Accessible by default
As digital communication channels continue to grow and many people rely on assistive technology, accessibility is a crucial element to ensure everyone can access digital communications.
In October 2023, ‘Project Spark!’ winners from the Met Office pitched an ambition for government communications to be ‘Accessible by default.’ Since then, the ‘Project Spark!’ team has been making their ideas a reality through the Government Communication Service (GCS) Innovation Lab, by launching a campaign focused on tips for creating accessible digital and social media communications.
The team has collaborated with GCS members to identify barriers to developing accessible communications. They have tested their communications at each phase with diverse audiences, including those with lived experience of disability, to ensure campaign messages meet the needs of GCS communicators.
The team has also developed resources to share with colleagues, raising awareness on the importance of accessible communications and the daily challenges people with disabilities encounter online.
1 in 4 of people in the UK (24%) are disabled and may face digital barriers. Let’s create a more inclusive online world, for everyone.
Resources
These resources have been designed to be downloaded and distributed among colleagues working in Strategic Communications, specifically digital and social media content teams. The resources can be shared digitally and displayed as posters in offices for colleagues to easily refer to.
These resources include information on:
- Alt text – Alternative text (alt text) is a textual description of an image, photograph or other visual content for blind or partially-sighted people who use screen reading software.
- Captioning and transcripts – Captions are a text version of the spoken part of audio-visual content. They will help people who are hard of hearing and those who have learning difficulties. Closed captions allow the user to switch on or off, open captions are part of the content itself.
- Colour contrast – People with visual impairments prefer to read text that stands out strongly against a background on screen, or paper. You can achieve this by using good contrast between text and background colour.
- Use of emojis – Emojis can be a useful tool to engage younger audiences on social media. But it is important that they are used carefully and sparingly. Every icon has its own description. Every description is unique and many even vary depending on the platform, browser or device that an emoji is being viewed on.
- Use of hashtags – You should make sure your hashtags are accessible to those with visual and cognitive impairments and those who have dyslexia. Hashtags can be misread and screen readers will read out the hashtag as one word if they are not formatted correctly. You must make sure each word in multi-word hashtags is discernible for those with visual impairments who use assistive technology. Lowercase and uppercase letters help a screen reader identify separate words, allowing it to pronounce hashtags correctly. This is one of the easiest accessibility best practices to incorporate into your content. Properly formatted hashtags are normally easier for everyone to read, no matter the status of their vision.
- British Sign Language (BSL) – There are around 150,000 BSL users in the United Kingdom, over half of whom are deaf. There is no statutory requirement for all government communications to be translated into BSL. But, all government departments are expected to continuously improve their provision of BSL.
- Simple language – Writing in plain language helps your audience understand your content more quickly, and is easier for someone with a cognitive disability to understand. Clear writing can make content easier to understand, especially by those less familiar with the topic, people who are not fluent in the language, and people with low literacy.
Additional resources
The resources include an email signature and Microsoft Teams background. Please check your departmental policy on promotion of campaign content before using these.
HTML text versions available
The resources on this page are available as PDFs, which are ideal for printing and downloading. To ensure maximum accessibility, we have also provided the full text content from each poster directly on this webpage in HTML format.
HTML versions are:
- Easier to read with screen readers
- More accessible on mobile devices
- Simpler to resize and adjust for different viewing needs
- Compatible with browser translation tools.
Awareness 1:
Not everyone has access to the whole picture.
1 in 4 people in the UK (24%) are disabled and may face digital barriers. Let’s build a more inclusive online world.
Keep it simple, clear, accessible.
For more information, scan the QR code or visit: gcs.civilservice.gov.uk/24percent
Awareness 2:
Keep it simple, clear, accessible.
Let’s build a more inclusive online world.
For more information, scan the QR code or visit: gcs.civilservice.gov.uk/24percent
Awareness 3:
Keep it simple, clear, accessible.
- Remember ALT text
- Use #TitleCase hashtags
- Use captions on all videos
- Use fewer emojis
- Consider using British Sign Language
- Consider your use of colour
- Write plain, simple language
Let’s build a more inclusive online world. For more information, scan the QR code or visit: gcs.civilservice.gov.uk/24percent
Alt Text 1:
ALT text rocks!
Adding ALT text allows people with screen readers to describe an image.
Keep it short and descriptive and avoid misusing.
Keep it simple, clear, accessible.
For more information, scan the QR code or visit: gcs.civilservice.gov.uk/24percent
Alt Text 2:
Alternative text (alt text) is a textual description of an image, photograph or other visual content for blind or partially-sighted people who use screen reading software.
- Keep it concise: Text should be brief and concise, with enough detail to fully explain the image.
- Do not misuse the space: It is not a place for key words, messages, jokes or hidden information.
