Subtitles: A Must in a Distracted World

In a world where attention is constantly divided, subtitles are essential. They engage viewers who watch without sound—on public transport, at work, or while scrolling through their feeds—and improve message comprehension for everyone, not just those who are Deaf or hard of hearing.

Best practices:

• Ensure subtitles are precisely synchronized with audio

• Differentiate speakers using colors or labels

• Include key ambient sounds in brackets [ringing] [applause]

• Use a clear, legible sans-serif font

• Keep text concise (30-50 characters per line)

Audio Description: Bringing Visuals to Life

Audio description provides verbal narration of visual elements, allowing blind and visually impaired audiences to fully engage with an ad. By describing key actions, facial expressions, settings, and on-screen text in a clear and objective manner, ads become truly inclusive.

Best practices:

• Integrate descriptions naturally into the main script

• Focus on essential visual details that enhance understanding

• Use concise, precise language

• Avoid subjective interpretations—stick to factual descriptions

Contrast: A Simple Yet Powerful Tool

High-contrast text isn't just a design choice—it's a fundamental part of effective communication. A dark text on a light background (or vice versa) ensures readability for everyone, including those with visual impairments or those viewing content in bright sunlight.

Best practices:

• Maintain a contrast ratio of at least 4.5:1 for regular text and 3:1 for large or bold text*

• Use contrast-checking tools like WebAIM

• Avoid hard-to-distinguish color combinations like blue/red or green/red, which pose challenges for colorblind individuals

Representation: Inclusive and Authentic

True representation goes beyond simply including people with disabilities—it’s about how they are portrayed. Individuals want to be seen in their full diversity, as part of everyday life, rather than being defined by their disability. Most disabilities are invisible, making authentic and nuanced representation even more important.

Best practices:

• Feature people with disabilities in diverse, positive roles

• Avoid narratives that reduce them to their disability

• Consult people with disabilities during campaign development