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Product Media Accessibility: Are You Doing It Right?
Visuals drive e-commerce—they shape how customers understand, compare, and connect with products. But for users relying on screen readers or other assistive technologies, those visuals only work when paired with accurate alt text and accessible labels. Without them, key product details disappear, leaving users unable to engage or buy.

Accessibility also drives measurable results. Research shows that 71% of users with disabilities leave sites that present barriers, while inclusive design reduces bounce rates and builds trust. Search engines benefit, too—HubSpot reported a 779% increase in image traffic after optimizing alt attributes. And with nearly 15% of the global population living with a disability, accessible images open your storefront to a wider audience that can browse and buy without friction.

When done well, accessibility becomes more than a technical fix—it’s a competitive advantage. It improves visibility, trust, and conversion, all while making your brand easier for everyone to experience.

This guide explores what that looks like in practice—how to make product media accessible, where teams most often slip, and how to integrate accessibility into your daily workflow.

What Makes a Product Media Accessible

High-quality product media isn’t just about presentation—it’s about communication. Every image should help shoppers understand your product, evaluate their options, and make confident decisions.

In accessible design, that means ensuring every photo, color variant, and product angle can be understood not only visually, but also through assistive technology.

Below are the key principles that make product media both effective and accessible.

1. Clear and Descriptive Alt Text

Alt text gives images meaning. Without it, assistive technologies have nothing to announce—and essential product details disappear. Descriptive alt text ensures that shoppers who rely on screen readers can access the same information as anyone else.

When written thoughtfully, alt text also supports SEO, helping search engines understand what’s being shown and improving how your products appear in image searches.

If you’re coding manually, add the alt attribute directly to your <img> tag:
```
<img src="example.jpg" alt="A description of the image">
```
Keep descriptions concise but specific, focusing on what’s visually relevant to the shopper.

For those using a CMS like Shopify, WordPress, or Magento, you can add this text in the Alt Text or Alt Description field during upload. Many platforms support bulk editing—an efficient way to replace missing or generic alt text and ensure consistency across your catalog.

When Product Media Need Alt Text (and When They Don’t)

Product photos are the foundation of any e-commerce experience. They convey material, color, and quality—all the details a shopper depends on. Because of that, almost every product media needs alt text.

The only exception is when an image adds no new visual information—for instance, when showing the same product from another angle without revealing new features or details.

Redundant Product Views

Multiple images of the same item are common: front, back, side, or top-down shots. These angles help sighted users but can become repetitive when read aloud by screen readers.

If each image shows the same product with no meaningful change, you can mark the duplicates as decorative with an empty alt attribute:
```
<img src="product-side.jpg" alt="">
```
This signals assistive technologies to skip the image without disrupting the experience. Just ensure that at least one image—usually the primary product photo—has full, descriptive alt text.

Does Your Image Need Alt Text?

If an image adds context or new information that could influence a shopper’s decision, it must have its own alt text.

Ask: Would this image help someone understand or evaluate the product differently? If so, describe it.

Examples include:
- Different colors or finishes:
  “Red ceramic table lamp with linen shade” vs. “Blue ceramic table lamp with linen shade.”
  Each variant should have distinct alt text.
- Unique features or components:
  If an image highlights stitching, a removable part, or a texture, mention it briefly.
- Lifestyle or context photos:
  When a photo shows the product in use—like a jacket being worn or a sofa in a living room—include that context to communicate scale and purpose.
- Images with embedded information:
  If an image includes text such as a sale banner, sizing chart, or label, that information must also appear in alt text or nearby HTML. Screen readers cannot interpret text embedded in images.
Writing Effective Alt Text

Good alt text is concise, factual, and written with purpose. It shouldn’t describe every detail—just what matters to understanding the product.

Best practices include:
- Keep descriptions under 125 characters when possible.
- Avoid phrases like “image of”—screen readers already announce it.
- Use specific, factual terms: “brushed,” “polished,” “textured,” “matte.”
- Mention what changes between images, such as angle or color.
- Adjust wording for context—a banner image may need different phrasing than a gallery thumbnail.
A consistent alt text style guide helps teams stay aligned, especially when managing large catalogs or working across departments.

2. Optimizing Product Media Formats for Accessibility

Accessibility also depends on clarity and performance. Large, slow-loading images can undermine user experience, particularly on mobile.

Use formats that balance quality and speed:
- WebP delivers high-quality visuals with efficient compression, improving load times.
- SVG is ideal for scalable graphics such as logos or icons, maintaining crispness on any screen size.
Fast, responsive images ensure your store remains usable across devices and assistive technologies alike.

3. Avoiding Text Embedded Within Images

If an image includes text—like promotional banners, product specs, or sale messages—screen readers can’t interpret it.

Keep all essential text in HTML or nearby captions.
If embedded text is unavoidable, repeat the information in the image’s alt text or elsewhere on the page so that it’s accessible to every shopper.

4. Maintaining Visual Clarity and Contrast

A clean, modern aesthetic is appealing—but not if it sacrifices visibility.

Low-contrast product photos (for instance, light gray items on a white background) can be difficult for users with low vision to see.

Maintain at least a 4.5:1 contrast ratio between the product and its background. Adding subtle shadows, reflections, or gradient overlays can improve visibility without compromising your design aesthetic.

5. Labeling Interactive Product Media

Any clickable image or icon—such as a “zoom” button, “add to cart” symbol, or “view gallery” thumbnail—should have an accessible name or aria-label.

Describe the action, not the appearance:
- “Zoom product image”
- “Add to cart”
- “Open gallery view”
These small details help users navigate your site predictably and confidently, no matter how they interact with it.

Testing Tools and Workflow Integration

Accessibility isn’t a one-time audit—it’s an ongoing habit built into your development process.

Automated tools:
- WAVE and Lighthouse in Chrome DevTools identifies barriers and improvement tips for each image.
Manual checks:
- Test your pages with NVDA, VoiceOver, or JAWS to hear how descriptions are announced.
- Disable images in your browser and ensure text alternatives still convey essential information.
Workflow tip: Integrate accessibility validation into CI/CD pipelines. Use pre-commit hooks or CMS checks to block uploads missing alt attributes. Over time, this normalizes accessibility as part of the build process—not an afterthought.

Product Media That Speaks to Every Shopper

Accessible product media is about more than compliance—it’s about communication. Every shopper, regardless of ability, deserves the same opportunity to understand your products clearly and confidently.

From writing meaningful alt text to maintaining contrast and responsive performance, accessibility transforms static visuals into tools that inform, guide, and convert. It strengthens trust and creates smoother experiences across every device and interaction.

When your product media works for everyone, your brand stands out for the right reasons: clarity, quality, and care.

If you’re ready to assess your current approach or bring accessibility into your creative workflow, schedule an ADA briefing with 216digital. We’ll help you turn accessibility from a checklist into a lasting standard for digital craftsmanship.
Greg McNeil

October 13, 2025

How-to Guides

Accessibility, How-to, product media, WCAG, Web Accessibility, web developers, web development, Website Accessibility
What Is Visually Hidden Content—and Why Use It?
Every interface makes choices about what to show and what to leave unseen. Most of the time, that’s about layout or aesthetics—but it’s also about communication.

For users who rely on assistive technologies, much of that communication happens through structure, labels, and semantic relationships. When visual clarity comes at the cost of semantic clarity, accessibility starts to break down. A clean UI is great, but clarity for assistive technologies is non-negotiable. When we drop visible text in favor of icons or compact layouts, we still owe users the same meaning.

A practical answer is visually hidden content. It’s a technique for keeping information available to assistive tech—screen readers, braille displays, voice navigation—while keeping it out of visual view. Done well, it bridges the gap between a clean interface and a complete experience.

You’ve seen it everywhere:
- A magnifying glass icon that announces “Search.”
- A “Read more” link that includes the article title.
- A skip navigation link that quietly appears when tabbed into.
Each example keeps the design clean while preserving meaning for users who don’t navigate visually. It’s not a trick—it’s thoughtful design expressed through code.

When Hiding Breaks Accessibility

It’s tempting to reach for display: none or visibility: hidden. Both make an element disappear—but they also remove it from the accessibility tree. To a screen reader, that content no longer exists.

The same problem appears in older workarounds—moving elements off-screen with huge negative positioning or marking the wrong element with aria-hidden="true". They achieve visual cleanliness but erase meaning for assistive tools.

If the accessibility tree is a map of what users can explore, those declarations tear off a corner of it. The HTML remains, but users can’t reach it.

When something needs to be read, referenced, or focused, it must stay in the tree. The goal isn’t to hide it from everyone—it’s to make it visually invisible while still programmatically present.

A Modern, Reliable Pattern for Visually Hidden Content

Most modern teams rely on a single, standardized utility for this purpose. It’s simple, maintainable, and works across browsers and devices:
```
.visually-hidden {
  border: 0;
  clip-path: inset(50%);
  height: 1px;
  margin: 0;
  overflow: hidden;
  position: absolute;
  white-space: nowrap;
  width: 1px;
}
```
Each property plays a specific role:
- clip-path: inset(50%) hides the visible area.
- position: absolute removes it from the layout but not the accessibility tree.
- height and width shrink it to an imperceptible size.
- overflow: hidden ensures no text leaks visually.
- white-space: nowrap prevents wrapping or accidental exposure.
This approach replaced older hacks like clip: rect() or sending text off-screen with left: -9999px;. Those caused issues for magnifiers and high-zoom environments. The clip-path pattern is clean, modern, and predictable.

Use it with intention. Adding visually hidden content everywhere can overwhelm screen reader users. The best implementations give context—not clutter.

Making Focusable Elements Work for Everyone

Skip links, “Back to top” anchors, and similar utilities need to stay hidden until they’re actually used. If you apply .visually-hidden directly, keyboard users can focus the link but won’t see it—an invisible focus trap.

The solution is a focusable variant:
```
.visually-hidden-focusable:not(:focus):not(:active) {
  border: 0;
  clip-path: inset(50%);
  height: 1px;
  margin: 0;
  overflow: hidden;
  position: absolute;
  white-space: nowrap;
  width: 1px;
}
```
This keeps the element hidden until it receives focus. Once active, it becomes visible—making skip links discoverable without cluttering the design.