- No ALT text option: Some social media platforms limit the use of ALT text on posts with multiple images. Add it to the body text of the post.
- Get some help: You can use Microsoft Accessibility Checker to identify images without ALT text and suggest and edit wording.
- Describe key elements only: If there is text in the image, write it all out in the description.
- The personal touch: Do not rely on auto-generated alt text. Check and amend it.
- Don’t start with ‘Image of’: Screen readers typically announce the file type first, so this will cause duplication.
- Do your research: Check social media platforms for options and best practice.
Keep it simple, clear, accessible.
For more information, scan the QR code or visit: gcs.civilservice.gov.uk/24percent
British Sign Language 1:
BSL
Consider British Sign Language (BSL). All government departments are expected to continuously improve their use of BSL.
Keep it simple, clear, accessible.
For more information, scan the QR code or visit: gcs.civilservice.gov.uk/24percent
British Sign Language 2:
British Sign Language (BSL).
There are around 150,000 BSL users in the United Kingdom, over half of whom are Deaf. There is no statutory requirement for all government communications to be translated into BSL. But, all government departments are expected to continuously improve their provision of BSL.
- Avoid lengthy translations: Lengthy documents generally should not be translated in full.
- Assess capabilities: Registered and qualified BSL/English interpreters/translators should be used.
- Review, refine, approve: Review and refine your content before it is approved.
- Easy to see: Ensure the translator is clearly visible and sized in proportion to the screen.
- Plan ahead: Talk to your commercial team about procurement as early as possible.
- Caption content: Caption BSL videos, ideally using closed-captions (user controlled)
- Long or complicated: For complex content, consider using more than one translator/interpreter.
- Seek diverse, inclusive feedback: Aim to seek views from BSL users and Deaf translators.
Keep it simple, clear, accessible.
Awareness 4:
Not everyone has access to the whole picture.
1 in 4 people in the UK (24%) are disabled and may face digital barriers. Let’s build a more inclusive online world.
Keep it simple, clear, accessible.
For more information, scan the QR code or visit: gcs.civilservice.gov.uk/24percent
Captions and Transcripts 1:
“ Here’s Johnny! ”
“ I am your father. ”
“ I’ll be back. ”
Captions bring stories to life. Captioning the spoken part of your content helps to engage everyone.
Keep it simple, clear, accessible.
For more information, scan the QR code or visit: gcs.civilservice.gov.uk/24percent
Captions and Transcripts 2:
Caption all audio / visual content.
Captions are a text version of the spoken part of audio/visual content. They will help people who are hard of hearing and those who have learning difficulties. Closed captions allow the user to switch on/off, open captions are part of the content.
- Open or closed? Use closed captions whenever possible. If not possible, use open captions.
- Identify speakers: Use different accessible colours to show when different people are speaking.
- Offer flexibility: If possible, give the viewer the option to resize the captions or change the colour.
- Accuracy: Check auto-generated captions on YouTube. You can use online transcribers like Trint to increase accuracy.
- Transcription: Transcribe the voiceover and other voices.
- Easy to read: Make sure there is sufficient contrast between text and background.
- Solid backgrounds: Whenever possible, do not put captions over moving images.
Keep it simple, clear, accessible.
For more information, scan the QR code or visit: gcs.civilservice.gov.uk/24percent
Colour Contrast 1:
When you use contrasting colours it makes text easier to read for everyone.
Make sure colours have enough contrast. Colour contrast can look different to different people.
Keep it simple, clear, accessible.
For more information, scan the QR code or visit: gcs.civilservice.gov.uk/24percent
Colour Contrast 2:
Choose high contrast colours.
People with visual impairments prefer to read text that stands out strongly against a background on screen, or paper. This can be achieved with good contrast between text and background colour.
- Choose wisely: Use accessible colours (blue, green, yellow) to support messaging.
- Ensure contrast: Avoid pale colours on light backgrounds and dark colours on dark backgrounds.
- Make it obvious: Do not rely on colour alone for meaning. In a graph or chart, use patterns or clear labels to differentiate the data.
- Contrast check: If you are unsure whether your colours have sufficient contrast, you can use free online resources.
- Combinations to avoid: Try to avoid green/red or blue/yellow, as they can be very difficult to read.
- Consistent use: Don’t rely on colour as the only way to convey key messages.
- Solid backgrounds: Text over images can be difficult to read, so consider using a solid background or opaque overlay.
- Keep it minimal: Think about using a smaller colour palette or check intersecting colours when using more than three.
Keep it simple, clear, accessible.
For more information, scan the QR code or visit: gcs.civilservice.gov.uk/24percent
Awareness 5:
Not everyone has access to the whole picture.
1 in 4 people in the UK (24%) are disabled and may face digital barriers. Let’s build a more inclusive online world.
