Universal Design

Universal Design

Universal Design (UD) is an intentional design of a product or environment to meet the needs of ALL users without the need for adaptation. Universal Design principles officially came into play over 50 years ago with consideration to creating barrier-free products and environments. Universal Design is good design because it proactively designs content and materials for use by al, supporting individuals with disabilities and those without. Think about curb cut outs. They are necessary for individuals in wheel chairs but also helpful for strollers, bicycles, delivery carts, or individuals with non-visible restrictions such as bad knees.

There are different components of UD, including environments, products, and education. UD as an overall design approach is based on 7 principles (additional information below). Those principles are:

  1. Equitable Use - use is the same for all users

  2. Flexibility in Use - use permits individual preferences and abilities including how used, hand access, user experience and pace

  3. Simple and Intuitive Use - easy to understand

  4. Perceptible Information - information is communicated clearly and effectively

  5. Tolerance for Error - design eliminates errors and/or provides warnings

  6. Low Physical Effort - design is efficient and comfortable, minimal repetitive actions and physical effort

  7. Size and Space for Approach and Use - design considers all body types regarding visibility, reach and use

Reference: National Disability Authority. (2020). What is Universal Design. Retrieved from https://universaldesign.ie/what-is-universal-design/the-7-principles/#p1

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Universal Design ~ Branding

A Brand is a set of features to distinguish a company or product. In our case ASU and its teams.


Brand identity

    • Inspires and creates loyalty

    • Incites credibility/trust

    • Identifies mission


Building a brand identity: (Wheeler)

  • What are our target audiences?

    • Value - What makes us unique? What can we offer?

    • Mission - Keep it simple and compelling

    • Personality - Type, color, imagery

    • SWOT Analysis - Strengths, Weaknesses, Opportunities, Threats

    • Why do they love us?

    • What would make them love us more?

  • Logo - symbol to represent - part of the brand identity


Focus on the user experience

  • Consistent

  • Clear identity of source

  • Successful user experience


Ability to use across the team - no need to adapt

  • Ease for all on team to incorporate the consistency


Branding in Relation to the 7 Basic Design Principles of UD (Chmura) -

Shared ‘behaviors’ so user knows the “what”

  • Equitable use - similar experience for all - consistency

    • Recognizable colors and icons

    • Design appealing to all users

    • Avoid segregating or stigmatizing any users

  • Flexible use in various scenarios

    • Design accommodates a wide range of individual preferences

    • Provide choice in methods of use

    • Provide adaptability to the user’s pace

  • Simple and intuitive use

    • Regardless user’s experience, knowledge, language skills or current concentration level

    • Eliminate unnecessary complexity

    • Be consistent

    • Arrange info consistent with its importance

  • Perceptible information

    • Design communications information effectively to the user

    • Use different modes (pictures, verbal, tactile) for essential information

    • Contrast between essential info and surrounding information

    • Differentiate elements in ways that can be described (make it easy to give instructions or directions)

  • Tolerance for error

    • Design should minimize the potential for accidental or unintended actions

    • Ability to correct if necessary. Examples, undo button or confirmation message prior to instance

  • Low physical effort

    • Design can be used efficiently and comfortable with minimum fatigue

    • Minimize repetitive actions

    • Minimize sustained physical effort

  • Size and space for approach and use

    • Appropriate size and space for use and manipulation


References:

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Benefits of Branding

We all see the world a bit differently. Branding provides an opportunity for the ASU team to provide a consistent message for recognition and engagement.

Recognition - content from ASU will be recognized by the color, themes, and logos

Loyalty - when content is recognized as coming from ASU users will continue to utilize the content and services

Consistency - helps identify content and products and is relatable to users

Credibility - inspires trust

Conveys team values - users can relate to value and personality

Stand Out - users recognize and are inclined to select

Inclusive - offers consistent message to all users without targeting a specific population

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Examples of Branding

UMA colors, images, and themes on emails and marketing

FDC expression - Just Ask. We'll help!

UMA moose mascot

UMA Academic Services logo


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UMA Academic Services logo

UMA Branding Universal Design Resources

Check out the Branding Tab for details on UMA brand guidelines regarding colors, expressions, fonts/typography, icons, logos, stock graphics and templates.

Use the UMA Branding Universal Design Checklist to check for UDL.

UDL and Accessibility compliment each other. Attention must be paid to both. Focusing on one does not necessarily meet the needs of the other.

Check out the Accessibility Page of the Branding tab to learn more about meeting accessibility needs.

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