Products and web properties need to be accessible to everyone, including those with vision, hearing, cognitive or motor impairments.

Accessible design is everyone's responsibility, from information and user experience design, through to development, and on into help and support. It is about understanding the users' journeys and proactively anticipating their needs.

To make sure products are accessible to everyone, follow the four principles of the Web Content Accessibility Guidelines:

  1. Perceivable: It can be perceived by at least one of a person's senses.

  2. Operable: All interactions are operable through a variation of input methods.

  3. Understandable: Information and operation of the interface must be understandable.

  4. Robust: Content can be interpreted by a variety of assistive technologies and withstand changes in these technologies.

Structure and hierarchy

Consistent and clear hierarchy helps people who navigate the page using links or headers. Use headings and titles to outline the page so people can see the structure and how sections relate to each other.

Be predictable with structure and use patterns and layouts familiar to people.

Content should be visible, so avoid putting important information inside accordions.

List by level of importance

Place items on the page in order of their level of importance so people don't have to search for them.

Outline of a screen showing how to structure information on a page, starting from the most important information at the top of the screen.

Have a consistent hierarchy

Create and maintain a consistent hierarchy so that people can use alternative input methods to move through the page. Headings are in order without skipping levels.


Use a consistent heading hierarchy: H1, H2, H3, H4


Use headings out of order: H2, H1, H3, H3

Text scaling

Test the UI to ensure the layout works for different languages and assistive technologies. Consider languages that require longer text fields and text wrapping. Also consider how the UI looks at 200% magnification.

Group similar items

Group items under titles or headings that clearly communicate the content of the group.


Grouped items under title 'Worked on' clearly shows documents that you have worked on.


Grouped items under vague title 'Pages' shows random documents.

Keyboard navigation

Some people can't use a mouse and navigate through applications using tools such as a keyboard, mouth wand, or eye tracking system. People should be able to navigate and use the product with a keyboard or screen reader. Make sure anything that can be seen by hovering with a mouse is also accessible to keyboard focus and screen readers.

When creating an application, check if a keyboard can be used to:

  • navigate

  • perform the same tasks as people who use a mouse

  • locate where you are on the page

  • tell where the keyboard focus is

Manage focus

Keyboard focus follows the page as the eye would scan it. Focus travels top to bottom, left to right, moving from most to least important item. People can navigate applications using alternative input methods (D-pads, trackballs, keyboards, and navigation gestures), and the focus flows in a logical order.

Web page structure numbered to show how keyboard focus follows the way an eye scans the page.

When assessing keyboard focus:

  • Be conscious of the order of elements on the page. Do they make sense from the user's perspective?

  • Indicate where focus is.

  • Avoid using input focus to select, trigger events, or display messages. People may need to navigate through all controls before making changes.

  • Keep in mind where the focus moves when the element in focus disappears. People should return to wherever they were before they focused on the element.

Use tooltips

Tooltips can be activated by keyboard. When an element gets keyboard focus, a tooltip displays. When that element loses focus, the tooltip disappears.

Image showing a how a tooltip appears when an element gets keyboard focus.

Validate forms inline

Validate forms inline so keyboard users don't have to navigate far to get feedback.

Ideally, design interactions to prevent errors happening in the first place and help people fix problems as they occur.

Image showing a form field along with the position of the validation error text which sits directly below the form field.

Meaningful text

Consistent and helpful text makes the user interface accessible to people who use a screen reader. Screen readers help people with visual impairments by reading both visible and non-visible alternative text aloud.

All text should support accessibility, whether it's visible (UI labels, headings, buttons, forms, hyperlinks, and help text) or non-visible (alternative text for images and buttons).

Be concise and use plain English

Keep content and accessibility text concise. People using screen readers hear every UI element read aloud, so the shorter the text, the faster they can navigate the content.

Screen readers can skim more easily and skip irrelevant paragraphs if you keep sentences short and frontload paragraphs with important information.

