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1、Winning the hearts of the 1 billion consumers:How can brands use accessible design to capture the missing opportunities?We are obsessed to our customers:New needs,occasions,rituals,segmentations,personas Somehow,we continue to unintentionally exclude 1 out of 15 people living on this planet.People w
2、ho have challenges and limits to interact with people and society Definition of disabilities,WHO,20011 billionpeople experience some form of disabilitySOURCE:WORLD BANKSOURCE:WORLD BANK80%of all product-related problems stem from design SOURCE:EUROPEAN COMMISSIONSOURCE:EUROPEAN COMMISSIONBetter worl
3、d&resultsCompanies who are truly embracing I&D are 35%more likely to have better financial results SOURCE:MCKINSEY&COSOURCE:MCKINSEY&COThe harder question is how?“We want our brands and products to be intrinsically inclusive,so we are going to redesign everything from scratch.But we need time.And$”S
4、OMETHING WE ARE HEARING QUITE OFTEN.Are you all over your easy wins?Brand DesignLOOKLOOKFEELFEELVERBAL&SOUNDVERBAL&SOUNDBEHAVIOURBEHAVIOURSENSORIAL SENSORIAL EXPERIENCEEXPERIENCEMental health conditionsNeuro-disabilitiesSensory impairmentsMobility impairmentsLearning disabilitiesWhat are the problem
5、s you could solve through design?Can colourcolour improve someones experience of your brand?How inclusive is your visual brand language?How accessible is your verbal brand?SMALL SHIFT,BIG DIFFERENCESMALL SHIFT,BIG DIFFERENCEImage Source:BarclaysBEFOREAFTERImage Source:KyndrylImage Source:KyndrylACCE
6、SSIBLE COLOUR PALETTESACCESSIBLE COLOUR PALETTESImage Source:WAICOLOUR CONTRAST CHECKERSCOLOUR CONTRAST CHECKERSImage Source:ColorableCOLOUR CONTRAST TESTINGCOLOUR CONTRAST TESTINGImage Source:Contrast GridHow inclusive is your visual visual brand language?Image Source:KelloggsImage Source:Business
7、WireImage Source:BarclaysImage Source:Aerie,Apple,TargetHow accessible is your verbal brand?Image Source:AccentureImage Source:AccentureBEFOREAFTERImage Source:bpImage Source:OpenDyslexicImage Source:Focus ExNone of us is as smart as all of usHannah HarrisonDirector of SustainabilityNatalie BabbageG
8、lobal Link Q DirectorChristina MallonInclusive Design Digital Accessibility Celine BenabouPresident and Co-FounderSian SutherlandCo-FounderMatt CvijanProfessional ServicesSumaira LatifCompany AccessibilityLeaderRaising the Inclusive BarImage Source:NikeMakers LabsBig stuff,big impactImage Source:Tom
9、my HilfigerTommy AdaptiveImage Source:NikeImage Source:RNIB“We dont want people to adapt to the device;we want the device to adapt to the person”Gabi Michel,Director of Accessible Accessoriesat MicrosoftImage Source:MicrosoftIn the meantime,what can you hack?1954The Electric Toothbrush The Electric
10、Toothbrush was invented to aid those with limited motor skillsPRODUCT TRUTHPRODUCT TRUTHImage Source:Army Dynamics,Instructables,Tooth be ToldL&F accessoriesBTOC BRAND,PRODUCT,ACCESSIBLE DESIGN AND EXPERIENCE INNOVATIONCONFIDENTIAL:This idea is owned by Landor and Fitch.Copyright 2023 Landor&Fitch,a
11、 trading division of WPP Brands(UK)Limited and each of its affiliates operating under the name“Landor&Fitch”.All rights are reserved.CONFIDENTIAL:This idea is owned by Landor and Fitch.Copyright 2023 Landor&Fitch,a trading division of WPP Brands(UK)Limited and each of its affiliates operating under
12、the name“Landor&Fitch”.All rights are reserved.Design&accessibility should live in the same sentence more often.We can all make a difference in small&big ways.Change can start now.Getting all over the easy winsHave you covered the basics?Are you collaborating in the right ways for the big stuff?None
13、 of us is as smart as all of usThink smart hacksIf you cant innovate the core,can you innovate around it?“There is a global disability inequality crisis.And it cant be fixed by governments and charities alone.It needs the most powerful force on the planet:business.”CAROLINE CASEY,FOUNDER VALUABLE500