Last reviewed: 5 October 2022

Make sure the advertising is designed with disabled people in mind

Many market traders use advertising boards to display products and items. Although these can be difficult to read for people who have conditions that affect the way they process information, such as dyslexia or dyspraxia, there are some simple steps you can take to make the information displayed easier to read.

• Avoid italics or joint writing styles – instead try and leave enough space in between words and lists, left align the text, and use clear lettering with colours that contrast.
• For digital marketing, use a minimum font size of 12 point in any written communication and a sans serif font as these are most legible.
• Check that there is strong colour contrast between the text and the background colour – this will help customers help make the text clearer to customers with sight loss.
• Some disabled people with sight loss or conditions that affect their ability to process visual information use screen readers – assistive technology that helps the user read text on a screen, but not images. Include alternative text descriptions in images. If you don’t, the reader will completely miss the image.

Feature disabled people in imagery

If you want someone to respond positively to you, whether as a customer, or employee, then that person needs to feel included, valued and understood.

Research suggests that people feel more positive towards a brand if its advertising includes disabled people.

It’s important to be considerate of how you represent disabled people in your imagery, however. You don’t want to use imagery that suggests that disabled people are less able or intelligent than others, or imagery that seems intended to evoke pity. Instead, try to represent disabled people as just another customer who is welcomed in your store.

Our research found that disabled people want to see representation that is ‘incidental’. This means that disabled people shouldn’t be in imagery for the sake of it (they should be there because they are valued customers, for example) and the focus shouldn’t be on their disability.

Great customer service

Our research found that poor customer service was the most commonly cited reason why disabled consumers left a shop without buying anything – in-person and online.

Always be on the lookout for people who may need extra assistance and offer help regardless of whether you think the person has a disability. Remember, most disabilities after all are not visible.

Always greet customers warmly – by simply asking someone if they would like assistance, you give your customer an opportunity to discuss their requirements with you.

Make it clear to customers how they can ask for help if they need it. You could have customer support staff wearing tops that say “Can I help you?”, make regular announcements inviting customers to ask for help, and put up signage that explains how to ask for help if you need it.

Have seating available

People who use walking aids may find it hard to use their hands when standing up, for example to count out money. Let customers know that you have a seat available if required, even if this may just be a folding seat.

If a customer has difficulty walking, be prepared to offer a more personalised service. Find a place for the customer to sit down and bring goods directly to them.

Some customers with non-visible disabilities – such as dementia or anxiety – may also appreciate having seating available to give them a moment to rest.

Be patient

Some people need a little more time than usual for everyday tasks such as finding items or paying. Always be patient and give extra help if it’s needed.

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