide for users, break down information into easily readable sections with clear headings, consider using AI-powered tools for feedback on improving readability and check out resources on internet for additional tips on sharpening your communication skills. Remember, the key is to prioritize simplicity and clarity for the benefit of all readers.
Select Cohesive Color Scheme
Inclusive content should also consider visual elements, particularly colors. Neurodivergent users often struggle with overly bright or contrasting colors. Opting for more subdued colors, such as pastel tones or single hues, in your content designs (landing pages, blog posts, emails, app screens, etc.) can help create a less overwhelming experience. To enhance inclusivity for neurodivergent users, it is generally advisable to use a maximum of three complementary colors on a white background. Consistency in using these colors throughout the page is essential to reduce mental stress or burnout.
For example, assigning one color to anchor text, another color to CTA buttons, and a different color to headings can prevent confusion or frustration.
Offer a suitable format for content
Diversify your digital marketing content formats for enhanced accessibility and consumer comfort. You have to incorporate audio features that offer text narration and audio prompts for a seamless browsing experience. Descriptive subtitles are also important to provide complete subtitles and video transcripts for videos and animated content. Keep in mind to include interactive UX elements that include practical prompts and descriptions upon hovering over design elements for improved navigation. You should not ignore customization options to enable users to adjust screen contrast and brightness for personalized viewing. By embracing these varied formats, you can cater to a wider audience and make your content more inclusive.
Considering neurodivergent users in your online content is a crucial aspect of overall accessibility awareness for your brand. By prioritizing it; you can ensure better consumer reach and a more inclusive and user-friendly digital presence on all platforms.