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How can you create accessible visual content?

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Visual content is a powerful way to communicate your message, engage your audience, and enhance your brand identity. But not everyone can see or perceive your images, videos, infographics, or charts the same way. That's why you need to create accessible visual content that follows the principles of web accessibility and universal design. In this article, you'll learn how to do that with six practical tips.

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Susan J. Lee

Senior Technical Writer | CDC Certified Plain Language Writer

1 Use alt text and captions

Alt text is a short description of an image that is read by screen readers and displayed when the image is not available. Captions are text overlays that explain the content or context of a video or audio clip. Both alt text and captions help people with visual or hearing impairments, as well as those with slow internet connections or limited data plans, to understand your visual content. To write effective alt text and captions, use clear and concise language, avoid redundancy, and include relevant keywords.

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Susan J. Lee

Senior Technical Writer | CDC Certified Plain Language Writer
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Techniques I use when creating accessible, visual content include: Start by chunking and organizing content, preferably following WCAG guidelines. Content needs to connect with audiences. One way is by using POUR techniques: Perceivable, Operable, Understandable, and Robust (I like Relevant, so that content matches the objective of the message). Make sure when using colors and images they align purposefully to and strategically support the message. This enhancement results in producing a memorable message. Express one idea per chunk, with successive chunks pointing to and underlying the main idea. Use expressive and descriptive writing, which aids readers in visualizing concepts and messages.

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2 Choose colors and fonts wisely

Colors and fonts can be powerful tools for visual content, conveying emotions, creating contrast, and highlighting information. However, they can also be problematic for people with color blindness, low vision, dyslexia, or cognitive disabilities. To ensure that your colors and fonts are accessible, you should adhere to certain guidelines. Make sure that there is sufficient contrast between text and background; avoid using color alone to convey meaning; use simple and legible fonts that are easy to read on different devices and screen sizes; avoid using all caps, italics, or decorative fonts; and establish a consistent font hierarchy that indicates the structure and importance of your text. You can use online tools like WebAIM's Color Contrast Checker to test your color combinations.

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3 Optimize your layout and design

The layout and design of your visual content can influence how people interact with it, so it's important to create a clear and intuitive design. To optimize your layout and design, use white space, alignment, and grid systems to create balance and harmony. Visual cues, such as icons, arrows, buttons or labels, can guide your users through the content. Additionally, use responsive design techniques to ensure that your visual content adapts to different screen sizes and orientations. This can help you avoid issues such as cropping, distortion, or overlapping of your elements.

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4 Test your visual content

Testing your visual content is essential to ensure that it works well for all users, regardless of their abilities, preferences, or devices. It can help you identify and fix any accessibility issues, errors, or bugs that might affect its performance, functionality, or usability. To test your visual content, you can use various methods such as accessibility checkers like WAVE or AChecker to scan for violations and warnings. You can also use screen readers such as NVDA or VoiceOver to simulate how it sounds and behaves for people who rely on them. Finally, user testing through surveys, interviews, or feedback forms can help you understand and address the needs of your users.

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5 Follow the WCAG guidelines

The Web Content Accessibility Guidelines (WCAG) are a set of standards and best practices for creating accessible web content. They are developed by the World Wide Web Consortium (W3C), the main international organization for web standards. The WCAG guidelines are organized into four principles: perceivable, operable, understandable, and robust. Each principle has a number of guidelines, success criteria, and techniques that provide specific recommendations and examples for creating accessible web content. By following the WCAG guidelines, you can ensure that your visual content meets the minimum requirements for accessibility, and that you comply with the legal and ethical obligations of web accessibility.

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6 Keep learning and improving

Creating accessible visual content is an ongoing process that requires continuous learning and improvement. To stay ahead of the curve, you should stay updated on the latest web accessibility and visual content developments, seek feedback from your users and peers, and experiment with different formats, styles, or techniques. Following these practices can help you identify and address areas of improvement, as well as measure the impact of your visual content on user engagement, satisfaction, and conversion.

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Susan J. Lee

Senior Technical Writer | CDC Certified Plain Language Writer
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As a tech writer / content writer, it’s mandatory to “keep learning and improving.” Learning new technologies, you’ll be marketable and in demand. Keep networking and attending conferences and workshops and gain experience using the “in-demand” technologies and techniques. As a contractor frequently between projects, I closely evaluate every job prospect relative to my skills, technologies, background, and experience. Although I might match 95% of the requirements, those 5% not matched are often my undoing. The top reason prospective employers give for why I wasn’t selected is because other candidates more closely fit what the client needed. Keep on learning and improving. Your recruiter may soon be calling with the offer you are seeking.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you create accessible visual content?

1

2

3

4

5

6

7

1 Use alt text and captions

2 Choose colors and fonts wisely

3 Optimize your layout and design

4 Test your visual content

5 Follow the WCAG guidelines

6 Keep learning and improving

7 Here’s what else to consider

Content Development

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How can you create accessible visual content?

1

2

3

4

5

6

7

1 Use alt text and captions

2 Choose colors and fonts wisely

3 Optimize your layout and design

4 Test your visual content

5 Follow the WCAG guidelines

6 Keep learning and improving

7 Here’s what else to consider

Content Development

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