A few practical habits:
- Always provide a visible focus outline and clear contrast.
- Keep the revealed link’s position consistent (usually top-left).
- Use short, direct text—users should immediately understand its purpose.
This small adjustment is what makes keyboard navigation intuitive, discoverable, and consistent across accessible websites.

Visually Hidden or ARIA? Understanding the Difference

Developers sometimes treat these tools as interchangeable. They’re not; they work at different layers.

Use visually hidden content when you need real, localizable text in the DOM—context for links, helper hints, or dynamic status messages that assistive technologies should read naturally.

Use ARIA when you’re labeling or describing elements that are already visible:
- aria-label adds a brief text label.
- aria-labelledby points to a visible label.
- aria-describedby links to explanatory text or error messages.
- Live regions (role="status") announce dynamic changes.
Often, the best solution combines both. A decorative SVG can be marked aria-hidden="true", while a hidden text label provides a proper name. A form field can have a visible label and connect to hidden guidance via aria-describedby.

Knowing when to use which—sometimes both—is what turns compliance into genuine usability.

Writing Hidden Text That Adds Value

Hidden text should earn its place. It’s part of the user experience and deserves the same editorial care as visible copy.

A few best practices:
- Add what’s missing visually—don’t repeat what’s obvious.
- Keep it short and natural; users will hear it read aloud.
- Avoid filler or redundancy—screen readers already announce role and state.
- Localize it so it fits each supported language context.
When written thoughtfully, visually hidden content enhances understanding without adding noise. The best examples are invisible to some, indispensable to others.

Testing What You Can’t See

Accessibility isn’t a box to tick—it’s a conversation between your design and your users. Testing is where that conversation becomes real.

Here’s how to validate your implementation:
- Keyboard: Tab through the page. Ensure focus moves logically and stays visible.
- Screen readers: Use NVDA, VoiceOver, or JAWS to confirm that hidden text reads in context.
- Accessibility tree: Check DevTools to make sure hidden content remains part of the structure.
- Zoom and magnification: Scale up to 200% and confirm no visual artifacts appear.
Automation can’t tell you whether your content makes sense—but a quick, human pass will.

From Utility to System

Once you’ve validated your approach, make it part of your toolkit.
- Include .visually-hidden and .visually-hidden-focusable in your design system.
- Document their purpose, examples, and edge cases.
- Encourage teammates to review hidden content with the same care as visible UI text.
Frameworks like Tailwind’s sr-only class use this exact foundation. Aligning with established patterns makes your code predictable and your accessibility practices easier to scale.

This is how visually hidden content becomes part of your craft—not just a snippet you copy-paste.

The Invisible Work That Shapes Experience

A few quiet lines of CSS can completely change how people experience your site. Visually hidden content doesn’t alter what most users see, but it transforms what others can access, understand, and trust.

That’s what accessibility is really about—creating clarity that transcends sight. And that’s what good front-end work does at its best: it makes meaning visible, even when the code itself is unseen.

If you’re working through accessibility fixes or want a second set of eyes on remediation, consider scheduling an ADA briefing with 216digital. It’s a focused, collaborative session designed to help you identify barriers, prioritize what matters most, and move confidently toward compliance.
Greg McNeil

October 8, 2025

How-to Guides

Accessibility, How-to, visually hidden content, WCAG, Web Accessibility, web developers, web development
Deck the Sales with Accessible Holiday Marketing
Every holiday season, online retailers face the same challenge: how to keep up with surging traffic without losing customers to friction. Between November and December, nearly one-fifth of all retail sales happen online—meaning even the smallest accessibility barriers—an unreadable button, a missing label, a poorly designed modal—can quietly chip away at revenue.

But there’s more at stake than missed sales. Accessibility now sits at the intersection of ethics, law, and business strategy. Making your digital experiences usable for everyone isn’t just compliance—it’s a mark of respect for your customers and a driver of measurable growth.

Accessible holiday marketing is how smart teams turn inclusion into performance. It creates digital spaces that welcome all shoppers, reduce drop-offs, and reinforce brand trust at the busiest—and most competitive—time of year. Think of it as rolling out a digital welcome mat, trimmed in garland, for every customer who stops by your virtual store.

Accessibility: An Ethical Imperative and a Business Advantage

Accessibility began as an ethical conversation about fairness and inclusion. Today, it’s also a legal and financial necessity.

Under the Americans with Disabilities Act (ADA) and related global laws, websites are expected to provide equal access to all users. The Department of Justice has affirmed that digital properties—especially those tied to commerce—fall under these requirements. Noncompliance can lead to lawsuits, settlements, and, more importantly, reputational damage that no brand wants under its tree.

Yet beyond risk, the business upside is clear. One in four U.S. adults reports living with a disability, representing a purchasing power that exceeds $1 trillion globally. Accessibility doesn’t shrink your audience—it expands it.

And 80% of consumers say a company’s experience matters as much as its products. In that sense, accessibility isn’t just the right thing to do—it’s the smarter way to compete. During the holidays, it’s also the easiest way to make sure no shopper gets left out in the cold.

Where to Start: Building an Accessible Holiday Marketing Framework

Accessibility shouldn’t be treated as an afterthought in the rush to wrap up year-end campaigns. Instead, build it into your existing production cycle. Here’s how to start unwrapping quick wins.

Step 1: Define What Success Looks Like

Don’t bolt accessibility on at the end. Bake accessible holiday marketing into the same workflow you use for performance and SEO.
- Checkout completion rates: If shoppers abandon forms mid-purchase, that’s a red flag. Accessibility gaps here are like dropping presents halfway up the chimney.
- Cart error rates: – Test both keyboard and screen reader sessions. If errors spike, navigation might need a tune-up.
- Promo email click-throughs: Compare results with images off. If engagement plummets, you’re leaning too heavily on visuals.
- Video completion rates: Captioned videos often earn longer watch times, proof that accessibility can shine brighter than any seasonal campaign light.
Assign an owner for each KPI and add an accessibility review before code freeze—because nothing ruins the holiday rush like last-minute fixes.

Step 2: Reduce Friction in the Core Shopping Flows

The most impactful changes often live in the most familiar places: product discovery, product pages, and checkout.

Product Discovery
- Keyboard navigation: Every filter, dropdown, and toggle should be usable without a mouse. No one wants to wrestle with a website like tangled lights.
- Visible focus states: Highlight where users are on the page with clear outlines—think of it as a guiding star through your interface.
- Logical tab order: Keep navigation smooth and intuitive; users shouldn’t feel like they’re lost in the wrapping paper.
- Clear labeling: Add ARIA labels and visible names to controls so everyone knows what each button does.
Good navigation is like a perfectly organized gift list—clear, predictable, and satisfying to check off.

Product Pages
- Descriptive alt text: Replace “red shirt” with “close-up of red cotton t-shirt with crew neckline.” Paint a picture worth a thousand words—and conversions.
- Text-based selectors: Pair swatches with visible text for color and size. Don’t make users guess whether “cranberry” means red or pink.
- Live region announcements: Notify assistive technologies when stock, price, or promotions change. No one likes a surprise sellout mid-cart.
Clarity here means fewer returns—and happier unboxings.

Checkout

Checkout is where good design proves its worth.
- Label everything clearly: Every field should say exactly what it wants — “Email address,” “Zip code,” not “Field 1.” When users can fill out a form without guessing, they finish faster.
- Put errors where they happen: If someone types their card number wrong, the message should appear right there, not two scrolls away. Nobody wants to play “Where’s Waldo?” in the middle of a purchase.
- Skip the impossible CAPTCHA: If you must verify humans, use a simple checkbox or a one-line logic question.
- Keep focus steady: When a payment pop-up opens, the cursor shouldn’t vanish. Trap focus inside the modal and return users to the right spot when it closes.
- Do a keyboard-only run-through: It takes five minutes. If you can buy something with just the Tab key, you’re in good shape.
It’s not glamorous work, but it’s what turns a holiday shopper into a paying customer.

Step 3: Design an Accessible Holiday Marketing Campaign

Color, Contrast, and Motion
- Contrast ratios: Keep text clear—even against festive reds, greens, or snowy whites. 4.5:1 is the magic number.
- Motion reduction: Add a “pause animation” option for sparkling banners or falling snow. Not everyone enjoys a blizzard of motion.
- Test on multiple screens: Preview your site in bright daylight or cozy lamplight—holiday shoppers browse everywhere.
Accessibility ensures your creativity glows without overwhelming.

Email Accessibility Best Practices

Holiday emails do a lot of heavy lifting, so make them easy to read even when half the inbox blocks your images.
- Use real text for the important stuff. If your subject line says “50% Off,” that shouldn’t vanish the moment images are turned off.
- Write links that make sense out of context. “Unwrap Today’s Deals” works better than “Click here” — and it keeps your brand voice intact.
- Keep the structure simple. Short paragraphs, real headings, and logical flow help screen readers — and people reading on their phones at the kitchen table.
- Underline your links. It’s not old-fashioned; it’s functional. Some users can’t rely on color alone to spot a link.
Think of your holiday campaign like a greeting card — clean, clear, and worth opening.

Video and Social Content
- Closed captions: Accurate, human-checked captions help everyone follow along, from office multitaskers to late-night shoppers.
- Transcripts: Perfect for anyone scrolling during family movie night with the volume low.
- Hashtags and emojis: Use camel case (#MerryAndBright) and keep emojis at the end of posts.
- Alt text: Describe visuals on social posts so every viewer can feel part of the moment.
Small accessibility touches here make your brand feel thoughtful—like that handwritten tag on a gift.

Step 4: Test Early and Often

Automated Checks
- Integrate tools: Add accessibility scans to your CI/CD pipeline so errors get fixed faster than you can say “ugly sweater.”
- Catch recurring issues: Run tests regularly to stop regressions before launch.
- Treat failures seriously: Missing alt text should be a showstopper, not a “we’ll fix it next year.”
Manual Spot Checks
- Keyboard audits: Tab through product → cart → checkout. If you can’t complete it, neither can Santa’s helpers.
- Screen reader reviews: Listen to how your site reads aloud—clarity here is worth its weight in gold tinsel.
- Record findings: Short video clips make debugging faster than long lists of notes.
Pre-Launch Governance
- Accessibility sign-off: Make it part of your “naughty or nice” launch checklist.
- Track waivers: If something’s postponed, record a fix date to stay accountable.
- Align with performance metrics: Accessibility deserves a seat at the same table as SEO and load time.
Step 5: Expand Accessibility Across the Journey

Accessibility shouldn’t stop at checkout—it should carry through every touchpoint.

