The Web Content Accessibility Guidelines (WCAG) are internationally recognized standards the World Wide Web Consortium (W3C) developed to ensure that digital content is accessible to all users, including those with disabilities. UX (user experience) designers comply with WCAG and create perceivable, operable, understandable, and robust user interfaces.
Discover why designers must make accessible design a primary consideration to help all users, not just those with disabilities:
WCAG—pronounced “we-kag”—carries significant weight in UX design and for good reason. The inception of WCAG dates back to the late 1990s, a period that witnessed the rapid expansion of the internet and a growing awareness of the need for digital inclusivity. In the 1990s, the Internet, along with the World Wide Web, snowballed to expand its status far beyond just a household name.
At the start of the decade, the general public consciousness about “being online” was that it was new, exciting, and exotic—and, for many people, more a curiosity for specialist interests such as computer enthusiasts. That soon changed; so much so that the perception of internet use in the latter half of the 1990s had shifted to the point many people couldn’t imagine life without it.
The number of both developments and websites mushroomed in the ’90s. Home computing—which had taken off as a major trend in the 1980s—brought computers to the fingertips of innumerable users in households around the world. Suddenly, far more people were “users,” and so—if they were to enjoy the benefits of the internet—they had to be able to use computers and find their way around early cyberspace with then-novel equipment such as modems.
However, particularly given the speed of developments, the risk emerged that the technology (and brands who used, created, and released it) would exclude people—and not just older individuals who had lived for decades without ever touching a computer. An internet “wild west” existed thanks to a lack of standardized practices and coding. Hordes of websites and webpages appeared, many offering treasure troves of valuable information and more. The problem was that often users with disabilities who relied on assistive technologies couldn’t access sites that ignored their needs.
In 1997, the W3C launched the Web Accessibility Initiative (WAI). Their aim was to develop strategies, guidelines, and resources to make the web accessible to people with disabilities. This initiative led to the release of WCAG 1.0 in May 1999. WCAG 1.0 primarily focused on HTML content and provided a foundation for accessible web design.
“The power of the Web is in its universality. Access by everyone regardless of disability is an essential aspect.”
— Tim Berners-Lee, W3C Director and inventor of the World Wide Web
Over the years, WCAG has evolved to address the changing landscape of web technologies and user needs. WCAG 2.0, which emerged in December 2008, introduced a more technology-neutral approach, emphasizing testable success criteria. Subsequent updates—including WCAG 2.1 in June 2018 and WCAG 2.2 in May 2025—expanded the guidelines to cover mobile accessibility, low vision, and cognitive disabilities. These additions reflect the W3C’s commitment to continuous improvement in web accessibility standards.
The reason for WCAG’s existence and enforcement becomes more profound when one considers the immense number of users who need designers to accommodate them. About one in six users worldwide—over one billion human beings—have a disability in these principal areas:
Visual disabilities (low vision, blindness, color blindness)
Hearing disabilities (hard of hearing or deafness)
Mobility and motor disabilities
Cognitive, learning, and neurological disabilities
Speech disabilities
Four guiding principles form the core of WCAG; they’re collectively known as the acronym POUR:
Perceivable: Information and user interface components must be presentable to users in ways they can perceive. For example, this means that a brand’s website must present certain kinds of images with alt text so that users with visual disabilities can perceive what the image is about.
Explore the nature of human perception and sensation in this video with Alan Dix: Author of the bestselling book “Human-Computer Interaction” and Director of the Computational Foundry at Swansea University:
Operable: User interface components and navigation must be operable. For example, users who cannot use a conventional mouse must be able to navigate by other means—such as to get around using a keyboard.
Understandable: Information and the operation of the user interface must be understandable. For example, a governmental agency’s website must be understandable to all users, including users with cognitive disabilities, for them to access the services they’re entitled to use.
Robust: Content must be robust enough for a wide variety of user agents, including assistive technologies, to be able to interpret.
These principles serve as a foundation for designers to create accessible web content, and ensure that users with diverse abilities can access and interact with digital products effectively, comfortably, and without hindrance.
The Alt text for this image reads, “A set of blotches that resemble a Dalmatian.” This spotted dog image illustrates one of the Gestalt rules—design principles designers use to make more engaging interfaces and images. When users right-click this image to inspect the alt text, they see—and for users who rely on screen readers, the screen reader reads—this alternative text.
