Is accessibility not trendy enough?
Target has been charged with violating the American Disabilities Act by not developing their website to be 508 compliant–accessible to all. The lawsuit claims that people who are visually impaired cannot navigate Target’s web site with the same ease as someone without impairment.
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 Web sites (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 I 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 with no 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.
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 Web sites (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 I 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 with no 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.
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