1. Use live text, which allows screen readers and voice assistants to read your text. It also lets people easily adjust the type size on their screen. Graphical text embedded in an image is much less user-friendly.
2. Use legible text. A font size of 14-18 point type is a good baseline, with headlines and subhead styles needing to be considerably more prominent.
3. Use alt text for images within your website, email, social and other digital campaigns to provide a plain text alternative to non-text content when images are turned off or if viewers use screen readers. If you have graphics containing offer text, use alt text to replicate the offer. Images used to set a mood, however, don’t need descriptive alt text.
4. Have a high color contrast for text. Black text on a white background is the easiest to read. It also adapts the best to dark mode. Be particularly wary of overlaying text on an image with lots of color variations. Use a contrast checker if you’re unsure.
5. Use calls-to-action that stand out by separating CTAs from surrounding text. Use bulletproof buttons instead of graphical buttons. And to make a text link CTA stand out, use color, bold, and/or underline, and consider including an arrow at the end of it.
6. Use captions on your videos. Replicate all dialogue — and perhaps key sound effects — with text captions. Also use captions for animated gifs, especially those that are providing snippets from videos.
7. Use small content blocks. Fewer words and fewer paragraphs are better.
8. Space out your text and content blocks. Characters that are too close together can be challenging to read. Similarly, lines of text that are too long or not spaced far enough apart can be difficult to take in.
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