Landing Pages and Paid Ads
- Avoid autoplay: Let users control media playback; not everyone wants surprise carols.
- Write clear CTAs: Use straightforward text like “Explore Holiday Offers” instead of “Learn More.”
- Add multiple cues: Combine color, text, and icons so everyone can understand your visuals.
- Keep it fast: Optimize load times. Accessibility and speed go hand in hand.
Retention and Loyalty
- Organize gift guides: Use clear headings and a logical structure for quick navigation.
- Make wishlists keyboard-friendly: Ensure “Add to Wishlist” works with both mouse and keyboard.
- Announce updates: When something’s back in stock, let assistive tech announce it too.
Accessible holiday marketing builds trust—and trust keeps customers coming back long after the decorations come down.

Step 6: Equip Customer Support to Handle Accessibility
- Multiple contact options: Offer phone, chat, and email—because not everyone writes letters to the North Pole.
- Accessible chat tools: Check focus order and make sure screen readers can announce new messages.
- Transparent status: Display service hours and response times to prevent frustration.
- Proactive communication: Post banners if known issues exist, and provide alternative paths to complete purchases.
- Train support teams: Teach staff how to gather details about accessibility problems. The more context they collect, the faster fixes arrive.
Support should feel like a helping hand, not a closed door.

Step 7: Measure, Learn, Improve
- Segment analytics: Compare behavior by input method—keyboard, mouse, or touch—to spot friction points.
- Correlate updates: Link accessibility fixes to conversion data; seeing the lift is like watching sales lights twinkle in real time.
- Weekly check-ins: A 15-minute accessibility stand-up keeps everyone aligned during peak traffic.
- Post-season reflection: Capture what worked and what needs improvement before the next holiday rush.
Accessibility improvement is the one gift that keeps on giving.

Quick-Start Accessible Holiday MarketingChecklist

This Week
- Tab-test PDP → Cart → Checkout to ensure a clear path to purchase.
- Update alt text for the top 100 SKUs with product details and purpose.
- Caption all holiday videos—think of it as wrapping each message neatly.
This Month
- Automate accessibility scans so no error sneaks into the new year.
- Refine email templates with an accessible, mobile-friendly design.
- Test campaigns with images off—your message should still shine.
Before Code Freeze
- Perform a manual screen reader review of top pages.
- Publish an accessibility contact channel so feedback doesn’t get lost in the snow.
From Cart to Claus: Keeping Every Shopper Included

Accessibility has moral weight—it ensures equal participation in the digital marketplace. It has legal weight—it aligns with ADA and WCAG standards. And it has business weight—it strengthens loyalty, protects brand trust, and captures a broader audience.

Accessible holiday marketing ties all three together like a perfectly wrapped gift. It makes the web fairer, the experience smoother, and the business stronger.

For teams wanting to check their list twice, an ADA briefing with 216digital helps identify high-ROI accessibility improvements before peak traffic. Our experts help teams unwrap the quick wins—and keep the momentum into the new year.

After all, inclusion isn’t just a seasonal sentiment—it’s how lasting customer relationships begin.
Greg McNeil

September 26, 2025

Content Marketing, Digital Marketing, How-to Guides

Accessibility, Digital Marketing, How-to, Marketing, Web Accessibility, Website Accessibility
Say More with Accessible Web Content
We spend a lot of time tuning headlines and chasing algorithms. But the work that truly moves the needle is simpler: say what you mean so more people can use it. Clear content builds trust, lowers support requests, and makes your message easier to find. That’s the power of accessible web content—it helps people first, and performance follows.

Content isn’t a “design extra” in accessibility. Writers, editors, marketers, and developers shape how people understand a page. This article offers practical, jargon-light techniques you can apply right now. They align with WCAG, but they’re written for real teams on real deadlines, with real audiences who just want answers that make sense.

Plain Language Is the Heart of Accessible Web Content

Plain language is not “dumbing it down.” It’s respect. Many public-facing teams aim for an elementary reading level; professional material often targets a middle-school level. And when you’re busy, simple always wins—whether you’re a novice or an expert scanning on a phone between meetings.

Try this:
- Use a readability tool (Hemingway, Grammarly) to check grade level.
- Swap jargon for everyday words. “The site adjusts to your screen” beats “utilizes responsive design principles.”
- Prefer active voice: “Change your password every three months,” not “It is recommended…”
- Lead with the point, then add detail.
- Keep one idea per paragraph. Use person-first, inclusive language when you reference people with disabilities.
Short sentences steady the pace. A few longer ones add rhythm and nuance. Together, they make meaning land without strain.

Make Your Page Easy to Scan—By People and Tools

Titles, URLs, and headings are how busy readers—and assistive tech—map a page. If the map is messy, the journey is slow.

Best practices:
- Write unique, descriptive titles. Put the most important words first and, when it fits, match the H1.
- Use readable URLs (/web-design-services, not ?id=47289).
- Use one H1. Nest headings in order (H2 → H3) like chapters and subchapters.
Screen reader users often navigate by headings. A logical outline turns scanning into understanding. Clear structure makes pages easier to skim, and it makes accessible web content faster to find, reuse, and maintain.

Links and Images That Strengthen Accessible Web Content

“Click here” makes people guess. It also fails when a screen reader pulls out a list of links with no surrounding context.

Instead:
- Write link text that stands on its own: “Download the accessibility guide.”
- Make labels unique so users know which link goes where.
Effective Alt Text

Alt text explains an image’s purpose when images don’t load or when a user can’t see them.

Guidelines:
- Be concise—under ~125 characters—and capture what the image means to the page.
- Decorative images should be skipped with empty alt text (alt="").
- For complex visuals (charts, infographics), add a short alt summary and provide a fuller explanation nearby.
These small choices help everyone—search engines, skimmers, and people using assistive tech—get the same story.

Accessible Audio and Video for Every Situation

Not everyone can turn on sound. Some people prefer reading. Others are in a noisy shop or a quiet office. Without captions or transcripts, they miss your message.

Do this:
- Provide accurate, synchronized captions. Add speaker labels when voices change.
- Offer transcripts with timestamps and descriptions of meaningful sounds or visuals.
- Edit auto-generated captions. They’re a starting point, not a finish line.
Captions and transcripts travel well across devices and contexts, turning media into content that’s flexible, shareable, and dependable—another pillar of accessible web content.

Guidance That Doesn’t Assume Vision or Memory

Task-heavy pages—forms, checkouts, dashboards—depend on clear instructions. Plain direction removes guesswork and stress.

Practical moves:
- Use direct, concrete prompts: “Enter your full name and email address.”
- State rules up front: “Password must be at least 8 characters.”
- Write helpful errors that explain what went wrong and how to fix it: “Enter a valid email, like name@example.com.”
- Don’t rely on color, location, or shape alone. If you say “the green button on the right,” also name the button.
The goal is guidance that stands on its own—no color key, no guessing, no hidden requirements.

Formatting That Keeps Accessible Web Content Readable

Good layout choices help everyone. They also keep cognitive load low.

Recommendations:
- Left-align text. Full justification can create rivers of space that are harder to read.
- Choose legible sans-serif fonts at a comfortable size (around 16px / 12pt or larger).
- Give text room to breathe with generous line spacing and white space.
- Keep paragraphs short (3–4 sentences). Use lists for steps and grouped ideas.
- Verify pages remain readable and usable when zoomed to 200%.
- Ensure sufficient color contrast (aim for at least 4.5:1 for normal text). Don’t rely on color alone for meaning.
These choices signal care. They tell readers, “We made room for you here.”

Why These Techniques Matter

WCAG 2.2 (W3C’s current recommendation) gives teams a shared yardstick. The POUR framework—Perceivable, Operable, Understandable, Robust—turns good writing habits and clean structure into checks you can actually verify. Here’s how that plays out in day-to-day work:
- Perceivable: Make meaning available beyond sight alone. 1.1.1 Non-text Content asks for useful alt text; 1.4.3 Contrast (Minimum) expects readable color contrast. Together they ensure images and text still communicate when visuals fail or vision varies.
- Operable: People must be able to find and use things. 2.4.6 Headings and Labels rewards clear, descriptive headings; keyboard-friendly navigation pushes toward predictable movement through a page.
- Understandable: Content should read cleanly and behave as expected. 3.3.1 Error Identification favors messages that say what went wrong and how to fix it—perfect for forms and flows.
- Robust: Code should work with current and future tech. 4.1.2 Name, Role, Value is where semantic HTML shines, helping assistive technologies reliably understand controls and their states.
You don’t need to memorize the spec. Use POUR as a short, practical lens while you write and review: if a decision helps someone perceive, operate, understand, or reliably use the page, you’re moving in the right direction—and you’ll have the checkpoints to prove it. It’s not meant to slow you down; it’s there to turn good intentions into repeatable habits that make accessible web content easier to ship.

Ensure Your Words Work—Not Just Look Right

Use tools to catch patterns. Use people to confirm meaning.

Helpful tools:
- Accessibility checkers (like WAVE or Google Lighthouse) surface common issues early.
- Readability and contrast tools help you tune language and color choices.
Manual checks:
- Try a screen reader (NVDA on Windows, VoiceOver on macOS).
- Navigate with a keyboard only. Can you reach and use every control?
- When possible, invite feedback from people with diverse abilities.
Make it repeatable:
- Keep a short pre-publish checklist: heading order, meaningful links, alt text added, language attribute set, clear form labels and errors.
- Schedule content accessibility reviews so improvements stick. This is how you keep accessible web content strong as pages, teams, and priorities change.
Accessible Content Is Good Content—Let’s Get You There

You don’t have to fix everything at once—just make the next thing better. A clearer title here, a stronger alt text there, a caption polished before it goes live. Small improvements stack up fast, and your audience feels the difference.

