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Design: is your marketing team dyslexia aware? | Chartered Institute of Marketing

Good design sets a brand apart. It helps to convey what’s being offered to the customer. And it connects tangible brand attributes with intangible emotional triggers. Yet in drawing up a new brand, launching a new website, creating a new campaign, does our profession meet the usability requirements of those who see things differently, like those with dyslexia?

Not only can accessible design streamline communications targeting this specific group, it can also improve general business-to-business and consumer communications. Why? Simply because around one in ten people have dyslexia. That’s a huge proportion of any brand’s potential target audience that could be switched off by bad design. Making brand communications accessible is a win win. It means less frustration for customers and creates more successful brands which are tuned in to the real people they serve.


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