Diversity and inclusion in many different sectors have become a much more essential issue for companies and employers in today’s Digital Marketing For Neurodivergent landscape, with many beginning to hold themselves responsible and put meaningful measures in place. The notion of digital accessibility ensures persons with impairments, such as blindness or hearing loss. Nonetheless, many individuals, including neurodivergent persons, have a hidden handicap that impairs their online experience.
One out of every seven persons is thought to be neurodivergent. It represents a significant proportion of the world’s population. Neurodivergent persons perceive and feel the world in ways that neurotypical people (those with’standard’ brain processes) do not. Those who are autistic, dyslexic, dyspraxic, or have ADHD, for example, are members of the neurodivergent community.
Creating inclusive Digital Marketing for Neurodivergent and accessible designs for neurodivergent customers and individuals with various impairments will guarantee that you are not alienating people because of their differences; it will also help you connect with a larger audience of highly engaged users.
One out of every seven persons is thought to be neurodivergent. It represents a significant proportion of the world’s population. Neurodivergent persons perceive and feel the world in ways that neurotypical people (those with’standard’ brain processes) do not. Those who are autistic, dyslexic, dyspraxic, or have ADHD, for example, are members of the neurodivergent community.
Creating inclusive Digital Marketing for Neurodivergent and accessible designs for neurodivergent customers and individuals with various impairments will guarantee that you are not alienating people because of their differences; it will also help you connect with a larger audience of highly engaged users.
In this section, we will look at how you may make your content more inclusive Digital Marketing for Neurodivergent consumers while keeping the relevance of neurodiversity in marketing in mind.
Here is How to Make Inclusive Digital Marketing For Neurodivergent Consumers;
Neurodivergent persons see the world differently from neurotypical people (those with’standard’ brain processes). These distinctions apply to both the digital and physical worlds.
As a result, various design formats, typefaces, screen layouts, navigational functionalities, colors, content, and images may be perplexing to a neurodivergent individual. This may often lead to tension and dissatisfaction.
1. Keep your messaging simple, simple, and to the point.
To make your content and communications more inclusive Digital Marketing for Neurodivergent consumers, always write in a literal, snappy, and to-the-point style.
Where possible, avoid using abstract language and just include what is really necessary in your conversations. If you employ obscure terminology or jargon, you risk confusing some consumers and driving them away.
Assume you are a manufacturer of folding bicycles. A phrase like this on your website may perplex or turn off certain visitors:
Our flagship folding bike, with a bi-folding titanium proprietary microframe, will have you flying through the metropolitan streets.
The text here contains jargon-like facts with no evident advantage. A neurodivergent reader may be perplexed by the word “fly,” since motorcycles do not fly.
- Here’s a more comprehensive phrase that answers these concerns:
Our most popular folding bike folds up in seconds and has a lightweight frame that makes it easy to ride across metropolitan streets.
- Here are a few additional tips for making your copy more inclusive:
Write in the active voice rather than the passive form as much as you can, e.g. “store the bike inside” instead of “the bike may be kept indoors”.
Before signing off on your copy, take the time to revise it many times. That way, you may ‘trim the fat’ and get rid of anything you don’t think is essential to your primary statement.
Be certain that your information follows a logical structure. Create a narrative that walks your user through the process step by step.
Divide your text into short, scannable bits. Use logical subheadings to guide your visitors through your text rather than overusing font formatting such as bold or italics.
For AI-powered comments on how to make your text more punchy and simple to read, use a platform or app like Hemingway, Readable, or ChatGPT.
2. Choose cohesive color schema
When it comes to inclusive content, visuals—specifically, colors—are another key aspect.
Many neurodivergent users have difficulty processing colors that are overly bright or contrasting. As a result, adopting more subdued colors in pastel tones or single colours will make your content designs (landing pages, blog articles, emails, app displays, and so on) less overbearing.
When it comes to making your content design more inclusive Digital Marketing for Neurodivergent consumers, using a maximum of three complimentary colors on a white backdrop is often the best method. It is also vital to use these colors regularly on-page since it will lessen mental tension or exhaustion.
To minimize confusion or annoyance, you may assign one color to anchor text, one color to CTA buttons, and one color to headers.
3. Provide your content in a variety of formats
Offering your Digital Marketing for Neurodivergent material in a variety of forms is one of the most effective methods to make it. This ensures that your customers may access what you have to offer in the manner in which they are most comfortable.
- Consider the following formats:
Features that narrate your text and provide audio cues while your customers browse through your material are known as audio reading or transcription capabilities.
Subtitles that are fully descriptive for any kind of video or animation visual material, complete with linked subtitles and video transcripts
Additional user experience (UX) or microcopy that provides useful hints or explanations as you hover over each design feature (buttons, text, imagery, input boxes, etc.). This may provide you specific instructions on how to browse the website. Mayoclinic, for example, Digital Marketing for Neurodivergent provides its customers with an interactive on-page keyboard to help them search for information on illnesses and conditions:
- Allow users to modify the contrast or brightness of any screen or page they’re seeing.
- Be more conscious of digital accessibility.
- Addressing neurodivergent people for your online content is simply one aspect of increasing your brand’s knowledge of accessibility challenges.
TPGi, an accessibility specialist, has been collaborating with the Digital Marketing Institute to develop UX approaches that cater to all users of our programs, resources, webinars, and other places. This involves adhering to official Web Content Accessibility Guidelines (WCAG) and conducting a VPAT to confirm compliance.
To understand more about Digital Marketing for Neurodivergent, read our three-part series on what marketers need to know, attend our accessibility webinar, and listen to our accessibility podcast, which has two guests who talk from their personal experiences with autism and sight loss.