As you roll out a new product, kick off a seasonal sale, or hit publish on a blog, take a gentle pause: Does the page read easily? Do the links explain themselves? Will someone using a screen reader get the same story as everyone else? That quiet check-in becomes a habit, and that habit becomes consistency—without slowing your team down. Over time, those small, steady choices turn into a recognizable voice: thoughtful, trustworthy, and human.

If you’d like a partner to help keep that momentum, 216digital is here. We can share simple checklists, coach your team, and set up light-touch reviews so every release ships with confidence. Schedule an ADA briefing with us, and let’s make the next launch your clearest one yet—then repeat it with every product, sale, and post.
Greg McNeil

September 19, 2025

How-to Guides

Accessibility, Content Creators, Content Writing, How-to, Web Accessibility, Website Accessibility
Class Is in Session for Digital Accessibility
In the first week of school, a parent tried to submit a health form from her phone. The fields weren’t labeled, the keyboard focus jumped, and the “Submit” button never announced itself to her screen reader. Ten minutes later, she gave up—and the nurse never received the update. Small details in the interface had big, human consequences. This is why digital accessibility belongs on the same list as notebooks, logins, and bell schedules.

Accessibility on campus isn’t only ramps and elevators. The real campus now includes the learning management system, the student information system, online forms, classroom apps, digital textbooks, videos, and PDFs uploaded by teachers. When these touchpoints aren’t designed for everyone, the barriers are invisible but very real. Students miss assignments. Parents miss announcements. Teachers spend late nights wrestling with tools instead of teaching. Administrators field complaints they didn’t anticipate.

When School Technology Leaves Learners Behind

For ninth-grader using a screen reader doesn’t just see an untagged PDF as a small annoyance—it’s a wall. When a teacher is posting materials after hours, clear headings and alt text can be the difference between “done” and another late night reformatting. And for families juggling multiple jobs, captions and plain language turn school updates into something everyone can follow on the first read.

Digital accessibility gives every learner a fair start and lets ability—not the interface—decide the outcome. When a student can tab through an assignment form, a parent can complete it by voice on a phone, and a teacher’s resources read cleanly in NVDA or VoiceOver, learning gets easier for everyone.

What Digital Accessibility Looks Like in a School Context

Good accessibility is concrete and testable in the tools schools use every day:
- Structure and navigation. Pages use semantic headings, lists, and landmarks so assistive tech can move through the outline—not just the visuals. Menus are reachable with a keyboard and the focus is always visible.
- Forms that behave. Labels are programmatically tied to inputs, errors are described in plain language, and status messages are announced to screen readers.
- Accessible media. Videos include accurate captions; long recordings offer transcripts. Audio descriptions are available for essential visuals.
- Documents that travel well. PDFs are tagged with a correct reading order, real headings (not just bigger fonts), and alt text for images; exported DOCX/Slides preserve structure.
- Consistent components. Buttons act the same across the district site and the LMS; modals trap focus appropriately; alerts are announced.
- Language that teaches. Instructions avoid jargon, and content is written so a student or caregiver can follow it without specialized knowledge.
These are the details that turn “a student can technically reach the page” into “a student can actually complete the task.”

The Power of Accessibility Audits for Schools

If you want the honest state of your district site or campus platforms, start with an accessibility audit. A strong school-focused audit runs three complementary passes:
1. Automated scans to surface quick signals—contrast issues, unlabeled buttons, missing form labels, heading misuse.
2. Expert reviews with real assistive tech (e.g., NVDA/JAWS on Windows, VoiceOver on iOS and macOS) and keyboard-only navigation, mirroring how students and parents actually use the tools.
3. Task-based flows tied to school outcomes: enroll a student, submit a health form, find an IEP meeting notice, complete a quiz, download a worksheet and read it in a screen reader.
Automated tools catch a subset of problems; many of the blockers we see in schools—focus traps in portals, ambiguous link text like “Click here,” modals that don’t announce, inaccessible math or charts—require human judgment. The output of a good audit is practical: a ranked list of fixes tied to user impact, so IT and curriculum teams know what to tackle first, what can wait, and how to validate before the next release.

VPATs and ACRs: What Procurement Really Needs

After you address material issues, you’ll often need to document where your product or campus tool stands. That’s the role of a Voluntary Product Accessibility Template (VPAT®) and the resulting Accessibility Conformance Report (ACR)—structured reports that map conformance to standards such as WCAG 2.1 and, where applicable, Section 508.

For districts and universities, this is a procurement gate. Many will not move forward with an ed-tech vendor unless a current VPAT/ACR is provided and reviewed. A useful report is specific about what conforms and candid about gaps, with timelines and workarounds for instruction. That transparency earns more trust than vague “compliant” claims and helps committees compare solutions on equal footing.

Treat the audit as the truth-finding step and the VPAT/ACR as the communication layer. One improves the product students touch; the other explains to procurement and digital accessibility coordinators where it stands today.

Why Audits and VPATs Are Stronger Together (in Education)

Sequence matters:
1. Audit first. Identify barriers through expert and task-based testing aligned to real school workflows.
2. Remediate and retest. Fix code, refine content, update components, re-export documents correctly, and verify behavior with assistive tech.
3. Document with a VPAT/ACR. Communicate conformance clearly, including known gaps and planned remediation.
Reversing that order tempts over-promising and erodes credibility with accessibility coordinators, legal counsel, and curriculum leaders. Done in sequence, you earn trust and set a cadence your team can sustain throughout the year.

Build Digital Accessibility Into the School Year (Without Adding Endless Meetings)

Lasting progress comes from folding accessibility into normal practice:

1) Start With High-impact Fixes

Address keyboard navigation, focus order, alternative text, captions, contrast, and form labels across the district site and LMS. These unblock core tasks quickly.

2) Equip Every Role.
- Teachers: short checklists for posting accessible materials (headings, alt text, captioning options, accessible templates).
- Content specialists: guidance for writing in plain language and structuring documents for export.
- Developers/IT: patterns in your design system for buttons, modals, alerts, and form components with accessible defaults.
- Administrators: a simple rubric to evaluate ed-tech tools before adoption.
3) Bake Testing Into Releases

Before shipping portal updates or new templates, run a brief keyboard pass, a screen reader pass on key pages, and a contrast check on new UI. Keep it lightweight and repeatable—fifteen minutes can prevent weeks of support tickets.

4) Treat PDFs and Slides as Instructions, Not Attachments

Tag reading order, add bookmarks, write alt text, ensure exported files preserve structure, and prefer HTML or native formats when possible. If a document matters for learning, its accessibility matters.

5) Monitor and Iterate

School tech evolves constantly. Schedule periodic audits (e.g., pre-semester and mid-year), track accessibility issues like any other quality defect, and update your VPAT/ACR when material changes land.

Why This Matters for Teaching and Learning

Accessible technology doesn’t only prevent complaints—it improves learning:
- A captioned science video helps a deaf student follow along and helps a tired parent review content after a late shift.
- Clear headings in a history reading help a student with ADHD navigate and return to key sections.
- A well-labeled quiz with announced status messages reduces anxiety for students using screen readers.
- Plain-language instructions in the LMS lower the cognitive load for everyone, including multilingual families.
When digital accessibility is present, students get through important moments without roadblocks, teachers spend more time on pedagogy than troubleshooting, and families feel genuinely included in school life.

A Long-Term Strategy for Inclusive Schools

Digital accessibility is strategic infrastructure for education. Districts and campuses that invest in it reach more learners, reduce friction for families, and build trust across classrooms, offices, and board rooms. New terms begin all the time—new semesters, new platforms, new cohorts. Build them to include the people you intend to serve.

Ready for a concrete plan tailored to your school or district? Schedule an ADA briefing with 216digital. We’ll review your tech stack, content workflow, and procurement goals, then leave you with a prioritized roadmap and clear next steps your team can ship this term.
Greg McNeil

September 9, 2025

Legal Compliance

Accessibility, How-to, VPAT, WCAG, Web Accessibility, Website Accessibility
Shift Happens—But Not On Focus
You press Tab into the first field of a form, and suddenly the page submits. Or you click into a dropdown and, without warning, a new window pops up. Frustrating, right? Now imagine how much more disruptive that is for someone who relies on a screen reader or uses only a keyboard. Sudden shifts don’t just annoy—they break concentration, cause errors, and force users to start over.

That’s the purpose of WCAG’s Success Criterion 3.2.1 On Focus. It makes sure that receiving focus doesn’t trigger unexpected changes. In short: don’t move the user, reload a page, or submit a form just because something got focus. Users should always stay in control.

In this article, we’ll unpack SC 3.2.1, look at common pitfalls, explore best practices, and share testing strategies so your site feels consistent, trustworthy, and usable.

Understanding Success Criterion 3.2.1 – On Focus

The official wording says: When any user interface component receives focus, it does not initiate a change of context.

What this really means is that putting focus on an element—whether by tabbing, shift-tabbing, or clicking—should not be treated as an automatic “go” button.

A change of context includes things like:
- Submitting a form when a field receives focus
- Opening a modal or new window on focus
- Navigating to a new page when a menu item gains focus
- Programmatically moving focus somewhere else the moment you land on an element
This rule is designed to stop those surprises. Changes should only happen when users take action—pressing Enter, clicking a button, or making a choice—not just by landing on something.

Why On Focus Matters

Predictable focus builds trust. Users know where they are, what’s happening, and how to move forward without being thrown off track.

For users with cognitive or visual disabilities, avoiding sudden shifts prevents confusion. For those navigating with a keyboard, a smooth and logical tab order makes it possible to move efficiently through content. Screen readers also benefit from a stable focus path, since consistency allows the technology to announce content clearly. And people with motor impairments are spared the frustration of accidentally triggering submissions or navigations they didn’t intend.

But accessibility isn’t just about a specific group. Predictability benefits everyone. Consistent behavior builds trust and lowers friction, making your site feel polished and respectful of users’ time and effort.

Common Pitfalls (and Why They Break On Focus)

Despite the clear intent of SC 3.2.1, developers often run into familiar traps. A few of the most common include:
- Auto actions on focus: Submitting a form, opening a modal, or swapping pages the instant an input or link gets focus.
- Focus jumps: Using scripts that automatically call element.focus() on load or on focus, dragging the user to an unexpected spot.
- Navigation on focus: Menus that redirect as soon as an item is focused, rather than waiting for activation.
- Broken tab order: Overuse of tabindex—especially with values greater than 0—can create confusing and illogical navigation paths.
- Inconsistent patterns: Mixing models, where some elements act on focus while others require activation, leads to unnecessary confusion.
All of these problems do the same thing: they break user flow, create confusion, and increase errors.

