Let’s talk about the current scenario, where the digital world is constantly evolving, and technology is present in the lives of almost everyone. Brands are eager to stand out, be seen, heard, and stay in the memory of consumers. As designers, we must create products and communications based on human diversity, ensuring that everyone has equal access to our content or product.
Inclusive design is, therefore, a strong ally of digital marketing — and the reasons go far beyond reaching a larger audience. Improving user experience or strengthening brand reputation can be some of the results we achieve.
When starting the creative process, designers aim to develop solutions that address the physical, psychological, or emotional needs of users. Understanding the problems they face and creating new products or solutions that are accessible to everyone.
Technology is constantly evolving, but we must ensure that we live in a fair, inclusive society that is, above all, more human.
Nike’s campaign for the launch of the FlyEase – shoes designed for people with reduced mobility – in 2021, is a great example of the combination of innovation and accessibility. In addition to the innovative design that allows users to put on and take off the shoes without using their hands, the shoes feature a hinge system that makes it easier to insert the foot.
“Honestly, we reinvented the mechanics of the shoe” – Nike enabled sneakers with appealing design to be worn by everyone, with or without any physical limitations.
In its digital marketing campaign, the brand implemented accessibility strategies by using alternative texts for images, allowing screen readers to describe the images for people with visual impairments. In promoting the campaign, it offered different interaction formats that adapt to each consumer’s device – mobile devices, desktops, and social media platforms.
Another well-known example of innovation in digital accessibility is Apple. When developing its products, the brand takes into account the potential limitations of its consumers. It uses a range of integrated accessibility features, such as the VoiceOver function, which reads the screen aloud for users with visual impairments, and Switch Control, which allows users to control devices with simple movements.
For many designers, inclusive innovation may seem like an endless list of rules and restrictions that limit creativity. However, Nike has proven that it is possible to use these guidelines and limitations to elevate a product as simple as a shoe. In the case of Apple, the company is considered a reference in the accessibility features it employs.
Is humanizing a good strategy?
Absolutely! Humanization offers a competitive advantage by creating a unique identity and an emotional connection with the audience, strengthening the trust relationship with the brand. Brands should combine the power of technology with a human and emotional approach.
We live in a world filled with automated digital interactions, where consumers are increasingly seeking brands that demonstrate empathy and human values. By developing innovative solutions with a focus on accessibility, such as intuitive interfaces that adapt to each device, companies can create products that democratize access to information and opportunities.
When brands offer more human experiences, we create a stronger and more authentic connection with the consume
More than a strategy, the key is to Humanize!
Opinion piece written by Patrícia Soares, Digital Designer at Bliss Applications, and published in Marketeer.
