Content Marketing: How to make materials accessible to people with visual impairment

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We talked about on the blog and in our Leads .

But despite having an almost countless amount of information on the internet, we realized that many of these contents are not accessible to a portion of the population: people with visual impairment.

But why make accessible materials?

Let’s imagine the following situation: a blind man wants to buy a notebook, but despite surfing the internet with the help of a screen reader, a lot of visual information can not be interpreted.

That person may seek a simple or a more sophisticated notebook. But the lack of details will compromise the decision to purchase and often it does not have the autonomy to buy alone, as someone with vision would.

It’s like a person with vision (sighted) entered into a site with eyes closed and was making a purchase. The chances of buying a wrong product or is not her taste are great.

How to make content available?

This can be done through audio description (AD), a technique used to translate words into images.

Audio description was born in the United States in the 1970s, from the master’s thesis the researcher Gregory Frazier. In Brazil, the technique appeared in 2003 through the festival So we live, which features films about people with disabilities.

But for audio description have featured in the audiovisual, the technique can be applied in other situations, such as plays, dance performances, teaching materials etc.

Because it is a technique, it consists of procedures and rules to achieve a good result. In the case of AD, there are guidelines to guide the production. Among these guidelines highlight two:

1. Describe what you see

This guideline says a lot about you not going to describe.

According to the US audiodescritor, Joel Snyder, “describe what you see” refers to narrate what you see, what you see and perhaps a lay person has not realized that was visually available.

In addition, the AD process is necessary not give more information than the work permits. That is, become a material accessible is not to give a little help for a person with visual impairment “understand better.”

Remember, a person with visual impairment alone does not have the vision. It should have the same autonomy that have sighted.

2. Neutrality

Neutrality is closely related to the above guidance. Are you translate what you observe and see to give the essentials of AD user, you may create in your own mind the image of what was audiodescrito.

Speaking of neutrality at the time of narration, the professor at the Federal University of Pernambuco, Francisco Lima, guides is not to transmit by voice what you think or think of the work.

In other words, the AD the phrase needs to be consistent with the work. If an action scene, the voice must keep pace so that the visually impaired person has the same feel as the people who are looking for the moving image.

Content Accessibility

Below I selected some types of materials, telling how to make them accessible for people with visual impairment.


A survey conducted by Cisco showed that by 2020 85% of the internet traffic is through videos.

But how to make such content accessible? Precisely through audio description.

Although this technique is performed by specialized professionals, if your company is hiring a writer, or if you wish to audio description internally, it is necessary to consider a few points:

1. Roteirizar

This is a major step and it needs a lot of care on the part of the writer.

The professional will watch the video, do some initial considerations and rank very relevant images for context.

It notes that speech is slower than the images and that in some videos will be impossible to describe all the scenes.

In addition, audio description should enter into talks intervals and should not compromise the work.

An example script:

Team seconds cue + Utterance speed audiodescription

00:00:15 by


5s It’s night. Illuminated bridge. Florianópolis, Santa Catarina [fast]

00:04:14 by


2s Deserted beach with calm sea [very fast]
00:06:05 to 00:11:06 5s A plane passes in orange sky. A woman pulls a suitcase. In the background planes in the courtyard [very fast]

2. Consulting

Once the script is ready, it’s time to be validated by the consultant, ie an audio description professional who has training in the area and is a person with visual impairment.

The work of the consultant is to script review, considering two aspects:

  • If therein inserts allow to be constructed images in the mind of the beholder;
  • If the sentences are in accordance with the grammatical rules.

If the consultant deems necessary, propose improvements to the document. Following this examination, it sends the document to the writer.

3. Recording of voiceover

Ideally, the expression is carried out by a person who already has practice.

But if you can not, you need to know is that the narration must follow the rhythm of the work.

If a video teaser , extremely fast and lively, the expression of AD should remain neutral. But if there is any information on the screen and excitement of pace, the narrator must accompany this objective.

4. Edition

Editing is an extremely thorough job, you need a lot of attention.

This work, although it seems often simple, is what will represent all the work of the writer and consultant.

But after all, what’s so different about this issue?

The editor needs to follow the direction taken by the script and, moreover, often need to use the resource minimally accelerate voice to fit particular phrase at the time.

5. Approval of the consultant and writer

Finally, the work ends when the consultant and the writer evaluates the expression, editing and final work.

This step is important because, with the context of the work, you may need to make changes before releasing the video.

Below a video of the disclosure RD Summit 2017 with audio description. Close your eyes and good experience!


Often, when we conduct webinars , we say our name and we have to the point, right? But what to a blind person?

Let’s think of another situation.

Your company will do a webinar best practices of Landing Page, an extremely visual material.

When the webinar is intended for people with visual impairments, we should consider some information:

  • Location (room that has colored puffs, for example);
  • Clothing (if very different or make reference to the subject);
  • screen in shared presentations require explanation. For tables, they must contain legend and, depending on how long stay on the screen, be made available to all participants by email.

Blog / eBook

A visually impaired person can access a PDF or blog quietly through a reader software screens.