How to Achieve Compliance (and Design a Better Experience)

Preventing these issues comes down to designing focus behavior intentionally and sticking to a few reliable practices.

From there, keep a few best practices in mind:
- Be thoughtful with focus management. If you use element.focus(), do it to genuinely help the user (for example, moving focus into an opened dialog) and respect lifecycle rules.
- Preserve the natural tab order whenever possible. Use tabindex="0" only when necessary to include custom controls, and avoid positive values.
- Be cautious with ARIA. Roles like menu, menuitem, tab, and dialog come with built-in interaction expectations. If you implement them, follow the complete pattern—or stick with native controls.
- Keep patterns consistent. Buttons should submit, links should navigate, and tabs should switch panels only when activated. Uniformity across components builds confidence.
Small details make a big difference. For example, always include a “Skip to main content” link that becomes visible on focus, and ensure it works correctly by pointing to a landmark or an element with tabindex="-1". Likewise, don’t rely on hover or color changes alone to signal interactivity; provide clear focus styles that work for both keyboard and touch users.

Testing Strategies for On Focus

Testing is where theory meets practice. A few methods will quickly reveal whether your site is compliant:

Manual testing
- Tab through every interactive element. Nothing should submit, navigate, or open on focus alone.
- Shift+Tab backward to confirm the reverse path is just as stable.
- Use Enter or Space to activate controls—only then should real actions occur.
- In DevTools, run document.querySelector('#el').focus() and verify that no context change happens.
Assistive Technology Testing

Screen readers like NVDA (Windows) and VoiceOver (macOS/iOS) are essential. Navigate with Tab, rotor, and quick keys to check that focus remains predictable. On mobile, connect an external keyboard and confirm the behavior is consistent with desktop experiences.

Automated Checks

Tools such as Google Lighthouse or WAVE can flag tabindex issues, missing roles, or poor focus order. Automation won’t catch the “surprise factor.” Always back it up with manual and assistive tech testing.

Bad vs. Good: Concrete Examples

Bad: Form Submits on Focus
```
<form action="/submit" method="post">
  <label for="name">Name:</label>
  <input id="name" type="text" onfocus="this.form.submit()">
</form>
```
Issue: The form submits as soon as the field gains focus—a clear violation.

Good: Form Submits Only on Activation
```
<form action="/submit" method="post">
  <label for="name">Name:</label>
  <input id="name" type="text">
  <button type="submit">Submit</button>
</form>
```
Fix: The form submits only when the user explicitly activates the button.

Bad: Navigation on Focus
```
<nav>
  <a href="/pricing" onfocus="window.location=this.href">Pricing</a>
</nav>
```
Good: Navigation Only on Activation
```
<nav>
  <a href="/pricing">Pricing</a>
</nav>
```
Tip: It’s fine to expand a menu on focus for discoverability, but don’t redirect until activation.

Good Example: Custom Control with Predictable Focus
```
<button aria-expanded="false" aria-controls="filters" id="filterToggle">
  Filters
</button>
<div id="filters" hidden>
  
</div>
```
This pattern ensures that nothing happens on focus. Activation (click, Enter, or Space) toggles the state, while ARIA reflects the change.

Frequently Asked Questions

What’s the primary goal of SC 3.2.1 On Focus?
To make sure that receiving focus doesn’t cause unexpected context changes. Users, not scripts, decide when to act.

Is onfocus always forbidden?
Not necessarily. You can use it for subtle cues like highlighting an element. Just don’t trigger navigation, submissions, or new windows.

Can focus ever be moved programmatically?
Yes—if it matches user expectations. For example, moving focus into a modal when it opens, or pointing to an inline error message after a failed form submission, are acceptable.

How should I handle dynamic components like tabs or accordions?
Stick to activation-based behavior. Use arrow keys to move between tabs, but only switch panels when a tab is activated, following WAI-ARIA Authoring Practices.

Build Predictable Experiences (and Trust)

At its core, SC 3.2.1 is about respect. Focus should never feel like a trap door. By preventing context changes on focus, you protect users from confusion, reduce errors, and make your interface feel stable and reliable.

Accessible design isn’t just about checking a box—it builds trust. Predictable interactions show users that their time and attention are valued, whether they’re navigating with a screen reader, a keyboard, or a mouse. And when people can move through your site without fear of surprises, they’re more likely to stay, engage, and return.

If you’re unsure whether your site meets this success criterion—or you’d like expert guidance on weaving accessibility into everyday development—schedule an ADA briefing with 216digital. We’ll review your patterns, coach your team, and help you create consistent, user-friendly experiences that people can rely on.
Greg McNeil

September 8, 2025

How-to Guides, Testing & Remediation

Accessibility, digital accessibility, How-to, keyboard accessibility, On Focus, Web Accessibility, web developers, web development, Website Accessibility
How to Create a Strong Web Accessibility Policy
A web accessibility policy is more than a document—it’s a framework that defines how your organization approaches inclusivity, compliance, and digital responsibility. Without one, accessibility efforts can become inconsistent, reactive, or misunderstood. With one, your team gains a roadmap that builds accountability, supports compliance with laws like the ADA and Section 508, and demonstrates a commitment to all users.

Think of your policy as both a shield and a compass. It protects your organization by showing good-faith effort to regulators, but it also guides your team toward continuous improvement.

Why Your Organization Needs a Policy

Accessibility policies matter for more than just legal defense. Internally, they bring clarity across departments—from IT to marketing to compliance—so everyone understands which standards to follow. They ensure accessibility isn’t dependent on one person’s expertise or limited to a single project cycle.

Externally, a policy builds trust. Customers, investors, and partners see that accessibility is part of your values, not an afterthought. And strategically, accessibility opens doors: people with disabilities and seniors represent nearly half a trillion dollars in disposable income. A policy is a first step toward serving that audience well.

Core Elements of a Strong Web Accessibility Policy

Purpose and Commitment

Begin with a statement of intent. This should be more than a generic declaration; it should connect accessibility to your organization’s mission. For example:

“Our organization is committed to ensuring digital accessibility for all users, including people with disabilities and seniors. We strive to meet or exceed recognized accessibility standards and continuously improve the user experience.”

This opening sets the tone by making accessibility a matter of principle, not just compliance.

Scope

A good web accessibility policy makes it clear what’s covered. Websites are obvious, but often overlooked are mobile apps, intranet systems, PDFs and digital documents, and even third-party platforms like payment processors or video players. By spelling out the scope, you avoid leaving accessibility responsibility in a gray area between departments.

Standards and Guidelines

Policies must be tied to recognized standards. Most organizations point to WCAG 2.1 or 2.2 at Level AA, which is the global baseline. In some cases, ATAG (Authoring Tool Accessibility Guidelines) and UAAG (User Agent Accessibility Guidelines) may also apply, especially if your team develops content management systems or provides custom controls. Referencing these standards prevents vague promises and gives your teams concrete goals.

Accountability

Accessibility only works when responsibilities are clear. Your web accessibility policy should describe who does what—leaders allocate resources, designers and developers build accessible systems, content creators ensure their materials are accessible, and quality assurance checks for compliance. Including procurement teams is especially important, since third-party vendors often introduce accessibility risks.

Testing and Monitoring

Accessibility is not something you achieve once and then check off the list. Your web accessibility policy should outline how accessibility will be tested and monitored over time. Automated scans are helpful but limited; manual testing with screen readers, keyboard navigation, and zooming provides a more accurate picture. Involving people with disabilities in testing is the gold standard. Regular audits—quarterly or annual—should be part of the plan, along with ongoing monitoring through services like a11y.Radar.

Training and Culture

Accessibility knowledge fades without reinforcement. A strong policy requires training for new employees during onboarding, refresher sessions for existing staff, and resources to keep accessibility visible in everyday work. This shifts accessibility from being the job of a few specialists to a shared organizational culture.

Feedback and Grievance Process

Your users need a way to tell you when something isn’t working. Policies should establish a clear feedback mechanism, such as a dedicated email or form, along with expected response times and escalation steps. Done well, this process builds credibility and helps you identify issues before they turn into legal complaints.

Review and Updates

Accessibility standards evolve, and your policy must evolve with them. Commit to reviewing it on a set schedule—at least once a year—and name the role or department responsible for updates. That way, your policy doesn’t quietly drift into irrelevance.

Internal Policy vs. Public Accessibility Statement

One point that’s often misunderstood is the difference between a web accessibility policy and an accessibility statement.

A policy is usually internal, designed to align your staff around roles, standards, and processes. A statement, on the other hand, is public-facing. It communicates your organization’s accessibility efforts, acknowledges areas that may not yet meet standards, and tells users how to get help.

Both are necessary. The internal policy keeps your team aligned, while the public statement demonstrates accountability and transparency to your users. The World Wide Web Consortium (W3C) recommends keeping the internal policy more detailed and technical, while making the statement concise, approachable, and easy to find on your website—often linked in the footer near your Privacy Policy.

Common Pitfalls

Many organizations stumble by making their policies too vague (“we aim to be accessible”) or too ambitious (“we guarantee full compliance at all times”). Others fail to address vendors or neglect to include a way for users to provide feedback. A strong policy balances realism with accountability and leaves no room for ambiguity.

Moving from Policy to Practice

A policy isn’t a box to check—it’s the start of an ongoing process. To put it into practice:
- Integrate accessibility into procurement so third-party tools don’t create barriers.
- Build accessibility into project lifecycles rather than tacking it on at the end.
- Track progress with measurable outcomes, such as reduced accessibility errors in audits.
- Share updates internally and externally to demonstrate that accessibility is a living priority.
Drafted. Signed. Now, Let’s Do This.

A web accessibility policy is more than paperwork. Done well, it declares your commitment, defines your scope, sets standards, assigns responsibility, and ensures accountability through testing, training, and review. By avoiding vague promises and grounding your policy in specific, actionable steps, you give your organization the confidence to serve all users fairly and consistently.