© Interaction Design Foundation, CC BY-SA 4.0
Compliance with WCAG isn’t just a matter of best practice—it’s also a legal requirement in many jurisdictions. These legal frameworks underscore the importance of WCAG compliance, not just to meet legal obligations but to promote inclusivity and equal access to digital content too. Areas and laws that monitor and enforce accessibility standards include:
Americans with Disabilities Act (ADA): While the ADA does not explicitly mention WCAG, courts and the Department of Justice have interpreted it to require accessible digital content, often referencing WCAG as the standard.
Section 508 of the Rehabilitation Act: Federal agencies are required to make their electronic and information technology accessible to people with disabilities, aligning with WCAG 2.0 Level AA standards.
European Accessibility Act (EAA): Enacted in 2019, the EAA mandates that certain products and services, including websites and mobile applications, be accessible to people with disabilities, so aligning with WCAG standards.
Accessible Canada Act: Passed in 2019, this act requires federally regulated entities to ensure their digital content is accessible, referencing WCAG 2.0 Level AA as the standard.
If a brand fails to adhere to WCAG guidelines, the consequences can be significant—legal, financial, and reputational.
Legal action: Organizations may face lawsuits for non-compliance, leading to costly settlements and legal fees. For example, some large household-name brands have been sued for an accessibility violation.
Reputational damage: Inaccessible websites can harm an organization’s reputation and signal a lack of commitment to inclusivity. If a website appears not to care about accessibility and users with disabilities, it can tarnish its public image. Users of all abilities might even find the brand questionable in other ways—perhaps thinking, “If it doesn’t care about accessibility, what else might it not care about?”
Loss of audience: Users with disabilities may abandon inaccessible websites, resulting in a loss of potential customers or clients.
When organizations proactively address accessibility, they can reduce these risks and demonstrate a commitment to accessibility and inclusivity. Brands can note that one vital by-product—or benefit—of accessible design is how when they design for users with disabilities, they design for everyone. For example, YouTube’s captions help users with hearing disabilities and users who don’t have hearing disabilities when they’re in loud environments.
Captions can be deal-breakers for users—they don’t have to be deaf or hard-of-hearing to appreciate the convenience of captions or subtitles. It could be because they have another first language, construction workers are using jackhammers nearby, or users just prefer to see the words.
© Interaction Design Foundation, CC BY-SA 4.0
In a world where accessibility is serious business, designers and brands need to be aware of the most up-to-date WCAG standards and what they stipulate. Compliance with accessibility guidelines means that designers know the WCAG conformance levels and what to do about it. This means they know how to implement design elements, features, and code that ensure users with disabilities can access, use, and enjoy websites without restriction.
WCAG outlines three levels of conformance to accommodate varying degrees of accessibility:
Level A is the minimum level of accessibility; it addresses the most basic web accessibility features. For example, when designers use alt text, include captions for prerecorded video, and make sure that color isn’t the only way to convey information (such as to distinguish links or highlight text), they comply with WCAG level A.
Level AA is what most organizations consider the standard level; it addresses the biggest and most common barriers for users with disabilities. For example, when designers use captions for live-streamed video, they apply a minimum color contrast ratio of 4.5:1 for normal text and 3:1 for large text, and use headings in a logical order (H1, H2, H3, etc.) for users to understand content.
Level AAA is the highest level of accessibility; it targets the most comprehensive accessibility features. For example, when designers use a contrast ratio of at least 7:1 between text and its background and offer sign language interpretation for video content, they comply with WCAG level AAA.
Note that while level AAA conformance is ideal, it may not be feasible for all web content. So, many organizations aim for level AA compliance to balance accessibility with practical implementation.
For UX designers, adherence to WCAG isn’t just a compliance exercise but a commitment to inclusive design. Key considerations for integrating WCAG into the UX design process are to make digital solutions:
1. Perceivable
Text alternatives: Provide alternative text for non-text content, such as images and videos, enabling screen readers to convey information to users with visual impairments.
Adaptable content: Ensure content is presentable in different ways without losing information or structure, and so accommodate various assistive technologies.
Distinguishable content: Use sufficient color contrast between text and background, and don’t rely only on color to convey information. This way, you can aid users who have color vision disabilities.
Watch this video about color blindness to understand how the world appears to many users, and how to design to help them enjoy better user experiences with digital solutions:
2. Operable
Keyboard accessibility: Design interfaces that users can navigate using a keyboard alone, and support users with motor disabilities such as those who can’t use a conventional mouse.
Navigable interfaces: Provide clear and consistent navigation mechanisms, including headings and labels, to help users understand and navigate the content structure.
Explore how navigation helps users explore designs effectively, with Alan Dix:
Avoid seizure-inducing content: Don’t create or use content that flashes more than three times per second. Many users may have photo-sensitive epilepsy, and flashing content can cause them to have seizures.
