As a business, promoting and advertising goods and services is crucial to growth and development. Print, video, and audio media are all tools for advertising, promotion, and sales. In the age of the Internet, social media, and digital lifestyles, lots of traditional content has moved to a digital format. Though this increases the reach of messaging and connections, it also introduces new accessibility challenges.
Several accessibility aids have emerged during the digital age, from screen readers that read text aloud, to video subtitles. When producing digital content, it is crucial to ensure that it is not only ADA-compliant but accessible beyond the basic requirements. Adjustments and aids for the Deaf and hard of hearing are more commonplace, as providing subtitles is usually straightforward. However, persons with hearing disabilities are not the only ones using your websites and media, and you must ensure that your content is accessible to as many customers as possible. Visual impairments are common, so how do you ensure your material is accessible to users who have them?
Visual accessibility for videos: video descriptions
The most common way to improve visual accessibility in videos is to provide descriptive audio, frequently referred to as "video description" or "audio description." The American Foundation for the Blind describes video descriptions as “short verbal descriptions of action or key visual scenes in a program, such as the setting, costumes, and facial expressions.” Without these descriptions, people with visual impairments or disabilities will only hear the dialogue, which does not provide the additional context offered by facial expressions or actions and can take away from their experience.
When incorporating video descriptions, the video must have sufficient pauses to provide time for the description to play. If the descriptions and video overlap, it can defeat the purpose of even incorporating this accessibility feature. It’s difficult to concentrate on multiple voices delivering different information, and failing to account for this creates another barrier to full accessibility.
There are simple guidelines to follow when writing scripts for video descriptions. First, the script should include the names of characters and speakers, descriptions of their appearances, actions, expressions, and body language, details about the scene and setting, and any other important details about movement or events on screen.
For example, “The main speaker is Jennifer. She is a white woman with short brown hair and blue eyes. She is wearing a black pantsuit with a white shirt. She is unhappy and frowning at the secondary speaker, Anthony. Anthony is a bald black man with a black mustache and brown eyes. He is wearing jean shorts, yellow flip-flops, and a Hawaiian print shirt. He is also unhappy. Both speakers appear angry with each other. They are in an office with cubicles around them. They are glaring at each other with arms crossed.”
If there is not enough time in the natural pauses between dialogue to describe everything, prioritize what you can fit in the time, adding more as necessary so long as it does not distract from the flow of the scene. Decide what is crucial to your video and include those details first. Ensure your descriptions are clear and concise and that your tone is neutral and free from bias. Do not use technical terms that require further explanation not provided in the existing audio or use the phrase “we see” in your script.
Visual accessibility for general content: screen reading
Screen readers are tools that read text on websites, social media, e-books, online articles, and other digital content aloud. There are various apps that a person with visual disabilities may install and use for screen reading. Making content as screen reader friendly as possible will help ensure they have a better experience.
People with vision impairments usually enable a setting on their device to activate screen reading. The screen reader will read aloud whatever is on their screen, and most allow some degree of voice control for navigating content. But when websites have pop-ups, overlays, or other unnecessary elements, the screen reading can be disrupted and provide inaccurate, incomplete, or imperfect descriptions. Consider this when formatting digital content to help reduce screen reader errors.
Some simple guidelines include the following:
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Add alt-text to images and video to provide context.
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Use a linear layout to provide a straightforward experience and reduce confusion.
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Don't use images of text, as screen readers can't read text embedded in an image.
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Don’t force mouse or touchscreen use by hiding content in dropdown menus or other elements.
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Avoid spreading content all over the page, which can confuse screen readers and users.
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Don’t use vague or uninformative headings that don't add anything to the content.
Conclusion
Keeping your content clear and straightforward ensures that people with visual disabilities enjoy the same level of engagement as those without. Take these steps to ensure equitable access and reduce frustration, whether your content is audio, visual, or written. Providing the foundation for accessibility reduces the burden on those with visual impairments and allows free access to your content.
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