But some details in this material could jeopardize the understanding of the subject.

Font size

As much as computers have to increase the screen, often the zoom mode can unset the content and difficult to read – after all, a visually impaired person can be blind or have other visual acuity score. Therefore, the font size instead of 10, it may be 14.

One must be careful when it also publishes materials in PDF.

Check how the file content has been created, if the file contains searchable text, ie the text itself, or is available in image format.

The latter considerably difficult to read content by the visually impaired people who use screen readers software.

Alt description

Many marketers know the alt attribute to optimize SEO onpage , but it can also contribute to the accessibility.

The alt is used in HTML code and aims to create an alternative text for the image.

If you can not use the alt as a way to make it accessible image, the suggestion is to create a caption to describe.

content accessible to visually impaired

Print screen of the Leading Communication Affordable blog

content accessible to visually impaired

Alt applied description


The images make much difference when it comes to content and are applicable to various business models.

That is why, and we insert the ALT, it is important to put an affordable legend, ie with audio description.


content accessible to visually impaired

AD: [assembly] A man holds a microphone in his left hand and gesturing with the other. To the right of the image, on a yellow background: “What is saturated is not the content, Google, social networks … What is saturated is the bad content.” André Siqueira – Digital results.

Audio description for still images should follow a basic guideline: describe the general to the specific.

Also, when a description is made, it is necessary to follow a logical order, ie, describe from top to bottom, from left to right.

When you say describe the general to say what it is to briefly image.

In relation to the specific, bring more fine details of the image without losing sight of the concepts of clarity and objectivity.

Infographics / Graphics

Each person has one of the five senses more accurate than another, and work the diversity of content can contribute to the achievement of all.

Another visual way to present information is through the infographic .

But to become available this content, we need to pay attention to some points during the preparation.

Size of the figures

Generally infographics have icons / images that contribute to the understanding.

When we are developing a material for an audience that has some difficulty in vision, we must increase these icons and save them in good resolution if necessary to zoom.


In addition, the use of subtitles can help clarify this graphic piece, bringing information that did not fit the image.

Example accessible chart:

AD: Background wine. In the Superior “What is the ideal number of words in the copy of a Facebook post?” Below, on green background rectangle “engagement X amount of words.”
Then a bar chart. 5 horizontal lines, from top to bottom:
Line 1 contains the number 800;
Line 2 contains the number 600;
Lane 3 contains the number 400;
lane 4 contains the number 200
Line 5 6 maintains bars having different sizes and are filled in white.
The first bar corresponds 5-10 words and has an engagement of about 300 people.
The second bar corresponds to 10 to 15 words , and has an engagement about 250 people.
The third bar corresponds to 15 to 20 words , and has an engagement about 150 people.
The fourth bar corresponds to 20 to 25 words , and has an engagement about 250 people.
The fifth bar corresponds 25-30 words and has an engagement of about 750 people.
The sixth bar corresponds to more than 30 words and has an engagement of about 230 people.
“* A study based on an analysis carried out in the publications in the Digital Results Facebook page. May vary according to the public. ” Below Digital results.

In still images, we must look at the time to describe: the bottom with its color; which geometry is used or, alternatively, the recall that figure; if the graphics are right, centered or left.

Also, if a text follows the normal flow of reading from left to right and from top to bottom, no need to keep repeating below, then down, lower and lower …

Tell only once, unless there is a break in this sequence, for example a following and, then, a centralized text.

In this case, it should bring the text information that is centralized, as people with visual impairment will have no way of knowing that change formatting.

It notes that if there was this kind of change, it is because those who produced the image wanted to give a highlight to what has been centralized, so it should be described.

It is also not necessary to use expressions such as “it is written” or “written text”, as if in quotation marks, we can identify that it is a message contained in the image.

Landing Page

A Landing Page is a conversion page that aims to make a visitor in Lead.

The Landing Pages of the RD Station are 90% accessible to people with visual impairments.

Nevertheless, if you use another format LP, remember that you must use good practice, as captchas.

However, avoid using those captchas with images (example of captchas asking to click on the image of “cars” to prove that it is not a robot).

content accessible to visually impaired

AD: On white background: a square right next door, “I’m not a robot.” To the left, a circle with several arrows. Below, on gray background, Select all images with cars. 9 images between cars, bikes and cities


The good practice of email format should also be remembered when we are talking about making this available message. Ie not only use images, but using text and images so that the content becomes accessible.

And, of course, describe the images using the basic rules of audio description.

Let’s imagine that you will send an Email Marketing promotional touting a stock burning winter clothes.

Information on color, size and values ​​need to be accessible for people with visual impairment are able to have access to the products.

Finally, when we talk about Inbound Marketing and about educating our audience every step of the purchasing journey in order that he turn a customer, we must be open to the diversity of people.

We need to produce content that reaches the persona, but we can not forget that it can be a visually impaired person.

That’s why using assistive technology techniques can contribute not only to the inclusion of these people, but also be decisive to attract or not a new Lead.

This post was written with the assistance and advice of Leonard de Souza.

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