3. Understandable
Readable text: Use clear and simple language, and define unusual words or abbreviations. Many users may have cognitive disabilities and need accessible text content to make sense of messages.
Predictable navigation: Ensure that web pages appear and operate in predictable ways, to reduce confusion and enhance user confidence.
Input assistance: Provide guidance and error suggestions for user inputs, to help with form completion and reduce or minimize user frustration.
The U.K.’s National Health Service website illustrates the understandable component of the WCAG guidelines, especially in its easy-to-read text and layout. Consider how helpful it is for users who may have one disability or more—human beings who may also be ill, injured, or anxious about their health and need every bit of help they can get to find information, fast.
© NHS, Fair Use
4. Robust
Compatible content: Use standard HTML and CSS practices to ensure content is compatible with current and future user agents, including assistive technologies.
As technologies develop and users encounter new realms—and challenges—the Web Content Accessibility Guidelines continue to update. Along with following any changes in standards, UX and UI (user interface) designers—as well as other design team members, product managers, and stakeholders—should consider the following best practices:
Approach design with inclusivity in mind from the outset, rather than retrofit accessibility features later in the UX design process. It makes it easier, prevents oversights, and helps save money and time.
Discover the world—and possibilities—of inclusive design and the special considerations it applies to users, as UX Content Strategist, Architect and Consultant, Katrin Suetterlin discusses:
Accessibility isn’t about dilution of your brand’s image and voice; it’s about empowerment so users can use, enjoy, and delight in seamless experiences no matter their ability level. For example, a UX writer or designer doesn’t have to “dumb down” a message to reach users who might not understand what a brand offers. Short and sensible makes the best sense, anyway, for users in a wide range of contexts—where “Buy” is easier than “Purchase,” for example.
It’s wise to conduct usability testing with participants who have a range of abilities to identify and address accessibility barriers. Note that for users with disabilities and those who use assistive technology, specialist agencies are the best option to test digital products and ensure usability levels are high, for everyone.
Work closely with developers to ensure that they implement design specifications accurately and accessibly.
Employ accessibility tools such as WAVE and AXE to evaluate and enhance the accessibility of web content you and your team create during the design and development phases.
Another plus when you design for accessibility is that when you make a website more user-friendly and accessible to a wider audience—including those with disabilities and search engine crawlers—you improve your brand’s site SEO and ranking.
Discover how accessible design helps with usability and Search Engine Optimization, as Frank Spillers: Service Designer, Founder and CEO of Experience Dynamics explains:
Overall, consider how WCAG protects users with disabilities and ensures better experiences for everyone. The guidelines mirror real-world, physical accessibility concerns such as wheelchair ramps, lowered curbs, and many other architectural and product designs. Such essential touches for users with disabilities become welcome conveniences for users who have temporary disabilities, such as commuters using their devices one handed while standing on a busy train—the possibilities are vast for both context and circumstances (such as a hand injury).
The digital world will continue to evolve, as will the standards that help keep users of diverse abilities safe from missing out on all the rich and vital details of digital design solutions such as websites and applications. To design meaningful and inclusive experiences for all users needn’t be a chore when designers remember that everyone benefits from accessible design done well.
Keep current with the W3C’s Web Accessibility Initiative and WCAG on their official website.
Discover how to research and build digital solutions that promote accessibility-centered design in our course, Accessibility: How to Design for All.
Enjoy our How to Design for Neurodiversity: Inclusive Content and UX Master Class with Katrin Suetterlin, UX Content Strategist, Architect, and Consultant, to discover more about the needs of neurodiverse and other users.
Enjoy our Accessible and Inclusive Design Patterns Master Class with Vitaly Friedman, Senior UX Consultant, European Parliament, and Creative Lead, Smashing Magazine.
Explore essential considerations about accessible design in our article Understand the Social Needs for Accessibility in UX Design.
Find a wealth of insights and tips in the Smashing Magazine article Getting To The Bottom Of Minimum WCAG-Conformant Interactive Element Size.
When you follow the Web Content Accessibility Guidelines (WCAG) in UX (user experience) and UI (user interface) design, you help create digital products that everyone can use—including people with disabilities. These standards make websites and apps easier to navigate, understand, and interact with for users who rely on screen readers, keyboards, or other assistive technologies. An added benefit—the essential features users with disabilities enjoy will become welcome conveniences for all users, such as video captions.
When you stick to WCAG, you don't just improve accessibility for your product—you also boost usability for all users, strengthen SEO, and help avoid lawsuits. Search engines reward accessible websites with better rankings, and inclusive design expands your audience reach. For example, when you use proper contrast and clear structure, your digital product supports users in low-light settings or with cognitive challenges.
