Accessibility

Accessible Design Is for Everyone

“Accessibility” is the inclusive practice of presenting information in a way that people with disabilities can engage equitably. That’s a large slice of the population: According to Census Bureau data, nearly 30 percent of people in the United States and about one in six worldwide have a disability.

Ensuring accessibility is not just a matter of legal compliance—accessible design improves people’s quality of life.

When designing for any of our channels, we must consider the potential accessibility issues users will have:

Visual

Example: Color Blindness

Motor/Mobility

Example: Wheelchair-User Concerns

Auditory

Example: Hearing Difficulties

Seizures

Example: Especially Photosensitive Epilepsy

Learning

Example: Dyslexia

How It Affects Our Work

Many of the changes to the U-M brand guidelines introduced in 2021 are based on accessibility needs and ADA compliance. Colors and fonts are not simply aesthetic decisions; they are important to usability. In this era of new communications trends and platforms, we must be mindful of accessibility across a wide range of media.

U-M color specifications were modified to improve color contrast, especially for headlines and text. This change makes print and online materials more legible. Brand fonts were also updated. The Freight typeface family, known for readability, is now the core font.

There Are Two Important Implications

Don’t Tinker

Designers should not modify brand colors, web components, templates, etc. Both brand consistency and accessibility depend on using the materials as provided.

Clean House

Discard old logos and templates, and update presentations and publications to be consistent with brand guidelines and to meet or surpass accessibility standards.

Fonts

Legibility

Use a sans serif font for the main body of text whenever possible, since such fonts are more readable. Simple serif fonts can be used, but dramatic thicks and thins and exaggerated serifs are hard to read. Fonts with large x-heights are easier to read.

Use at least 12-point type for body copy when possible. If you have to use 10-point type, make sure it has a large xheight. Footnotes and photo credits should be no smaller than 8-point. Set leading at least 20–25% greater than the font size. Extra leading helps readers maintain their place and move smoothly through content. Roman fonts are preferred. Avoid italics and all caps. Be sure underlining does not connect with the bases of letters.

Avoid Hyphenation

Simplicity

Avoid using too many different fonts on one page.

Set type flush-left/ragged-right, since using justified text can decrease readability. Optimum line length is 8 to 12 words (approximately 60 characters).

Contrast

In general, use dark foreground text on a light background, and vice versa. There should be a 70% difference in color value between background and text.

Color screens behind black type should be no darker than 20%.

Design

Readability

Bright white paper can produce excessive glare. Choose a dull-finish, smooth paper heavy enough to prevent showthrough if your piece is two-sided.

Limit decorative fonts and type-on-path text elements. Make sure any words treated decoratively are repeated within the main body of text.

Try to avoid placing text blocks over photographs, illustrations or other graphics. It can be difficult to ensure enough contrast against non-solid backgrounds.

Simplicity

If folds are necessary, they should be simple and intuitive.

Keep the organization of content straightforward. Use headings to break up copy and enhance readability and comprehension. Make sure headings are descriptive of the text that follows them.

Ensure paragraphs have consistent letter spacing and word spacing. Set type flush-left/ragged-right; justified text can decrease readability. Optimum line length is 8 to 12 words (approximately 60 characters).

Avoid visual clutter and maximize white space. People with low vision and those with cognitive disabilities benefit from ample white space.

Know your audience. Write for them, not for the experts.

In General

• Keep the message short and simple.
• Use short sentences, paragraphs, and sections.
• Avoid complex words and sentences. It’s better to avoid acronyms entirely, but if that’s not possible, define and/or spell them out at least once in the content, generally at the first mention.
• Steer clear of “internal speak” and confusing jargon. Use words your audience will understand and relate to.
• Shorten and clarify complex material.
• Add white space. People with low vision and those with cognitive disabilities benefit from ample white space.