Digital media is one of the most reliable sources of information for people with disabilities, and it is usually focused on people with hearing or sight impairments. But, very little attention is given to people with autism, dyspraxia, dyslexia, ADHD etc. So, effective marketing including neurodivergent is futuristic and much-needed.
Currently, digital marketing strategies are focusing on making their campaigns more inclusive for their divergent customer base. So, companies providing digital marketing services in Kolkata who are looking for strategies to include neurodivergent customers are undoubtedly a smart approach.
A few of the strategies for making marketing inclusive for neurodivergent customers include –
For making your content easily understandable, create content by keeping pointers straight to the point and do not beat around the bush. Also, you can write in the active voice or avoid using the passive voice as much as possible. Also, break your paragraphs into smaller chunks to make them more readable.
Furthermore, you can avoid hypothetical concepts and abstruse statements as this might confuse the reader. Only provide information that is absolutely necessary. Also, try not using words or phrases that have 2 different meanings, and try to figure out a more simple synonym.
Considering neurodivergent individuals in the digital marketing strategy is a much-needed one as we have already entered into a more inclusive society.
So, before developing content for a more–inclusive audience, it is important to learn in and out about it. Also, consider educating yourself to know about the difficulties and implement them in your content.
People with neurological problems might prefer content in multiple forms. For instance, you can offer audio with transcripts or upload a video for the same with subtitles.
Furthermore, you can also add practical descriptions and prompts that will pop when the pointer hovers over an icon, to make it easy for individuals to navigate through the website.
Neurotypical persons are those who perceive the world in a different way than clinically normal persons. This means that some design components, such as functionality, colours, layouts, graphics, or text, might not make sense to a user who is neurodivergent.
For instance, too-bright or too-contrasting colours can be difficult for many neurodivergent users to comprehend or absorb.
Therefore, it’s vital to use subdued colours that blend well when building your website rather than displaying too much contrast as this might be off-putting. In this regard, you can think about pastel shades or one colour on a plain white background. Also, make sure you utilise a maximum of three colours consistently.
Call to Action is pretty common that prompts users to perform certain tasks. However, creating a short and crisp CTA might not work for individuals with neurological disability. Hence, it will be best to create a descriptive CTA which will make the website more inclusive.
Similar to the website content, you can use graphics and imagery for easy understanding. In this regard, it is best to use imagery that is clear for a lucid presentation of ideas.
Also, as mentioned above you can use some pastel colours to make it more presentable. Most importantly, choose imagery with two to three focal points and it will be best to support writings with a graphic.
Companies providing digital marketing services in Kolkata like BUSFAM are now aware of content that is more inclusive and creates websites that are for customers of all kinds. This is important because creating content for a diverse audience can accelerate business and might increase brand awareness and trust.