The text on the website is barely distinguishable from the background, the images are confusing and the form on the site is difficult to understand. The user becomes frustrated and at worst thinks that the service is not intended for them. The person is unable to finish the matter.
To avoid a situation where the user has such experiences in online services and communications, it is necessary right at their development stage to consider users and the matter of accessibility. Communication need to be understandable and accessible to different user groups, such as the visually impaired, the elderly and those from different cultural backgrounds. Accessibility ensures that, for example, the information available on health and well-being actually reaches all those in need.
According to the MoniSuomi survey, people who have moved to Finland use digital devices in the same way as the rest of the population. Most people use smart devices, although older people use them less and have more problems with them. But what if, regardless of digital skills, communication about a service or the service itself is not accessible to all because of, say, the imagery or choice of language?
The emotional experience as part of the accessible communication
Accessible communication became a key social objective and a driving factor in communication in the 2010s, when greater weight was given to the real needs of users, i.e. user-friendliness, in the planning and development of services. It was realised that accessibility improves the quality and effectiveness of communication.
In communications, the term accessibility is associated with digital services and, in particular their technical implementation, as described in the Act on Providing Digital Services (306/2019). Besides the provision of a technical functional service or viable communications, it is important, however, to focus attention too on other aspects of accessibility. These are, for example, user-friendliness and clarity (cognitive accessibility), as well as inclusivity, i.e. that we genuinely take into consideration the knowledge, skills and ability of people from different backgrounds with regards to the use of different communications tools (social accessibility).
It is also worth viewing the communications situation or service more holistically from the perspective of the user experience and the feelings it evokes. The extent to which communications or a service support the emotional experience of the user, whether it be a feeling of security or being valued, or a sense of trust, is also called emotional accessibility. For example, information that is hard to locate or unclear can cause feelings of frustration and thus act as a barrier to emotional accessibility.
How to create more accessible communication?
When at their best, communication promote equity and build trust both in the authorities and inter-ethnically. It is in the interest of both the service provider and the client that websites and other digital services should be comprehensible and available to everybody. These tips will help you develop your own approach and communication and those of your organisation.
- Examine your own and your organisation’s approach to, and perceptions of, target groups. Do you identify any target groups whose communication needs you have failed to meet?
- Work closely with your clients. Use client panels right at the planning stage and work with non-governmental organisations and community-based oganisations. Listen too to client and patient professionals.
- Emphasise the use of clear, inclusive and non-discriminatory language. Clear language and up-to-date, non-discriminatory terminology are a basis for good communications. Consider on a case-by-case basis whether there is a need for plain language or multilingual communications.
- Remember the visuals. Use clear images, symbols or videos as communication aids. Also ensure that the diversity of your client base is reflected in your communications, e.g. in the choice of images.
- Offer alternative ways to participate and receive messages. Communicate where your audience is located, and if necessary across more than one communication channel.
- Make sure that your communications are technically accessible, but don’t get bogged down with that. You can promote accessibility in many other ways, as described above!
Further readings
Accessibility of digital services (www.researchgate.net) (In Finnish)
Concepts related to cultural diversity (thl.fi)
MoniSuomi 2022 Findings (thl.fi), (In Finnish)
Sinikka Kytö works in the Joint Action on CARdiovascular diseases and DIabetes (JACARDI) project, funded by the European Commission.
Maiju Mikkonen works in the Agency – services that promote equity, antidiscrimination and participation project, funded by the European Union.