How to Make Your Brand Accessible and Inclusive Without Losing Style

Your brand might look amazing, but if people can’t read your copy or feel excluded by your visuals, your hard work won’t have the impact it should. 

I often work with female-led, values-driven businesses and being accessible and inclusive matters to them. They are change makers, people with a vision who want to show that they are welcoming, inclusive and stand for something. 

This means their brand visuals should portray this and they definitely shouldn’t exclude groups of people because their brand is not accessible. 

In this blog post I will offer you some practical tips for making your brand inclusive and accessible without losing personality, style or impact.

What Is Brand Accessibility?

Brand accessibility is all about being intentional that everyone can engage with your brand, no matter their abilities, background or how they experience the world. Don’t think this is just a “nice to have” or a trend. It’s caring about creating a brand that’s inclusive, welcoming, and usable for everyone.

It isn’t about you writing and talking about accessibility, it goes beyond that. Accessibility touches every part of your brand. From the colours you choose, to the fonts you use and how you use them, to the images and illustrations you share. When you do this thoughtfully, accessible branding helps your audience feel seen, understood, and valued and that’s especially important for female founders building people-first, values-led businesses.

Accessible branding isn’t limiting. Quite the opposite actually, it’s strategic, smart, and full of personality. It ensures that your hard work in building a bold, memorable brand actually reaches the people you want to connect with, without anyone being unintentionally excluded.

By thinking about accessibility from the start, you’re not just designing a brand that looks good. You’re designing a brand that works for real people, in the real world and that’s where you’ll make the biggest impact.

Colour Choices That Work for Everyone

Have you ever looked at a website and had to squint to read the text? Or felt like the page was dancing in front of your eyes? Poor colour choice is most likely the reason why.

I’m all for bright, bold colours, but without enough contrast, your message won’t reach your audience.

Here’s how to make sure your colour choices are accessible:

Colour contrast is all about how different two colours are. Often, it’s about light versus dark, but hue contrast (differences in colour shade) matters too. Depending on where the colours sit on the colour wheel, they can be complementary (opposites) or analogous (next to each other).

For example, if you pick teal, the colour opposite it on the wheel is a red-orange -this pairing has strong contrast. A bright teal with a more muted dark red-orange can form the start of a great accessible palette.

What if you prefer an analogous palette? You can still get enough contrast - you just need to include enough dark, light, and vibrant variations of your colours so that they layer well and remain legible.

How do I know if there is enough contrast? 

The Web Content Accessibility Guidelines (WCAG) recommend:

• Minimum contrast (AA): 4.5:1 for normal text, 3:1 for large or bold text (18pt+).

• Enhanced contrast (AAA): 7:1 for normal text, 4.5:1 for large text.

  
  

There are great free tools like WebAIM Contrast Checker or Coolors.co contrast checker to help you test your palette.

Once you know your ratios, make yourself a handy chart so you can see which colour combinations are safe to use.

high-contrast

low-contrast

Consider colourblind-friendly palettes too.The most common form of colour blindness is red-blindness, so it’s best to avoid red/green pairings. If you need to use them, adjust brightness or hue. Other safe combinations include blue/red or blue/orange.

Quick note: accessibility doesn’t mean you have to give up bright, bold, or vibrant colours - you can absolutely have personality while keeping your brand usable.

Fonts & Typography for Readability

If you’ve read my blog post about typography, you’ll know I love fonts with personality.

But every font you choose still needs to be easy to read. A beautiful, funky font won’t matter if people have to work too hard to decipher your message.

If it’s too tricky, they’ll move on - probably to your competitor with the “boring” font.

So how do you make your fonts expressive without scaring off potential clients?

• Stick to 2–3 fonts max. For variety, you can use bold or italic variations for subheadings. Fewer fonts also help you stay consistent, which builds trust.

  
  

• Choose fonts with good spacing and clarity for body text. This ensures your content is easy on the eyes, even in long paragraphs.

  
  

• Use decorative fonts sparingly. Reserve them for display or “shout-out” text - avoid them for long-form content.

  
  

• Keep headings clear and consistent. This helps guide the reader and reinforces your visual hierarchy.

My favourite free font resources: Google Fonts, Fontpair, and FontSpace.

Images, Icons, and Illustrations

When it comes to brand visuals, representation matters just as much as readability. The people and scenes you show in your images and illustrations send a message about who belongs in your brand world - often before anyone even reads a single word.

Inclusive visuals give you the chance to do things differently and show a more authentic, diverse, and relatable view of the world.

Here’s how to make your images accessible and inclusive:

• Show real people and real life. Whether you’re using illustrations or photos, aim for everyday moments, not overly polished or “idealised” stock imagery.

• Celebrate diversity. Include a mix of skin tones, body shapes, abilities, and family structures. This reflects the real world and makes your brand feel welcoming.

• Avoid exclusion. Be intentional that no one is left out or misrepresented. Steer clear of stereotypes or visuals that reinforce assumptions about who your audience is.

Quick example: In my published illustration, I depicted a wintery walk between two friends, one using a walking aid. I intentionally included different skin tones, body types, and kept the figures gender-neutral. The goal was to show a natural, happy moment - not a staged or struggle-focused scene.

This kind of illustration demonstrates how accessible and inclusive design can feel both authentic and uplifting. Even small visual choices like this can shift how your brand feels and who feels welcome in your space.

Layout & Structure for Clarity

Accessibility isn’t just about colours, fonts, or images, it’s also about how your content is structured. A clear, easy-to-navigate layout makes your brand approachable and ensures everyone can engage with your message.

Here are some simple tips to make your layout accessible:

• Use plenty of white space. Giving your text and visuals room to breathe reduces visual clutter and makes it easier for people to focus.

• Create a consistent hierarchy. Use headings, subheadings, and bullet points so readers can quickly scan and find the information they need.

• Make interactive elements obvious. Buttons, links, and calls-to-action should stand out visually and be easy to click or tap.

• Keep layouts predictable. Consistent placement of menus, logos, and content sections helps people navigate your brand without confusion.

A thoughtful layout doesn’t have to be boring, it just makes your content more approachable, clear, and usable for everyone.

Accessibility Doesn’t Mean Boring

Accessible branding isn’t about playing it safe or stripping back your style. In fact, it can be just the opposite. Thoughtful design choices can make your brand feel bold, playful, and full of personality while still being inclusive.

Here’s how to keep your brand vibrant without compromising accessibility:

• Experiment with colour. Bright, bold palettes can work — just make sure there’s enough contrast for readability.

• Play with typography. Fonts can be fun and expressive as long as they’re easy to read and used consistently.

• Use illustrations intentionally. Include diverse, relatable visuals that tell your brand story and make everyone feel welcome.

Accessible design is a creative challenge, not a limitation. When done right, it makes your brand feel thoughtful, intentional, and truly reflective of the people you want to reach.

Conclusion

Making your brand accessible isn’t just about rules, it’s about connection.

Accessible branding reaches more people, makes your business feel welcoming, and strengthens the impact of everything you create.

If you’re ready to make your brand inclusive and accessible, without losing personality or style, let’s chat about how bespoke illustrations, smart typography, and thoughtful design can help.

Or have a look at my Services here.