If you’re ready to move from intention to implementation—whether you’re just starting, mid-remediation, or refining a mature program—schedule an ADA briefing with 216digital. In one focused session, our experts will meet you where you are, assess your current posture, and outline a practical, prioritized path toward sustainable web accessibility.

Looking for a place to begin drafting your own policy?

Download our Sample Web Accessibility Policy Template to jumpstart your efforts and adapt it to your organization’s needs.
Greg McNeil

August 27, 2025

How-to Guides

accessibility policy, How-to, Web Accessibility, Website Accessibility
How to Implement Truly Accessible SVG Graphics
SVGs are everywhere—icons, logos, data visualizations, animated illustrations. They’re crisp on any screen, tiny in file size, and easy to style. But here’s the catch: an SVG is only as accessible as you make it. If you don’t give it a name, if you rely on color alone, or if you forget keyboard support, your “perfect” vector can become a roadblock.

This guide gives developers and designers practical steps to build accessible SVG graphics that meet WCAG, work with assistive tech, and still look great.

Understanding SVG Accessibility Fundamentals

SVG (Scalable Vector Graphics) is an XML-based format. Because it’s text-based, you can label it semantically, control it with CSS and JavaScript, and scale it cleanly for magnifiers and high-DPI displays. The benefit? You can transform a standard image into an accessible SVG that supports users with low vision, screen readers, or alternative input devices.

Why SVGs Can Be Great for Accessibility
- Scales cleanly: No blur when a user zooms to 200%+.
- Semantic hooks: You can add <title>, <desc>, and ARIA attributes.
- Keyboard-friendly: With the correct markup, interactive SVGs can be fully operable.
But none of that happens by default. You need to choose the correct pattern and add the right attributes. That’s how you turn a scalable vector into an accessible SVG.

Decorative vs. Informative SVGs: Know the Difference

Decorative SVGs

Remove these visual flourishes (background shapes, dividers) from the accessibility tree so screen readers don’t announce them.
```
<svg aria-hidden="true" focusable="false" width="200" height="50" viewBox="0 0 200 50">
  
</svg>
```
- aria-hidden= "true" hides it from assistive tech.
- focusable= "false" helps older browsers avoid focusing it.
Informative SVGs

These convey meaning (icons that label actions, logos that identify brands, charts that show data). They must have an accessible name and sometimes a longer description.

Common mistakes to avoid:
- No accessible name (the icon is silent to screen readers).
- Meaning conveyed by color only (fails WCAG 1.4.1).
- Interactive graphics that aren’t keyboard operable.
Choosing the Right Pattern: Inline vs. External

Inline SVG (Best for Control and Accessibility)

Inline SVG gives you full control: you can add <title>, <desc>, role, and tie everything together with aria-labelledby.

When to use it: Complex icons, logos with text equivalents, charts, or anything interactive.
```
<svg role="img" aria-labelledby="downloadTitle downloadDesc" viewBox="0 0 24 24">
  <title id="downloadTitle">Download</title>
  <desc id="downloadDesc">Arrow pointing into a tray indicating a download action</desc>
  
</svg>
```
Tip: aria-labelledby lets you explicitly control the accessible name. Screen readers will read the title and then the description when useful.

External SVG via <img src="...">

Use it for simple, non-interactive icons and reusable logos.
```
<img src="/icons/lock.svg" alt="Locked">
```
- Use meaningful alt text.
- If you need a long description (e.g., describing a complex chart), place that adjacent in the DOM and reference it in the surrounding text. You can also wrap the image in a <figure> with a <figcaption> for richer context.
Note: If you rely on <title>/<desc> inside the SVG file itself, those must be authored in the file, not the HTML. You can’t inject them from outside.

Best Practices for Accessible SVGs

Add Accessible Text
- Short label? Use <title> (or alt if using <img>).
- Extra context? Use <desc>, or point to adjacent text with aria-describedby.
```
<figure>
  <svg role="img" aria-labelledby="logoTitle" viewBox="0 0 100 24">
    <title id="logoTitle">Acme Tools logo</title>
    
  </svg>
  <figcaption class="sr-only">Acme Tools, established 1984</figcaption>
</figure>
```
A common pattern for longer descriptions is to reference hidden explanatory text:
```
<p id="chartLongDesc" class="sr-only">
  2025 sales by quarter: Q1 1.2M, Q2 1.5M, Q3 1.4M, Q4 1.8M—Q4 is highest.
</p>
<svg role="img" aria-labelledby="chartTitle" viewBox="0 0 600 400">
  <title id="chartTitle">2025 Sales by Quarter (Bar Chart)</title>
  
</svg>
```
Screen reader–only utility:
```
.sr-only {
  position:absolute !important;
  width:1px;height:1px;
  padding:0;margin:-1px;
  overflow:hidden;clip:rect(0,0,0,0);
  white-space:nowrap;border:0;
}
```
Contrast & Readability

Text inside SVGs follows WCAG text contrast:
- Normal text: 4.5:1 minimum
- Large text (18pt/24px regular or 14pt/18.66px bold): 3:1
- Non-text elements (lines, icons, bars): 3:1 (WCAG 1.4.11).
- Keep text readable at zoom levels users commonly use. Consider vector-effect= "non-scaling-stroke" if thin strokes get too thin when scaled.
Don’t Use Color Alone

Color-only encodings (e.g., red vs. green) aren’t enough. Add:
- Patterns or textures on bars/lines.
- Labels or icons with different shapes.
- Legends with clear text.
```
<pattern id="diagonalHatch" patternUnits="userSpaceOnUse" width="8" height="8">
  <path d="M0,8 l8,-8 M-2,2 l4,-4 M6,10 l4,-4" stroke="currentColor" stroke-width="1"/>
</pattern>
<rect x="10" y="10" width="50" height="200" fill="url(#diagonalHatch)"/>
```
Focus and Keyboard Navigation
- Non-interactive SVGs should not be focusable: tabindex= "-1" and/or focusable= "false".
- Interactive controls should use native HTML elements for the focus/keyboard model. Wrap the SVG in a <button> or <a> rather than adding click handlers to the <svg> itself.
```
<button type="button" aria-pressed="false">
  <svg aria-hidden="true" focusable="false" width="20" height="20">
    
  </svg>
  <span class="sr-only">Mute audio</span>
</button>
```
Provide visible focus styles for WCAG 2.4.7 (e.g., clear outline around the button).

Use ARIA Thoughtfully
- Favor semantics you already get from HTML (<button>, <a>, <figure>, <img>).
- When you do label an inline <svg> as an image, role= "img" plus an accessible name (via <title> or aria-labelledby) is usually enough.
- Avoid piling on roles like graphics-document unless you know the support landscape you’re targeting and have tested it. Over-ARIA can confuse screen readers.
Inherit Color Responsively

For icons that should match text color and adapt to themes, use currentColor:
```
<svg role="img" aria-labelledby="checkTitle" width="20" height="20">
  <title id="checkTitle">Success</title>
  <path d="..." fill="currentColor"/>
</svg>
```
Now your icon inherits color from CSS—great for dark mode.

Sprite Systems (<use>) and Symbols

When using a sprite:
```
<svg class="icon" role="img" aria-labelledby="searchTitle">
  <title id="searchTitle">Search</title>
  <use href="#icon-search"></use>
</svg>
```
Important: Don’t rely on titles inside <symbol>—screen readers often skip them when you reference them with <use>. Add the label at the point of use or wrap the icon in a labeled control.

Testing SVG Accessibility: Don’t Skip This Step

Quick Checklist
- Does the SVG have a clear, accessible name?
- Is extra context available via <desc> or aria-describedby if needed?
- Are decorative elements hidden?
- If interactive: Is it reachable by keyboard? Operable with Enter/Space?
- Is the tab order logical?
- Do text and key shapes meet contrast requirements?
- Do animations honor prefers-reduced-motion?
Tools & Methods
- Screen readers: VoiceOver (macOS/iOS), NVDA or JAWS (Windows), TalkBack (Android).
- Keyboard only: Tab, Shift+Tab, Enter, Space, Arrow keys.
- Zoom to 200% and 400% to check readability and hit target sizes.
Common Pitfalls (and Easy Fixes)

Using SVG as a CSS Background for Meaningful Content

Background images can’t have alt text. If it conveys meaning, embed it inline or with <img> and provide an accessible name.

Forgetting to Label Icons

A lock icon without a label is silent. Add <title> to the <svg> or use <img alt= "Locked">.

Overwriting Contrast With Themes

Dark mode CSS might drop your contrast below 3:1 for shapes or 4.5:1 for text—Re-test after theme changes.

Unlabeled Charts

A beautiful chart that’s unlabeled is unusable. Provide a title, a short summary, and a link or reference to the underlying data table.

Interactive SVG Shapes Without Semantics

Don’t attach click handlers to <path> or <g> and call it done. Wrap the icon in a <button> or <a> and use proper ARIA (e.g., aria-pressed) where appropriate.

Practical Patterns You Can Copy

Informative Standalone Icon (Inline SVG)
```
<svg role="img" aria-labelledby="infoTitle infoDesc" viewBox="0 0 24 24">
  <title id="infoTitle">Information</title>
  <desc id="infoDesc">Circle with a lowercase “i” inside</desc>
  
</svg>
```
Decorative Icon Inside a Button (Button Provides the Name)
```
<button type="button">
  <svg aria-hidden="true" focusable="false" width="20" height="20"></svg>
  Save
</button>
```
Chart With Long Description and Data Table
```
<figure>
  <p id="salesDesc" class="sr-only">
    Bar chart showing quarterly sales for 2025: Q1 1.2M, Q2 1.5M, Q3 1.4M, Q4 1.8M.
  </p>
  <svg role="img" aria-labelledby="salesTitle" viewBox="0 0 640 400">
    <title id="salesTitle">2025 Quarterly Sales</title>
    
  </svg>
  <figcaption>Summary of 2025 sales; see table below for details.</figcaption>
</figure>
<table>
  <caption class="sr-only">Detailed sales data for 2025</caption>
<thead><tr><th>Quarter</th><th>Sales</th></tr></thead>
  <tbody>
    <tr><td>Q1</td><td>$1.2M</td></tr>
    <tr><td>Q2</td><td>$1.5M</td></tr>
    <tr><td>Q3</td><td>$1.4M</td></tr>
    <tr><td>Q4</td><td>$1.8M</td></tr>
  </tbody>
</table>
```
Accessibility for Motion and States

If your SVGs animate, respect user preferences:
```
@media (prefers-reduced-motion: reduce) {
  svg .spin { animation: none; }
}
```
For toggles (like mute/unmute), update both the visual state (icon changes) and the accessible state (aria-pressed, live text updates).

