Accessible Content and Graphic Design Through a DEI Lens

By Kim Pipkin, Black Kite Consulting

Over the course of my career I’ve written, produced, and delivered hundreds of proposals.  I’m here today confessing to spelling errors, using ugly graphics, and being part of a couple of proposal dumpster fires. Retrospectively, I’ve learned a lot and am proud of the successes along my professional journey. However, as I’ve delved into Diversity, Equity, and Inclusion (DEI) studies, I want to self-own how often I’ve missed the boat on one of the most important elements and overlooked aspects of creating marketing materials: using accessible, inclusive content and graphics that meet the needs of a client.  This revelation makes me wonder how many proposal failures may have been because I didn’t look at things through a DEI lens. It also begs the question… what is your responsibility as an A/E/C marketer to establish accessible content and design best practices towards this effort?

It’s not news that existing employees and prospective candidates are asking how A/E/C firms are meeting DEI objectives.  The same questions are being asked of investors and shareholders of Fortune 500 companies. Demonstrating a pledge to DEI tends to fall under the umbrella of Corporate Social Responsibility (CSR) and helps companies become aware of the impact they have on society. Macy’s, for example, sets diversity objectives for outside consultants and vendors they hire. In 2020, Macy’s purchased $457 million of goods and services from underrepresented businesses in both retail and non-retail.  

Perhaps you’re asking what corporate responsibility has to do with A/E/C marketing and accessibility graphics?  When planning for a proposal we must comply with the RFP criteria—perhaps that client is Macy’s. Try as we might, figuring out who will review the submittals or who is on the selection panel can be elusive. Most of the time we don’t have a clue. Sometimes not knowing everything about a client is a good thing, but simple research can reveal dominant buying motives. Have you looked at Macy’s mission statement or recent media posts? Did it occur to your firm principals that the regional Director of DEI or in-house counsel for Macy’s might do the initial scan of proposals to see if what you’re selling meets their company DEI objectives? Clients like Macy’s probably have a proposal elimination process to make their lives easier. If you realize that Macy’s values accessibility, don’t ignore this fact—figure out a way to incorporate it into your messaging.  Marketers, voice your opinion and craft your proposal through a DEI lens. 

Creating content, proposal graphics, and layout for accessibility and inclusion ideally happens when a proposal team first meets to discuss the execution plan. The following are some ideas to help your proposal stand out from the competition:

• Signal your firm’s commitment to DEI by creating a value statement. A simple 3 to 5 sentence lets clients, staff, and colleagues know your intentions. Remember this is about being prepared and is not a gimmick. You need to back this up. If you can’t, leave it out.
  
  
• Corporate colors are standards that reinforce your company’s brand, but maybe they don’t work in printed materials or for your audience. Pay attention to the colors you use in proposals or presentations as they play an important part in design as well as conveying certain key ideas. Contrasting colors are often overlooked, especially on websites resulting in accessibility challenges. It may be difficult for those with impaired vision to read your copy, for example, if your text has low contrast. Consider differences in font style, size, and weight.  If your proposal content isn’t understandable and a client gets annoyed because they can’t read the copy, you probably aren’t making the shortlist.
  
  
• It’s easiest to make a document accessible when you first create it. Whether in word or a PDF, use headings and identify document language where necessary. Embed hyperlinks for further explanation and please don’t forget to add text to all images.
  
  
• There are several sources available where you can learn about accessible graphic design and content using industry standard Adobe InDesign software. There’s even a link to a conference on design and accessibility. See below.
  
  

https://helpx.adobe.com/indesign/using/creating-accessible-pdfs.htmlhttps://www.designmantic.com/blog/accessible-design-guide-2021/

https://creativepro.com/design-accessibility-summit/?utm_campaign=da11y&utm_medium=cpc-search&utm_source=google&keyword=indesign%20accessibility%20training&campaignid=14650475675&gclid=EAIaIQobChMIv5_YqcOZ9AIVxBitBh24kQjQEAMYAiAAEgKUhfD_BwE

In summary, sometime marketers are charged with putting together proposals without understanding the audience. Grinding to meet constant deadlines may mean there is no opportunity to provide important input. It is not intentional that a proposal or presentation is designed to exclude users; it’s simply that “we don’t know what we don’t know.” Creating tangible change in your marketing efforts from a DEI lens is worth advocating for and is your responsibility; you’ll be a better human for it. It turns out that there is a lot to know when it comes to accessible content and graphic design.  Fellow marketing colleagues, answer the call to make it into the Win column. 

Kim Pipkin is the SMPS SFBAC Chapter Advisor For Diversity & Inclusion.