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:
Equitable Use - use is the same for all users
Flexibility in Use - use permits individual preferences and abilities including how used, hand access, user experience and pace
Simple and Intuitive Use - easy to understand
Perceptible Information - information is communicated clearly and effectively
Tolerance for Error - design eliminates errors and/or provides warnings
Low Physical Effort - design is efficient and comfortable, minimal repetitive actions and physical effort
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
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
- Chmura, A. Should you use universal design principles in product design? https://tsh.io/blog/universal-design-principles/
- Wheeler, K. How to Develop a Unique (& Memorable) Brand Identity in 2022. https://blog.hubspot.com/agency/develop-brand-identity **Includes a free link to a downloadable book
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
Examples of Branding
UMA colors, images, and themes on emails and marketing
FDC expression - Just Ask. We'll help!
UMA moose mascot
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.