Accessible Design is Intentional Design

Accessible SVGs aren’t just about tags and attributes—they’re about clear communication. When you provide an accessible name, avoid color-only meaning, ensure keyboard operation, and include descriptions where needed, you open your visuals to many more people—without sacrificing design or performance.

Start small and build the habit:
- Label every meaningful icon.
- Hide true decoration.
- Test with a screen reader and the keyboard.
- Re-check contrast after style changes.
Accessibility is a practice, not a checkbox. The pay-off is real: better UX, fewer support issues, and stronger compliance.

Need a Second Set of Eyes?

If you want help reviewing your site’s SVGs, charts, and icon systems, schedule an ADA briefing with 216digital. We’ll give you actionable feedback, prioritize fixes, and help you ship accessible SVG patterns that scale across your design system.
Greg McNeil

August 14, 2025

How-to Guides

Accessibility, accessible code, How-to, SVG, Web Accessibility, web developers, web development, Website Accessibility
Lost in Focus? Blame Keyboard Traps
You’ve probably been there. You build a custom modal or some fancy dropdown, tab into it to test, and suddenly you’re stuck. Focus won’t move. The Tab key feels broken, Shift+Tab does nothing, and Escape isn’t helping either. That’s not a bug in your laptop—it’s a keyboard trap.

And honestly? They’re way more common than we like to admit. WebAIM has been flagging them as one of the top accessibility failures for over a decade, and the problem hasn’t really improved. The thing is, you don’t need to be an accessibility specialist to fix them. You just need to understand how they occur, how the Web Accessibility Guidelines (WCAG) addresses them, and how to integrate prevention into your regular workflow. Let’s talk through it, developer to developer.

What Are Keyboard Traps?

A keyboard trap happens when focus moves into a component but can’t get back out using standard keyboard navigation. That usually means Tab and Shift+Tab stop working, Escape is ignored, and the user is stuck.

According to WCAG Success Criterion 2.1.2 (“No Keyboard Trap”), any element that takes focus must also provide a way to exit using only the keyboard. In other words: if your widget can grab focus, it must also let go of it.

For developers, this is more than a compliance checkmark. A trap breaks assumptions about how users move through a page. It disrupts assistive tech like screen readers and can fail QA instantly. Even if the rest of your site is clean, one trap in a modal or custom control can undo the entire user journey.

Who’s Affected (And Why You Should Care)

It’s easy to think of accessibility in the abstract, but keyboard traps create very real roadblocks:
- Motor-impaired users rely on the keyboard because a mouse isn’t practical.
- People with temporary injuries—a broken wrist, for example—may need keyboard-only navigation for weeks.
- Screen reader users follow focus to know where they are. If it never moves, the reader has nothing more to say.
- Developers themselves—many of us use the keyboard for speed. If you’ve ever hit Tab to check your own work and gotten stuck, you know how disruptive it feels.
Bottom line: if your component can trap you, it can trap someone who doesn’t have another option.

So where do these traps usually show up? More often than not, in the places where we customize behavior.

Where Keyboard Traps Hide

Traps aren’t usually intentional. They sneak in where custom code overrides native behavior. Here are the usual suspects:

Modals, Popovers, and Dialogs

A modal with div role="dialog" looks great until focus disappears inside. The fix is to intentionally loop focus only while the modal is open and let Escape close it:
```
function trapFocus(modalEl) {
  const focusable = modalEl.querySelectorAll(
    'a[href], button:not([disabled]), input, textarea, select, [tabindex]:not([tabindex="-1"])'
  );
  const first = focusable[0];
  const last = focusable[focusable.length - 1];
  modalEl.addEventListener("keydown", e => {
    if (e.key === "Tab") {
      // If Shift+Tab on first element, wrap back to last
      if (e.shiftKey && document.activeElement === first) {
        e.preventDefault();
        last.focus();
      }
      // If Tab on last element, wrap back to first
      else if (!e.shiftKey && document.activeElement === last) {
        e.preventDefault();
        first.focus();
      }
    } else if (e.key === "Escape") {
      // Allow users to close with Escape and return focus
      closeModal();
    }
  });
}
```
This follows WAI-ARIA practices: focus a meaningful element on open, loop safely, and return focus when closing.

Forms and Custom Inputs

Date pickers or masked inputs often intercept arrow keys, Enter, or Tab. Without an Escape handler, the user is locked. Keep event listeners scoped:
```
datePickerEl.addEventListener("keydown", e => {
  switch (e.key) {
    case "ArrowLeft": /* move date */ break;
    case "ArrowRight": /* move date */ break;
    case "Escape":
      // Escape should always close and release focus
      closeDatePicker();
      break;
    default:
      return; // Don’t block Tab or Shift+Tab
  }
});
```
Also keep aria-expanded updated so assistive tech knows when a picker is open or closed.

Media Players

Custom video players sometimes swallow every keydown. Space, arrows, and Tab all get blocked. That’s a recipe for keyboard traps. Instead:
```
playerEl.addEventListener("keydown", e => {
  if (e.key === " " || e.key.startsWith("Arrow")) {
    // Map keys to playback controls (play, pause, seek, etc.)
    e.stopPropagation(); // Stop event bubbling, but don’t block Tab
  }
  // Important: Don’t block Tab!
});
```
For YouTube iframes, use ?disablekb=1 to disable its shortcuts and implement your own accessible ones.

JavaScript-Enhanced Links

Sometimes developers add keydown handlers to links or buttons that override Tab. If you call preventDefault() on Tab, you’ve created a trap.

Rule of thumb: only intercept Space or Enter for activation. Let Tab do its job.

Testing for Keyboard Traps

Automation tools like WAVE or Lighthouse can catch some violations, but many traps slip through. Manual checks are essential:
- Start at the browser address bar.
- Press Tab repeatedly.
- Watch the focus ring. Does it keep moving or stall?
- Use Shift+Tab to go backward.
- Open components like modals, menus, or players. Try Escape. Does it close and return focus?
Build this into your QA flow. Think of it as a “keyboard-only smoke test.” It takes two minutes and can save your users hours of frustration.

Best Practices for Trap-Safe Code

To keep keyboard traps out of your codebase:
- Use native elements whenever possible—buttons, links, selects. They come with keyboard behavior for free.
- Follow ARIA Authoring Practices when building custom components. They define expected key behavior for dialogs, menus, and more.
- Centralize focus-trap utilities. Don’t reinvent it in every modal.
- Document the behavior. A hint like “Press Escape to close” in a dialog helps everyone.
- Add accessibility checks in your Storybook or Cypress tests. Press Tab in your stories. Does it cycle correctly?
A Safe Dropdown in Action

Here’s a minimal example of a dropdown that avoids keyboard traps:
```
<button id="dropdown-trigger" aria-expanded="false" aria-controls="dropdown-menu">
  Options
</button>
<ul id="dropdown-menu" role="menu" hidden>
  <li role="menuitem"><a href="#">Profile</a></li>
  <li role="menuitem"><a href="#">Settings</a></li>
  <li role="menuitem"><a href="#">Logout</a></li>
</ul>
```
With the right ARIA attributes and by leaving Tab behavior untouched, this dropdown stays safe and accessible.

Build Trap Prevention into Your Workflow

Don’t treat accessibility like a last-minute patch. Bake it into your process:
- Add “keyboard-only test” to your pull request checklist.
- Run axe-core or similar tools on staging builds.
- Train QA and PMs to check focus flows during reviews.
- Pair with design: ask early, “How would this work without a mouse?”
These habits don’t just prevent keyboard traps—they build a culture of inclusive development.

Focus on What Matters

Accessibility slips often come from the smallest details—like a single missing Escape handler or an overzealous preventDefault(). But those little choices ripple out into real-world barriers. The upside is, once you start looking for them, traps are one of the easiest things to fix—and the payoff is huge.

If you’re looking to strengthen your accessibility practices and reduce risk, 216digital offers ADA briefings tailored specifically for development teams. These sessions go beyond checklists—they walk through real code examples, explain how WCAG applies in day-to-day work, and give your team a clear roadmap for building components that won’t leave users stuck. It’s a chance to ask questions, get practical guidance, and bring accessibility into your workflow in a way that lasts.

Schedule an ADA briefing today and start building better, more inclusive code.
Greg McNeil

August 4, 2025

How-to Guides

Accessibility, How-to, keyboard accessibility, Keyboard Navigation, Keyboard traps, web developers, web development, Website Accessibility
UX in Mind: Your Simple Guide to Accessible Design
The success of any website or app really boils down to one thing: how it feels to use. If people can navigate your site easily, find what they’re looking for, and get things done without frustration, they’re far more likely to stick around—and come back. But when the experience is confusing, clunky, or leaves some users behind? That’s when you lose them.

At its core, good UX design is about making sure everyone can use your product—regardless of ability, device, or familiarity. The best experiences don’t just work for some; they work for all.

We’ve put together a practical checklist to help you design with accessibility in mind—covering visual, auditory, motor, and cognitive needs. And we’ll point you toward helpful tools and resources so you can keep learning, keep improving, and keep building digital experiences that truly welcome everyone.

The Fundamentals of Accessible UX

Accessibility is about designing for how people actually live and interact—not just for some perfect, idealized user. It’s about making space for the full range of human experiences, because that’s who’s showing up at your digital doorstep. And when you zoom out, the impact becomes clear: over 16% of the world’s population lives with a significant disability. When you keep that in mind from the start, the end result isn’t just more inclusive—it’s better for everyone.

And yes, the benefits are very real:
- You’ll reach more people
- Build stronger trust with your audience
- Lower your legal risks
- And create a smoother, more enjoyable experience across the board
But to get there, it helps to understand how accessibility and usability work together.

