ADA Compliance: It’s the law, but that’s not why we do it.
The Americans with Disabilities Act (ADA) guarantees people with disabilities equal access to public spaces, including virtual and visual ones. That means websites, presentations, PDFs, social graphics, and other marketing materials should be accessible to everyone.
The incentive to be ADA-compliant goes far beyond matters of law. Effective design must do more than look good; it must convey the intended message to your entire audience.
How do we make our designs compliant?
Some of the major guidelines include:
Visuals
Contrast: minimum 4.5:1 for normal text, 3.1 for large text and UI components
Captions or alt text: needed for all graphics except logos
Images versus text: actual text should be used instead of images of text
Why: So users with limited vision or color blindness can read the copy themselves or with the help of a screen reader.
Motion Flashing content: must not flash more than three times per second
Moving elements: effects, video, animation, etc. need pause and play controls
Closed captions: required for videos
Why: To avoid triggering seizures, dizziness or nausea for those with epilepsy or vestibular disorders and enable full comprehension for those with hearing disabilities.
Typography Font size and style: minimum of 12-point/16-pixel, sans-serif recommended
Capitalization: avoid using all caps in longer text
Alignment: left-align any copy longer than one-two lines
Line spacing: 1.4 – 1.6 spacing is preferred
Why: So users with dyslexia or visual impairments can read your copy.
Layout and Hierarchy Browsability: key information should be immediately visible
Layout: visual order must match the order in which words should be read
Content: use structured headings and group related content together
Spacing and alignment: should be consistent throughout
Why: To allow screen readers to read the content in the correct order for those with limited vision and enable users with learning disabilities to process information.
Navigation Size of clickable area: should be large enough for all users
Visual focus states: use effects such as outlines to highlight active elements
Usage: must be able to navigate with a keyboard or assistive technology
Why: So users with tremors or motor impairments can interact with content (with or without a mouse) and those with attention or memory disorders track their location on a page.
Some resources for standards include: Web Content Accessibility Guidelines Section 508
Does this all really matter? Yes, it matters a lot. Here’s why:
Audience Growth Following the guidelines will expand your audience. It goes without saying that the more people who can consume your content, the better. According to the CDC, nearly 25% of adults have an ADA-protected disability. Plus, these standards also make your materials more accessible for individuals with temporary challenges like injuries.
Performance When you use alt text and proper structure, more people can find your content, thanks to better SEO performance. Your conversions also increase when every step of the consumer journey is accessible to more people.
Brand Image Many consumers will have a more positive perception of a brand that shows commitment to inclusivity. Those consumers will develop a negative perception of a brand whose materials aren’t accessible — not to mention a brand who seems to disregard the law.
Customer Experience The guidelines that create a positive experience for disabled individuals also enhance the experience for non-disabled people. Dark mode, the more popular choice for mobile phone users, works best with ADA-compliant contrast levels. And clear, consistent layouts are more readable for everyone!
Legal Issues If your website or other marketing materials are not ADA-compliant, you could be sued by individuals or organizations. People can also file a complaint with the Department of Justice, which may result in a fine of up to $150,000.
Failure to comply with ADA regulations can be costly. But simple compliance from the start of the design process can provide benefits to your users and your bottom line.
It’s a good time to review your current marketing materials. Are you compliant? If you’re not sure or you need help getting there, we’re happy to assist!