The importance of accessible web design in the arts, culture, and theatre sector

Accessibility is a term we hear more and more in web design, but what does it really mean for the arts, culture, and theatre sector? At its core, accessibility ensures that all people, including those with disabilities, can use, enjoy, and benefit from your website. This is particularly important for organisations in the cultural sector, where websites are not just about providing information but also about creating experiences, inspiring audiences, and encouraging participation.

For theatres, galleries, museums, and cultural organisations, a website is often the first point of contact for audiences. If it is not accessible, you risk excluding a significant portion of potential visitors. According to a recent study, an estimated 16.8 million people in the UK report having some form of disability. This means that without accessible web design, arts and cultural organisations could be missing out on a large and engaged audience.

Why accessibility matters

Accessible web design is not just a legal requirement; it is a matter of inclusion. The Equality Act 2010 requires organisations in the UK to make reasonable adjustments to ensure that people with disabilities are not placed at a disadvantage. This extends to digital spaces, including websites, ticketing platforms, and online event streams. Failing to consider accessibility can lead to legal challenges, reputational damage, and, most importantly, the exclusion of individuals who want to engage with the arts.

Beyond compliance, accessibility makes good business sense. An accessible website improves the user experience for everyone. Clear navigation, readable fonts, and logical layouts benefit all users, not just those with disabilities. Accessible web design can increase ticket sales, newsletter sign-ups, and engagement with your digital content, ensuring that your audience feels welcome and included.

Key considerations for accessible web design

When designing or updating a website for the arts, culture, or theatre sector, there are several key considerations to keep in mind.

1. Clear and consistent navigation

Visitors to cultural websites often come with a specific goal, whether it is buying tickets, finding event information, or exploring educational resources. Clear navigation helps users find what they need quickly. Menus should be simple, consistent across all pages, and easy to read. Avoid complex drop-downs or hidden menus that can confuse users relying on screen readers.

2. Use of colour and contrast

Colour is an important aspect of website design, especially in the arts. However, relying solely on colour to convey information can create barriers for people with visual impairments. Ensure that text has high contrast with its background and that colour is not the only means of communicating meaning. Tools such as the Web Content Accessibility Guidelines (WCAG) provide standards for contrast ratios and colour accessibility.

3. Alternative text for images

Art and cultural websites often feature rich visual content, from photographs of exhibitions to promotional banners for theatre performances. Providing alternative text for images allows users with visual impairments to understand the content through screen readers. Alt text should be descriptive but concise, giving context without overwhelming the user with unnecessary detail.

4. Accessible multimedia

Videos and audio are increasingly used to bring performances and exhibitions to life online. It is important to provide captions for videos and transcripts for audio content. This ensures that users who are deaf or hard of hearing can access the same information as hearing users. Additionally, consider providing audio descriptions for key visual content, enabling blind or partially sighted users to enjoy performances in a meaningful way.

5. Keyboard accessibility

Some users cannot use a mouse due to mobility impairments and rely on keyboard navigation. Ensure that all interactive elements, such as buttons, forms, and menus, can be accessed and activated using a keyboard alone. This includes providing clear focus indicators so that users can see which element is currently active.

6. Readable and inclusive content

Content should be written in clear, simple language, avoiding jargon where possible. Consider the reading level and ensure that important information, such as ticketing or event details, is easy to find and understand. For organisations in the arts and culture sector, storytelling is key, but accessibility should not be sacrificed for creativity. Providing content in multiple formats, such as downloadable guides or audio versions of programme notes, can also increase accessibility.

7. Mobile responsiveness

Many users access cultural websites on mobile devices. A responsive website that adapts to different screen sizes is crucial for accessibility. This ensures that navigation, text, and multimedia remain usable and readable across devices. Touch targets such as buttons and links should be large enough to be easily tapped, and content should not require horizontal scrolling.

How accessibility enhances audience engagement

Accessible web design is not just about meeting legal requirements or ethical standards. It can actively enhance engagement with your audience. People with disabilities are active participants in the arts and culture community. By making your website accessible, you open up opportunities for these audiences to attend performances, visit exhibitions, and engage with educational resources. This can lead to greater loyalty, repeat visits, and positive word-of-mouth about your organisation.

Additionally, accessible websites often perform better in search engines. Clear headings, descriptive alt text, and logical page structures improve SEO, making it easier for all users to discover your content. This means that accessibility can help attract new audiences and increase overall visibility.

Practical steps for arts and cultural organisations

For arts organisations looking to improve web accessibility, here are some practical steps to consider:

1. Conduct an Accessibility Audit: Use tools such as WAVE or Lighthouse to assess your current website and identify areas for improvement.
2. Train staff: Ensure that your web team, content creators, and marketing staff understand accessibility principles and are equipped to implement them.
3. Engage with users: Seek feedback from people with disabilities to understand their experiences and challenges. Their insights are invaluable for creating a truly inclusive website.
4. Regularly update and maintain: Accessibility is not a one-time fix. Regularly review your website as new content is added or as web standards evolve.
5. Leverage accessible tools: Use content management systems and ticketing platforms that prioritise accessibility, making it easier to maintain an inclusive online presence.

Accessibility is not just a technical requirement, it is an opportunity to make the arts and culture sector richer, more inclusive, and more inspiring for everyone. By prioritising accessible web design, organisations can ensure that the magic of art, theatre, and culture reaches all corners of society.

For organisations looking for expert support, consider speaking with an accessible web design specialist, such as Splitpixel, who specialise in creating accessible websites tailored to the arts and culture sectors, helping venues, galleries, museums, and theatres better engage with their audiences.

The editorial unit