So, follow WCAG and you can help build more inclusive, legally compliant, and user-friendly products that deliver better experiences to everyone.
Explore how accessible design helps with usability and Search Engine Optimization, as Frank Spillers: Service Designer, Founder and CEO of Experience Dynamics explains:
The World Wide Web Consortium (W3C) sets and maintains the Web Content Accessibility Guidelines (WCAG). Their Web Accessibility Initiative (WAI) develops these standards to make web content more accessible to people with disabilities.
W3C is a global community of member organizations, full-time staff, and the public—all working together to improve the web. They first released WCAG in 1999, and continue to update it based on new technologies, research, and user needs.
WCAG 2.1 became the most widely adopted version, and WCAG 2.2 emerged in 2023. These guidelines have become the international benchmark for digital accessibility in websites, apps, and other digital products.
Find a treasure trove of valuable insights about accessibility in design, in our Master Class Introduction to Digital Accessibility with Elana Chapman, Accessibility Research Manager at Fable.
WCAG guidelines help people with disabilities because they help make websites and apps easier to access, understand, and use. The standards support a wide range of needs—visual, auditory, motor, and cognitive. For example, screen reader users rely on clear headings and alt text for images, while people with limited mobility need keyboard-friendly navigation.
WCAG also helps people with color blindness as it requires designers to use strong contrast between text and backgrounds. Captions and transcripts benefit users who are deaf or hard of hearing. For those with cognitive disabilities, simple layouts and consistent design patterns reduce confusion and improve comprehension.
When designers follow WCAG, they create more inclusive digital experiences that do not exclude users based on their abilities. These changes do not just help people with disabilities—they often improve usability for everyone, including older adults, users with temporary disabilities, and people in challenging environments.
Discover how to research and build digital solutions that promote accessibility-centered design in our course, Accessibility: How to Design for All.
In many countries, it's easiest to follow WCAG so your product meets legal accessibility standards. While the law may not always mention WCAG by name, courts and regulators often use it as the benchmark for digital accessibility.
For example, in the U.S., the Americans with Disabilities Act (ADA) doesn't specify WCAG, but most web accessibility lawsuits have cited WCAG 2.0 or 2.1 as the standard websites failed to meet. The same applies in the EU under the Web Accessibility Directive and in countries like Canada and Australia.
Brands that have websites or apps that aren't WCAG-compliant risk legal action, fines, or public complaints. So, as designer, you'll want to meet WCAG standards—to protect your business, ensure compliance, and help create a better experience for all users. It's not just a legal box to check—it's a smart, ethical design practice.
Understand why accessibility is such a big deal in this video:
WCAG levels A, AA, and AAA represent increasing levels of accessibility. Level A is the minimum requirement. It covers the most basic accessibility needs, like making sure users can navigate without a mouse. If a site doesn't meet level A, it likely excludes many users with disabilities.
Level AA is the standard most organizations aim for. It includes all Level A requirements and adds features like color contrast and clear labels—and so makes content usable for a wider audience, including those with low vision or cognitive challenges.
Level AAA is the highest and most strict level. It includes advanced requirements like sign language interpretation and very high contrast. However, WCAG notes that not all content can meet AAA, so it's often reserved for specific cases.
For example, in the mid-2020s, most laws and policies have recommended that brands meet WCAG 2.1 Level AA for compliance.
Explore more about accessible and inclusive design in our Accessible and Inclusive Design Patterns Master Class with Vitaly Friedman, Senior UX Consultant, European Parliament, and Creative Lead, Smashing Magazine.
To apply WCAG when designing a new website or app, start by building accessibility into your design process from the beginning. Use clear, readable fonts, strong color contrast, and a logical content structure with headings and landmarks. Design with keyboard navigation in mind so users can move through content without a mouse.
Include text alternatives (alt text) for all images, videos, and interactive elements. Make sure interactive components like buttons and forms are properly labeled and usable with assistive technologies like screen readers. Use accessible design patterns and have your designs tested with real users who have disabilities whenever possible.
As you develop the site or app, run accessibility audits using tools like Axe, WAVE, or Lighthouse—but do not rely only on automation. Manual testing is key. Following the latest WCAG Level AA guidelines helps ensure your digital product is inclusive, usable, and legally compliant from day one.
Explore how to do the right thing and do right by your users—all of them—in designs that truly are accessible, through an accessibility audit.
To design accessible color contrast for text and backgrounds, make sure the contrast ratio meets WCAG standards. For normal-sized text, you need at least a 4.5:1 ratio between text and its background. For large text (18pt or 14pt bold), the minimum ratio is 3:1.
