Designing for Accessibility: How Inclusive Design Strengthens Brands in Bedford, Milton Keynes & London
Introduction
In today’s fast-moving business landscape, good design is no longer only about looking polished or trendy. Increasingly, it’s about being accessible, inclusive, and user-friendly. From websites and packaging to print collateral and signage, accessibility is at the forefront of conversations in design. For businesses in Bedford, Milton Keynes, London and beyond, inclusive design isn’t simply a “nice to have”—it’s a fundamental part of building stronger, more resilient brands.
Accessible design ensures that people of all abilities and backgrounds can engage with your business, whether they’re browsing your website, reading a brochure, or picking up your product from the shelf. It’s about ensuring that design works for everyone, including those with visual, auditory, motor, or cognitive impairments. Not only is this essential for ethical and legal reasons, but it also makes strong business sense—creating a wider audience, boosting customer loyalty, and enhancing your brand’s reputation.
In this blog, we’ll explore why accessibility matters, what it looks like across different mediums, and how brands in Bedford, Milton Keynes and London can embrace it to strengthen their presence in increasingly competitive markets.
What Is Accessible Design?
Accessible design is all about removing barriers. It ensures that as many people as possible can interact with your products, services, and communications, regardless of their circumstances.
This applies across multiple channels:
Digital: Websites, apps, and social media content should be easy to navigate and usable by screen readers, keyboard-only users, and people with colour vision deficiencies.
Print: Brochures, posters, and packaging should use legible typography, high contrast, and clear hierarchy to ensure readability.
Environmental: Physical design elements such as signage, exhibitions, and wayfinding systems must account for visibility, comprehension, and ease of navigation.
Key principles of accessible design include:
Contrast: Strong colour contrast makes text legible for visually impaired users.
Readability: Clear fonts, generous spacing, and simple layouts help everyone, not just those with impairments.
Navigation: Logical structures and intuitive design enhance usability.
Inclusive Language: Avoiding jargon and providing clarity supports comprehension.
Multi-Sensory Design: Where possible, combining visual, tactile, and auditory cues enhances understanding.
Accessibility isn’t about making design “basic”—it’s about making it better, more thoughtful, and more effective.
Why Accessibility Matters for Businesses
Accessible design is important for a number of reasons, spanning legal compliance, brand perception, and market opportunity.
Legal obligations
In the UK, the Equality Act 2010 requires organisations to ensure equal access to goods, facilities, and services. For digital spaces, following WCAG (Web Content Accessibility Guidelines) is considered best practice and is often necessary for compliance. For physical design, accessibility features such as tactile signage or clear print help ensure inclusivity.
Failing to make your design accessible could expose your business to legal risk. More importantly, it sends the message that your brand is not considering the needs of all its potential customers.
Commercial opportunities
Accessible design is not just about compliance—it’s about opportunity. By designing inclusively, businesses open themselves up to wider demographics:
The UK has over 16 million people with disabilities, representing a significant portion of consumers.
An ageing population means more people are experiencing vision, hearing, or mobility challenges.
Digital accessibility improves SEO, helping brands rank higher on Google and attract more traffic.
In short: inclusivity creates reach.
Building trust and loyalty
When customers feel seen, valued, and included, they reward brands with loyalty. Accessible design communicates that your business genuinely cares about its audience, not just its profits. This is particularly impactful in local communities like Bedford and Milton Keynes, where reputation and word-of-mouth play a crucial role in business success.
Accessibility in Different Mediums
Accessibility should be woven into all design outputs—from websites to packaging. Let’s explore how this plays out across different mediums.
Web & Digital Design
Digital accessibility is often the first thing people think of, and with good reason. A website that isn’t accessible excludes a huge segment of potential customers.
Best practices include:
Alt text for images: Essential for screen reader users.
Keyboard navigation: Ensures people who can’t use a mouse can still browse.
Readable fonts and hierarchy: Avoid over-stylised fonts; use headers properly.
Colour contrast: Use high-contrast text for readability.
Responsive design: Websites should work on all devices, from smartphones to desktops.
