Make your promotional materials accessible to all

Make your promotional materials accessible to all

In order to grow and thrive, businesses need to make their services and products known to a wide range of potential customers.  It is therefore important to ensure that your advertising, communications and website are accessible to everyone.

6.3 million people in the UK are dyslexic, which is approximately 10% of the population.  People with dyslexia often have difficulty reading text.

2 million people have some level of sight loss which makes reading difficult.

If a potential customer cannot easily read about your services or products they may give up and contact a competitor – a customer lost to your business.

If you are using professional services to create your website, flyers or other promotional materials, don’t assume they have the rules for maximum accessibility at the forefront of their minds – that may not be the case.

Here are some simples rules to ensure all your potential customers can read about your offering.

  • Always use dark lettering on a light background and avoid red if it is possible to do so.
  • Font size 12 and above is best.  If you need to use a smaller font then have wider line spacing.
  • Always use an unfussy font – sans serif.  Ariel or Verdana are best as they have a clear outline.
  • Never fully justify your text.  An uneven edge on the right of your text makes for easier reading.
  • Never use italics or underlining as both interfere with the clear outline of the lettering.  If you need to emphasise text use bold, uppercase lettering or a different colour – but not red.
  • Use punctuation and, in particular, full stops at the end of sentences.
  • Avoid centring text and/or placing information in a ‘busy’ tabulated format.

Most businesses make sure they are accessible by telephone and forget that the written word also needs to be accessible to everyone.  Follow these simple rules and reach those for whom reading can be difficult.

At the Chamber we have started a process to review on communications to make them more accessible. Before any of you comment – yes we know our logo is red! Something we are looking at. We would appreciate comments on your views and suggestions. Please login to the website to leave your comment below.

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