Don't use color alone to convey meaning—add icons, patterns, or labels to support users with color blindness. Use online tools like WebAIM's Contrast Checker or the Stark plugin in Figma to test your color choices.
Stick to high-contrast pairings, such as dark text on a light background or vice versa. Pastel combinations and similar hues often fail contrast checks. Apply contrast standards consistently across buttons, links, body text, and headings.
When you design for good contrast, you don't just help users with low vision—you improve readability and overall usability for everyone.
Watch this video about color blindness to understand how the world appears to many users, and how to design to help them enjoy better user experiences with digital solutions:
WCAG includes several rules that directly support users with motor disabilities—people who may use keyboards, switches, or voice commands instead of a mouse. One key rule requires full keyboard accessibility. This means users must be able to access and use all interactive elements like menus, buttons, and forms using only a keyboard.
Another important rule makes sure that users can navigate in a logical order with visible focus indicators, so they always know where they are on the page. WCAG also requires designers to avoid time limits or offer easy ways to extend them.
Touch targets must be large enough and spaced properly to prevent accidental taps. Don't design for gestures that require two hands or precise movements.
With WCAG rules, designers reduce physical strain and make digital products easier to use for people with limited mobility or coordination—and make life easier for other users in the process.
Get helpful insights into accessible design in the article Accessibility: Usability for all.
WCAG supports users with cognitive disabilities through how it promotes clarity, consistency, and simplicity in design. It encourages designers to use plain language, break content into manageable sections, and avoid jargon or complex instructions. When designers do this, they help users with memory, attention, or learning challenges understand and interact with content more easily.
WCAG recommends predictable navigation and consistent layouts, too, which reduce cognitive load. Interactive elements—like buttons or forms—should include clear labels and instructions to prevent confusion or error.
Designers should avoid flashing content or auto-updates that might distract or overwhelm users—and users with photo-sensitive epilepsy is another reason to steer clear of flashing content. Options like text-to-speech, simplified content, or visual supports can also help your users.
When designers apply these principles, they can create more accessible, user-friendly experiences that benefit not just people with cognitive disabilities—but also anyone who's tired, distracted, or new to a topic.
Uncover a treasure trove of precious insights about users, design, and more in our Master Class How to Design for Neurodiversity: Inclusive Content and UX with Katrin Suetterlin, UX Content Strategist, Architect and Consultant.
To future-proof your design for upcoming WCAG updates, focus on building a solid foundation of accessibility best practices. Stick to semantic HTML, structure your content clearly, and use ARIA roles only when necessary. This makes your code easier to adapt as standards evolve.
Design for flexibility—use scalable fonts, responsive layouts, and high-contrast color schemes. Follow the latest WCAG guidelines now, and track updates for future releases from the W3C.
Use modular components and design systems that you can update in one place. Regularly audit your product with both automated tools and manual checks.
Disabilities don't adapt to individuals; designers need to adapt designs to individuals with disabilities so everyone can enjoy the best of what brands can offer long into the future. Future-proofing isn't about guessing future rules—it's about staying aligned with inclusive, user-first design that can adapt over time.
Tap into a wealth of valuable insights about users—including users with disabilities—when you read more about inclusive design.
Sikder, A. S. (2015). The evolution of web accessibility guidelines: A comparative analysis of WCAG 2.0 and WCAG 3.0. International Journal of Information Systems and Network Technologies, 1(1).
This paper offers a comparative analysis of WCAG 2.0 and the emerging WCAG 3.0 guidelines. Through expert interviews, user testing, and feedback sessions, the study examines the evolution of web accessibility standards and their impact on inclusive digital design. It highlights the improvements in WCAG 3.0, such as its user-centric approach and flexibility, while also discussing the challenges in its implementation. The research underscores the importance of continuous updates to accessibility guidelines to address diverse user needs effectively.
Vigo, M., & Brajnik, G. (2011). Automatic web accessibility metrics: Where we are and where we can go. Interacting with Computers, 23(2), 137–155.
This paper presents a comparative framework for evaluating automatic web accessibility metrics. Vigo and Brajnik examine seven widely used metrics, analyzing their validity, adequacy, and complexity by applying them to over 1,500 web pages. The framework is structured around five evaluation dimensions—validity, reliability, sensitivity, adequacy, and complexity—within four user contexts. The study concludes that the Web Accessibility Quantitative Metric, Page Measure, and Web Accessibility Barrier are among the highest-quality tools. Although reliability and sensitivity were not assessed, the paper provides a foundation for further research into these areas. It significantly advances the methodology for assessing web accessibility tool performance.
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