Auditory accessibility considerations
Visual accessibility considerations
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Captions, or subtitles, are 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 and hard of hearing, they are also enjoyed regularly and often preferred by many people who do not have hearing-related disabilities.
Captions can be closed, where consumers can turn them on and off, or open, where they are permanently embedded for everyone.
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.
Sign language is a visual language that uses hand shapes, facial expressions and body movements to convey so that advertising 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. Additionally, some videos may include sign language as an entity where the signer is 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.
Audio Description is a form of voiceover narration that is played in parallel to the ad's main audio track, inserted during the dialogue. It describes the most important on-screen visuals, ensuring the meaning and narrative of the ad is delivering sound to those who are blind or partially sighted.
Audio Description is toggled in and off by consumers who want to use it.
Learn more about Audio Description in this video by the RNIB:
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.
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'.
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 partially sighted, 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.
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 WCAG website.
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.
