By Kevin George
At least 2.2 billion people are suffering from visual impairment or blindness. However, with the medical and technological advancements, they have been able to use computers, tablets, and smartphones. Adaptive technologies like screen readers, magnifiers, eye-tracking, joysticks, and sip-and-puff technology have made it even more accessible for the visually challenged individuals to consume digital content.
When it comes to emails, email designers should consider visual impairment while developing the emails. Whether it is the email copy, font size, font color, or visual elements, it should be easily understandable by each and every subscriber.
That said, let’s delve deeper into how to design emails for visually impaired subscribers.
1. Email Copy
Your copy should be divided into easily digestible sections with the help of headings so that your email becomes more readable for all the subscribers including the ones who are accessing your email with the help of a screen reader.
Use Flesch-Kincaid Reading Ease test in Microsoft to know your email’s readability score.
- 90-100: Easily understood by child of 11 years
- 60-70: Easy to understand by 13-15 years old teens
- 30-50: Easy to understand by college students
- 0-30: Understood by college graduates
Simple language will let you have a higher score in the test.
Take a look at this email by Duolingo that scores 69 in the Flesch-Kincaid Reading ease test which is easy to understand by teens aged 13-15 years.
Notice the concise email copy, plenty of white space, and contrasting CTAs.
2. Email Formatting
Have sufficient paragraph spacing to let the email recipient differentiate between two paragraphs. Keep every line of text to 60-70 characters and keep it left aligned. It is recommended to group related content together and separate it with the help of typographic margins and enough white space. Place the most important message at the top to set the right visual hierarchy. This will make sure that the subscribers with neurological or cognitive disability can discern the message properly.
Design your emails such that the content does not get repositioned when CSS is used. Web Accessibility Toolbar or the WAI HTML Table Linearizer are the tools that can help you check the reading order of your email. Make sure the subscriber can easily read it from top to bottom.
3. Usage of Font Typeface
Refrain from using too decorative or light-weight typefaces that your subscriber may find too difficult to read. Use Serif or Sans Serif fonts that render well on every email client and device and are easily accessible for all. Choose the minimum readable font size for your email copy. If the font family has a large x-height, 14px is recommended as the minimum font size while if a font-family has a standard x-height like Arial, 16px should be used. Your line-height should be 1.5 times the size of the font. If your font size is 14px, line-height should be 21px.
4. Colors used in the email
It is important for email marketers to use the right color for subscribers with light sensitivity and migraines. Backlit screens can cause migraines leading to eye strain if they have bright blue and red saturated …read more
Read more here:: B2CMarketingInsider