Is accessibility not trendy enough?
Corporate Social Responsibility
09.11.2008
This case brings to light a number of issues.
1. Are corporate websites marketing, operations or a whacky hybrid? Target.com is being treated as a brick and mortar store. Obviously Target stores are accessible to everyone. Not developing target.com to be 508 compliant is a search engine and business guffaw, but I seriously doubt they meant to be exclusive.
2. In all forms, user accessibility is smart business. From Capstrat’s perspective accessibility is smart design. We challenge ourselves to design towards an elegant solution that balances need, want, logic and emotion. All communicators should create websites (and everything else for that matter) that are inclusive, clear and compelling.
3. This sets a unique precedent. As mentioned above, I believe designing for accessibility is both right and smart. But wonder, “What if the type is too small for me to read?” May I claim discrimination against people over 40? What if the interface designer checks out and uses a palette that is incorrect? Do color blind suffers have a case? I know that sounds silly but ask yourself, “Is it marketing or virtual brick and mortar?” What about their TV ads withno voice over? Oh man. My head hurts.
Should visually impaired people ignore target.com and shop at the compliant rival walmart.com? Maybe. I believe you vote with your wallet. If enough leave, Target will notice and redesign the site. As a loyal Target brand enthusiast, I have to believe plans are in the works.