Plain English helps people skim and digest information faster. It also makes content more accessible to those who speak English as a second, third, or fourth language.

Avoid idioms and always expand acronyms when using them for the first time.

Use consistent labels

Consistently label elements and components that have the same functionality. When people encounter these elements in different contexts, they should be able to recognize and understand the function or actions of an element. For instance, a menu item that is labeled All sprints should open a page that is titled All sprints. A dialogue with the title Copy page has a button labeled Copy.


Title Copy page with a button labeled Copy.


Title Copy page with a button labeled Duplicate.

Describe what an element does

Label elements with action verbs that indicate what happens when the element is selected.


Edit preferences - When read aloud, the text indicates the action.


Preferences - Just labeling the element doesn't make it clear what will happen when it is selected.


In buttons, describe what the action does and, if you can, reveal what will happen.


Add room


Go for it!

Linked text should indicate where the link navigates to. Give users context about the link destination.

Add skip links or anchors to help people navigate around content pages.

Images and video

For important information, use text rather than images. Only use images that usefully add to the text.

Describe non-text elements in the UI or with alternative text so screen readers can succinctly describe images and media.

Avoid moving or flashing images if possible.

Images that contain information

If an image contains information that can only be understood by seeing the image, then you need to explain the content of the image using alternative text. Follow these guidelines when you write alt text:

  • The text should be an adequate replacement for both the content and the function of the image.

  • Determine the correct content and then deliver that message as succinctly as possible. Aim for no more than a few words, though sometimes a short sentence or two may be necessary.

  • Don't repeat information that is contained in the text found on the page around the image.

  • Don't use phrases like "image of ..." or "a photo of ..." to describe the image. This is apparent when using screen readers and the description itself should be enough to replace the meaning of the image.

  • If the meaning and content of an image is conveyed by surrounding text, header, or captions, then you might not need as much alternative text.

Decorative images

If the image is used strictly to make the page pleasant to the eye, doesn't contain a link, and isn't used to deliver information, then include the alt attribute, but leave it empty. For example, alt=""

Complex images

A complex image could be a diagram, table or chart. Depending on the level of complexity, the image may need text near it explaining the contents, short alt text that complements this and possibly a link to a page with a long text description.


Provide transcripts and in-sync captioning. Make sure users can control when the video or gif starts and stops.

Provide audio description for any text displayed in a video.


We comply with AA standard contrast ratios. To do this, we choose primary, secondary and extended colors that support usability. This ensures sufficient color contrast between elements so that people with low vision can see and use our products.

Include multiple visual cues

Don't convey information using color alone. Use multiple visual cues, such as stroke weight, patterns, shape, text, or illustrations to ensure that everyone receives the same information. This helps people who are unable to, or have difficulty with, distinguishing one color from another. This includes people who are color blind, have low vision, or are blind.

For example, these inline validation messages use both color and icons to distinguish severity:


The success message uses a tick icon and is green in color. The error message uses an exclamation point and is red in color.


Color is the only visual cue to distinguish severity. The success message is green in color. The error message is red in color.

Use high contrast

High color contrast helps people who are partially or completely color blind see differences between certain colors. It creates a strong visual hierarchy and improves usability for everyone. Make sure that the combination of text and background color do not fall below the recommended threshold ratio of 4.5:1 for standard text and 3:1 for larger text.

Decorative images and disabled states don't have contrast requirements.


Use high contrast color combinations that pass AA compliance.


Don't use low contrast color combinations that fail AA compliance.

Testing and research

These guidelines will help improve accessibility in your applications, but they don't guarantee a fully accessible experience. We also recommend you:

  • test the entire application and journeys using various assistive technologies and text scaling

  • include people with impairments when testing

  • ensure the tasks in your applications can be accomplished by anyone, regardless of ability

When in doubt, refer to the Web Content Accessibility Guidelines 2.1

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