Keep it simple, clear, accessible.
For more information, scan the QR code or visit: gcs.civilservice.gov.uk/24percent
Emojis 1:
Do you backhand index pointing right find this lightbulb easy to understand brain?
That is what a screen reader would announce when reading: Do you find this easy to understand?
Make sure emojis are useful for everyone.
Aim to use no more than three in each social media post and put them at the end of the text.
Keep it simple, clear, accessible.
For more information, scan the QR code or visit: gcs.civilservice.gov.uk/24percent
Emojis 2:
Use fewer emojis.
Emojis can be a useful tool to engage younger audiences on social media. But it is important that they are used carefully and sparingly.
Every icon has its own description. Every description is unique and many even vary depending on the platform, browser or device that an emoji is being viewed on.
- Use sparingly: Use no more than three emojis per post.
- Are you sure what it means? Check what your emoji means – and check the alt text description.
- Use to enhance, not replace: Do not use an emoji to replace a word. Use emojis only to add context.
- Text only: Simplify your social media handle and bio.
- Placement: Avoid using emojis in the middle of your content.
- Contrast: Make sure your emoji stands out against the background.
- Don’t repeat or bullet: Do not repeat emojis or use them instead of bullet points.
- Stick to yellow: Don’t be tempted to change the colour of an emoji.
Keep it simple, clear, accessible.
For more information, scan the QR code or visit: gcs.civilservice.gov.uk/24percent
Hashtags 1:
#capitallettershelp
#lowercaseproblems
#UseTitleCase
Title Case is when you capitalise the first letter of each word. It allows your hashtags to be quickly understood and more easily read by screen readers.
Keep it simple, clear, accessible.
For more information, scan the QR code or visit: gcs.civilservice.gov.uk/24percent
Hashtags 2:
Use #TitleCase hashtags.
You should make sure your hashtags are accessible to those with visual and cognitive impairments and those who have dyslexia.
Hashtags can be misread and interpreted and screen readers will read out the hashtag as one word if they are not formatted correctly. You must make sure each word in multi-word hashtags is discernible for those with visual impairment who use assistive technology.
Lowercase and uppercase letters help a screen reader identify separate words, allowing it to pronounce hashtags correctly. This is one of the easiest accessibility best practices to incorporate into your content creation. Properly formatted hashtags are normally easier for everyone to read, no matter the status of their vision.
- Use Title Case: Hashtags in Title Case #LooksLikeThis, with the first letter in each word of the hashtag capitalised. It is also known as Pascal Case.
- The correct position: Put hashtags at the end of posts.
- Short and sweet: Just like with post text, long and unwieldy hashtags may be confusing to a screen reader, and can interfere with readability and retention.
- Meaningful: Don’t use hashtags for the sake of it. Let them add context or help to connect conversations.
Keep it simple, clear, accessible.
For more information, scan the QR code or visit: gcs.civilservice.gov.uk/24percent
Simple Language 1:
Employing intricately convoluted linguistic constructs invariably engenders a heightened cognitive burden, thereby exacerbating the challenge of comprehension.
Or put more simply…
Using complicated language makes things harder to make sense of. Simple language helps
more people understand your meaning.
Keep it simple, clear, accessible.
For more information, scan the QR code or visit: gcs.civilservice.gov.uk/24percent
Simple Language 2:
Write plain, simple language.
Writing in plain language helps your audience understand content more quickly, and is easier for someone with a cognitive disability to understand.
Clear writing can make content easier to understand by users who are not familiar with the topic as well as people who are not fluent in the language and people with low literacy.
- Simple to understand: Choose easy and short words, wherever possible.
- Keep it concise: Avoid compound sentence structures, make your average 15 words long.
- Contradictions: Use contractions such as ‘you’ll’ but avoid negative ones like ‘don’t’ or ‘can’t.
- Choose active: Use active voice instead of passive voice: for example, ‘she loved him’ not ‘he was loved by her’.
- Plan ahead: Avoid unfamiliar foreign and Latin words. For i.e. use ‘that is’, for e.g. use ‘such as’
- Headings: Use short, descriptive headings and subheadings.
- Avoid jargon: Spell out technical terms and acronyms if you need to use them.
- Date ranges: Use ‘from’ and ‘to’ rather than dashes or slashes (‘from 1 April to 31 March’).
Keep it simple, clear, accessible.
For more information, scan the QR code or visit: gcs.civilservice.gov.uk/24percent
Awareness 6:
Not everyone has access to the whole picture.
1 in 4 people in the UK (24%) are disabled and may face digital barriers. Let’s build a more inclusive online world.
Keep it simple, clear, accessible.
For more information, scan the QR code or visit: gcs.civilservice.gov.uk/24percent