Accessibility vs. Usability

Accessibility and usability go hand in hand, but they aren’t quite the same thing. Accessibility means people can use your site—regardless of ability. Usability means they want to. It’s the difference between building a ramp and making sure the door is easy to open once you get there. When both are in place, you’re not just meeting a requirement—you’re delivering a great experience.

So how do you do that in practice?

In the sections ahead, we’ll walk through four key areas to focus on: visual, auditory, motor, and cognitive accessibility. Each one connects to the WCAG POUR principles—Perceivable, Operable, Understandable, and Robust—which are all about making digital content work well for as many people as possible, in as many ways as possible.

Visual Accessibility: Making Your Content Clear

When it comes to digital experiences, what people see—and how clearly they see it—matters. Strong accessible design means your content shows up well for everyone, no matter their vision or viewing environment. Whether someone’s using a screen reader, navigating with magnification tools, or just scrolling on their phone in the sun, your design choices can make a big difference.

Color and Contrast: Give Every Element a Voice

Color does a lot of heavy lifting in design, but it shouldn’t have to carry meaning on its own. Good contrast helps your content stand out and stay legible in all kinds of settings—from dark rooms to bright sidewalks. Use tools like WebAIM Contrast Checker to spot trouble areas before your users do.

Instead of just using red to show an error, pair it with an icon and a message that says what’s going on. That way, everyone—regardless of how they see color—gets the same info. And skip putting important text over photos or gradients. It might look nice, but it often makes things harder to read.

Try this: View your layout in grayscale. Can you still tell what’s what? If not, it’s time for a few tweaks.

Text and Typography: Keep It Clean and Comfortable

Fonts don’t just carry words—they carry the experience. Stick with simple, sans-serif fonts like Arial, Helvetica, or Open Sans. They’re easier to read and less likely to cause eye strain. Avoid fancy decorative fonts for body copy, and go with a minimum of 16px for body text. Line height should feel breathable—somewhere around 1.4 to 1.6x the font size—so your words don’t feel cramped.

And remember, people should be able to zoom in up to 200% without a loss of content. That’s not just a nice-to-have—it’s part of WCAG’s requirements.

Quick test: Zoom way in and try navigating with just a keyboard. Everything should still be readable, usable, and scroll in one direction.

Images and Media: Describe What Matters

Images aren’t just decoration—they carry meaning, emotion, and context. But that only works if everyone gets to experience them. That’s where alt text comes in. For each image, ask yourself: What is this doing here?

If it’s decorative, mark it with empty alt text (alt=""). If it’s showing something important—like a process, a chart, or an instruction—give it a short, clear description. And for complex visuals? Offer a more detailed breakdown nearby or link out to a longer description.

Heads up: Avoid embedding key text inside images. If you have to, make sure that the same info is also available as live text on the page.

Links and Structure: Build a Clear Path

“Click here” doesn’t cut it anymore. Link text should be clear and specific—like “Download the full pricing guide” or “View shipping options.” This gives screen reader users meaningful context and helps anyone scanning your page understand exactly where a link will take them.

But clarity isn’t just about links—it’s about how the entire page is structured.

Use semantic headings (H1 to H6) to create a strong, logical outline. That helps screen reader users and keyboard navigators alike. And if you want to go a step further, use ARIA landmarks (like role= "main" or role= "navigation") to give even more structure to your layout.

Try this: Tab through your site or listen to it with a screen reader. If the page sounds confusing out loud, it probably reads that way too.

Auditory Accessibility: Sound That Speaks to Everyone

Audio can bring depth to your content—but only if it’s accessible. Make sure all multimedia includes captions or transcripts. This isn’t just about supporting users who are d/Deaf or hard of hearing—it’s about meeting people where they are: whether they’re in a crowded café, a quiet office, or scrolling with the sound off.

Captions should be accurate, well-timed, and include important background sounds like [music] or [laughter] when they add meaning. Bonus points if you also let users control playback speed, jump to specific moments, or pause when needed.

Skip the surprise: Don’t autoplay audio or video. And if it starts automatically, make sure there’s an easy-to-find pause or mute button.

If your design relies on voice commands, always offer another way to engage—like buttons, text input, or keyboard shortcuts. Voice should be an option, not a barrier.

Motor Accessibility: Let Everyone Navigate Their Way

Not everyone uses a mouse. For some users, navigating your site with a keyboard—or assistive tools like switch controls—is their primary method. That’s why motor accessibility is so important.

Your site should be fully usable with just a keyboard. That means:
- A logical tab order that follows the flow of the page
- Visible focus styles that clearly show where the user is
- Accessible modals that keep focus inside until they’re closed
- A skip link to let users jump past repeated content
Touch targets need to be big enough—at least 44px by 44px—and spaced well so people don’t hit the wrong button by accident. And don’t rely on hover-only tooltips. Make sure the same info shows up when elements get keyboard focus or a tap.

Test it out: Try using your site with only the keyboard. You’ll quickly spot any dead ends or frustrating traps.

Cognitive Accessibility: Make It Clear, Make It Work

Cognitive accessibility is about reducing mental strain. It’s for users who may be neurodivergent, have memory or learning differences, or just want a simpler, calmer experience (which, honestly, is all of us sometimes).

Consistency is key. Stick with familiar UI patterns and avoid switching up layouts too often. Too many options on one page? That can be overwhelming. Break things down. Keep it focused.

Tips that go a long way:
- Use plain, conversational language
- Break content into bite-size chunks
- Add helper text or examples near form fields
- Use bullet points and clear headers to help users scan
Avoid flashy carousels, blinking elements, or countdown timers that can’t be paused. If a timer is necessary—say for a session timeout—give users a heads-up and a way to extend their time.

Pro move: Offer a simplified or “reading mode” view for content-heavy pages. It can make a big difference in comprehension and comfort. These types of accessible design choices often benefit all users, not just those with cognitive disabilities.

Accessible Design Checklist

Keep this quick-reference checklist close at hand:

▪ Strong color contrast (4.5:1 minimum)

▪ No reliance on color alone for important information

▪ Legible, scalable fonts and adequate spacing

▪ Descriptive alt text for images

▪ Clear, descriptive link text

▪ Proper heading structure (H1–H6)

▪ Keyboard navigable with logical tab order

▪ Captions and transcripts for all multimedia

▪ Accessible media playback controls

▪ Large, spaced interactive elements

▪ Consistent layout and navigation

▪ Plain language instructions

▪ Flexible time limits for tasks and forms

Accessible Design Never Clocks Out

You’re already doing the work—asking better questions, designing more thoughtfully, and looking at your site through more than one lens. That’s what leads to lasting change.

There’s no final destination when it comes to accessible design. But every shift in your design process—every adjustment, every decision made with someone else’s experience in mind—moves the web in the right direction.

And if you ever want backup or a fresh set of eyes, 216digital is here to help. We offer accessibility briefings to give you clarity, confidence, and a plan to move forward.
Greg McNeil

July 24, 2025

How-to Guides

Accessibility, Accessible Design, Graphic Designer, How-to, inclusive desgin, UX, WCAG, Web Accessibility, Web Accessible Design

What Makes a Product Media Accessible

1. Clear and Descriptive Alt Text

When Product Media Need Alt Text (and When They Don’t)

Redundant Product Views

Does Your Image Need Alt Text?

Writing Effective Alt Text

2. Optimizing Product Media Formats for Accessibility

3. Avoiding Text Embedded Within Images

4. Maintaining Visual Clarity and Contrast

5. Labeling Interactive Product Media

Testing Tools and Workflow Integration

Product Media That Speaks to Every Shopper

When Hiding Breaks Accessibility

A Modern, Reliable Pattern for Visually Hidden Content

Making Focusable Elements Work for Everyone

Visually Hidden or ARIA? Understanding the Difference

Writing Hidden Text That Adds Value

Testing What You Can’t See

From Utility to System

The Invisible Work That Shapes Experience

Accessibility: An Ethical Imperative and a Business Advantage

Where to Start: Building an Accessible Holiday Marketing Framework

Step 1: Define What Success Looks Like

Step 2: Reduce Friction in the Core Shopping Flows

Product Discovery

Product Pages

Checkout

Step 3: Design an Accessible Holiday Marketing Campaign

Color, Contrast, and Motion

Email Accessibility Best Practices

Video and Social Content

Step 4: Test Early and Often

Automated Checks

Manual Spot Checks

Pre-Launch Governance

Step 5: Expand Accessibility Across the Journey

Landing Pages and Paid Ads

Retention and Loyalty

Step 6: Equip Customer Support to Handle Accessibility

Step 7: Measure, Learn, Improve

Quick-Start Accessible Holiday MarketingChecklist

This Week

This Month

Before Code Freeze

From Cart to Claus: Keeping Every Shopper Included

Plain Language Is the Heart of Accessible Web Content

Make Your Page Easy to Scan—By People and Tools

Links and Images That Strengthen Accessible Web Content

Effective Alt Text

Accessible Audio and Video for Every Situation

Guidance That Doesn’t Assume Vision or Memory

Formatting That Keeps Accessible Web Content Readable

Why These Techniques Matter

Ensure Your Words Work—Not Just Look Right

Accessible Content Is Good Content—Let’s Get You There

When School Technology Leaves Learners Behind

What Digital Accessibility Looks Like in a School Context

The Power of Accessibility Audits for Schools

VPATs and ACRs: What Procurement Really Needs

Why Audits and VPATs Are Stronger Together (in Education)

Build Digital Accessibility Into the School Year (Without Adding Endless Meetings)

1) Start With High-impact Fixes

2) Equip Every Role.

3) Bake Testing Into Releases

4) Treat PDFs and Slides as Instructions, Not Attachments

5) Monitor and Iterate

Why This Matters for Teaching and Learning

A Long-Term Strategy for Inclusive Schools

Understanding Success Criterion 3.2.1 – On Focus

Why On Focus Matters

Common Pitfalls (and Why They Break On Focus)

How to Achieve Compliance (and Design a Better Experience)

Testing Strategies for On Focus

Manual testing

Assistive Technology Testing

Automated Checks

Bad vs. Good: Concrete Examples

Bad: Form Submits on Focus

Good: Form Submits Only on Activation

Bad: Navigation on Focus

External SVG via `<img src="...">`

Sprite Systems (`<use>`) and Symbols