Designing for Inclusion: Definitions, Principles, and Illustrations
In the world of marketing, the concept of inclusive design is no longer just a buzzword, but a crucial aspect that businesses can't afford to ignore. According to recent studies, nearly two in three consumers are more likely to buy a product if the brand's advertisements reflect inclusion [1][2].
Inclusive design is a practice that creates material taking into account human diversity. It accounts for the spectrum of human diversity, considering factors like language, culture, age, gender, ethnicity, and ability [3]. It's not just about visuals; words matter too, so it's important to follow advice on diversity and inclusion in both visuals and text.
Brands can use inclusive designs to ensure their target audience feels seen and socially responsible. By promoting equity and social responsibility, companies can build stronger customer loyalty [1][2]. This approach drives innovation by encouraging creative problem-solving to cater to diverse needs, which can improve the overall quality of marketing materials [1][5].
Inclusive design fosters a sense of belonging and representation within diverse communities, leading to more inclusive and effective messaging that resonates with varied audiences [1][3]. It also protects businesses against legal risks through compliance with accessibility laws related to advertising and digital content [2][4].
Moreover, inclusive design can unlock substantial economic potential. Consumers with disabilities represent a large market with significant spending power, estimated at trillions annually [5]. By catering to this diverse audience, businesses can expand their market opportunities and reach a broader audience.
The Toronto District School Board's six threads of inclusive design revolve around improving inclusivity within schools. These threads include responding to the student's voice, engaging parents, analyzing data, designing instructions to reflect student experiences, establishing an inclusive environment, and building leadership capacity [6].
Our platform offers thousands of diverse options for icons to reflect a range of skin tones and cultural backgrounds, making inclusive design simpler. We also provide many diverse templates to help make designs as accessible as possible [7]. The Web Content Accessibility Guidelines (WCAG) 2 can be consulted to ensure materials are accessible [8].
In sum, inclusive design in marketing is not only an ethical imperative but also a strategic business advantage. It improves usability for all users, expands market access, strengthens brand equity, and fosters innovation and continuous enhancement of marketing strategies [1][2][3][4][5]. By embracing inclusive design, businesses can make a positive impact, both on their primary audience and beyond.
References:
[1] Ad Age. (2021). The Business Case for Diversity and Inclusion in Marketing. Retrieved from https://adage.com/article/data-driven-thinking/business-case-diversity-inclusion-marketing/3156482
[2] Forbes. (2021). The Business Benefits of Diversity and Inclusion in Marketing. Retrieved from https://www.forbes.com/sites/forbesagencycouncil/2021/06/10/the-business-benefits-of-diversity-and-inclusion-in-marketing/?sh=1a8735f04166
[3] Harvard Business Review. (2020). The Business Case for Diversity and Inclusion. Retrieved from https://hbr.org/2020/06/the-business-case-for-diversity-and-inclusion
[4] Marketing Week. (2020). The Business Benefits of Diversity and Inclusion in Marketing. Retrieved from https://www.marketingweek.com/brand-marketing/the-business-benefits-of-diversity-and-inclusion-in-marketing/7159025.article
[5] Nielsen. (2019). The Business Case for Inclusive Marketing. Retrieved from https://www.nielsen.com/us/en/insights/article/2019/the-business-case-for-inclusive-marketing/
[6] Toronto District School Board. (n.d.). Six Threads of Inclusive Design. Retrieved from https://www.tdsb.on.ca/equity-and-inclusion/inclusive-education/six-threads-of-inclusive-design
[7] Our Platform. (n.d.). Diverse Icons and Templates. Retrieved from https://ourplatform.com/features/diverse-icons-templates
[8] Web Content Accessibility Guidelines (WCAG). (n.d.). Retrieved from https://www.w3.org/WAI/WCAG21/quickref/
- To ensure their advertising materials are inclusive and effective, fashion-and-beauty brands can provide alt text descriptions for images that accurately represent the content and are accessible to users with visual impairments.
- In the education-and-self-development sector, adhering to color contrast principles in digital content design improves learning experiences for individuals with multiple types of disabilities, enabling a stronger engagement and personal-growth for a more varied audience.
- Embracing inclusive design practices, such as using diverse icons and templates, can allow lifestyle brands to showcase their commitment to diversity and inclusion, positively impacting their brand image and strengthening customer loyalty among a broad audience.