For local businesses in Bedford and Milton Keynes, this could mean designing a Squarespace site optimised for accessibility—making it visually engaging while also meeting WCAG guidelines.
Print & Packaging
Accessibility extends far beyond screens. Printed materials and packaging have their own challenges.
Considerations include:
Typography: Sans-serif fonts are often more readable than decorative alternatives.
Font size: Avoid excessively small type—particularly on packaging.
High contrast: Ensure text stands out against its background.
Simplified layouts: Organise information in digestible sections.
Tactile elements: Raised textures or braille on packaging can assist visually impaired customers.
In packaging design, accessibility is vital. A product label that’s too cluttered or illegible will frustrate customers and reduce trust.
Brand Identity & Logos
Accessibility also applies to branding itself. Logos should be scalable, legible in monochrome, and recognisable at different sizes and resolutions. Overly intricate designs may fail in real-world applications.
For businesses in London competing in crowded markets, an accessible logo is a practical advantage. It ensures clarity on everything from tiny social media icons to large-scale signage.
Signage & Environmental Design
Physical design matters too. Think wayfinding systems, storefront signage, or event stands. Key considerations include:
High contrast colours for visibility.
Simple symbols and icons to aid comprehension.
Clear placement and lighting so information is visible in different conditions.
Inclusive signage benefits everyone, from a local café in Bedford wanting to welcome all customers to a London office ensuring staff and visitors can navigate with ease.
Implementing Accessible Design: A Step-by-Step Approach
For many businesses, accessibility may feel daunting. But by breaking it down into manageable steps, brands can embed inclusivity into their design processes.
Audit and Assessment
Start by reviewing your existing design assets. Are your brochures readable? Does your website meet WCAG guidelines? Are your packaging labels legible under different lighting conditions?Inclusive Collaboration
Involve people with lived experience of disability. User testing with diverse groups will highlight barriers you might never have considered.Design and Iteration
Accessibility isn’t a one-and-done task. Use tools like WAVE or Lighthouse to test websites, and conduct physical usability checks for print or packaging.Training and Awareness
Encourage staff and collaborators to understand the principles of inclusive design. It should become second nature, not an afterthought.Continuous Improvement
Accessibility standards evolve, as do user needs. Regular reviews keep your brand aligned with best practices.
This structured approach ensures that accessibility is embedded at every stage, rather than being bolted on at the end.
Case Studies & Local Impact
To illustrate the impact of accessible design, let’s explore a few hypothetical examples relevant to Bedford, Milton Keynes, and London.
Example 1: A Bedford Boutique
A boutique in Bedford updated its Squarespace website to be fully screen-reader friendly, improved colour contrast, and ensured its product photography had descriptive alt text. The result? An increase in online sales and positive feedback from customers who felt included in the brand’s community.
Example 2: Packaging in Milton Keynes
A food producer in Milton Keynes redesigned its packaging with clearer typography, higher contrast, and simplified layouts. It also added tactile markers to differentiate flavours. Customers responded positively, and the product saw increased sales in local shops, particularly among older demographics.
Example 3: London Charity Signage
A London-based charity worked with a design agency to revamp its event signage. Using high-contrast colours, universal symbols, and well-placed lighting, they made navigation easier for everyone. Attendees reported feeling more welcomed and less anxious about finding their way.
These examples highlight how accessibility can translate into real-world results—improved customer satisfaction, stronger engagement, and enhanced reputation.
Conclusion
Accessible design isn’t just a legal requirement or a passing trend—it’s a long-term investment in your brand’s success. By embracing inclusive design principles, businesses in Bedford, Milton Keynes, London and beyond can create experiences that resonate with everyone, regardless of ability.
From websites and packaging to logos and signage, accessibility strengthens customer trust, expands market reach, and builds lasting loyalty. At its core, it demonstrates care—care for your audience, your community, and your future.
If you’re looking to make your brand more inclusive, Cosanostra Design is here to help. With expertise in web, print, packaging, and branding, we work with businesses to deliver accessible solutions that make a genuine impact. Together, let’s design a world where everyone feels included.
