DEIB IN WEBSITE DESIGN
Creating Spaces That Reflect Everyone
Diversity, Equity, Inclusion, and Belonging (DEIB) have never been more critical in our personal and professional lives, and in the digital world. While DEIB initiatives in some institutions may be under scrutiny, the principles remain steadfast, and we at RB Collaborative, alongside many others, firmly believe in their importance.
The truth is, we can create inclusive, welcoming spaces online without always needing to advertise it with a DEIB statement on the homepage or even by using any of the words associated with the acronym. There are simple yet powerful ways to reflect these values through design — ways that speak louder than words.
DEIB isn’t a tagline or marketing ploy; it is a fundamental aspect of how your website interacts with your audience.
To understand how to bring DEIB to life in website design, let's first define each term and look at some ways to incorporate them meaningfully:
Diversity: Diversity is about recognizing and embracing differences in race, ethnicity, gender, sexual orientation, age, ability, and beyond. It’s not just about showing that variety exists, but making sure people see themselves reflected in your content and visuals.
Equity: Equity ensures that everyone has access to the same opportunities and resources, despite differing starting points. In website design, this can be reflected in features like accessibility, clear navigation, and ensuring an equal user experience for all.
Inclusion: Inclusion means creating a space where all users, no matter their background or ability, feel welcomed and valued. This is about fostering a sense of belonging through thoughtful design choices that don’t exclude any group.
Belonging: Belonging is the feeling that one is an integral part of a community. It's about making sure people feel heard, seen, and understood when interacting with your site.
By intentionally weaving these principles into your design and content strategy, you’re taking steps toward creating a website that not only welcomes diversity but genuinely reflects it.
How DEIB can be implemented in website design
1. Inclusive imagery and visual representation
Images play a powerful role in website design, often being the first visual cue to users about who a brand or organization serves. By selecting diverse images — whether by featuring people from various racial, ethnic, and gender backgrounds or individuals with different abilities — you can create a digital environment where everyone feels they are represented. For example, if you run a nonprofit that serves children, ensure your imagery features a variety of children of different ethnicities, abilities, and backgrounds.
2. Accessible design for all users
Equity in website design begins with accessibility. Making sure your website is usable by people with disabilities not only opens your content to more people, but it also ensures your content is accessible to everyone, no matter their abilities.
There are a few simple ways to start improving accessibility:
Use high-contrast colors for text and background to help users with visual impairments.
Implement alt text for all images, so screen readers can describe them to those with visual impairments.
Check your use of fancy fonts and emojis.
By considering equity, your website becomes accessible and usable by a broader audience, ensuring all visitors have an equal opportunity to engage.
3. Language translation and multilingual options
Inclusion and belonging can also be achieved by providing language translation options. Depending on your market and target audience, not everyone will speak the same language. Offering multilingual options is a simple yet powerful way to make your website more inclusive. By making your website available in multiple languages, you ensure users from different cultural and linguistic backgrounds can access your content and feel they belong.
For example, if you serve a community with a large Spanish-speaking population, offering a Spanish version of your website, or at least offering certain pages or event descriptions in Spanish, shows that you are actively trying to be inclusive of that language group. It's a concrete way to make people feel welcome and valued.
4. Inclusive and gender-neutral language
The language you use on your website matters, and it should be considerate and respectful of all gender identities. Avoiding gendered language, when possible, promotes inclusion and shows a level of awareness about the diverse identities people hold.
Instead of using terms like "he" or "she," consider using “they” or simply rephrase your language to be neutral. This will help users who identify outside the gender binary feel more comfortable navigating your website.
Note: Using "they" as a singular pronoun is not only grammatically correct but also aligns with the evolving nature of language. Many professional style guides, including the AP and Chicago Manual of Style, now endorse this usage, making it a standard practice in modern writing. Embracing "they" helps us build trust and maintain respect for all individuals.
5. Clear and easy navigation for all users
Equity also comes into play when designing your website’s navigation. This means ensuring all users, regardless of their tech proficiency, can navigate your website without confusion. Clear labels, logical structure, and easy-to-understand navigation are key to creating an equitable user experience.
For example: Use a simple, intuitive layout with easy-to-read font sizes, and ensure your buttons and links are accessible and easy to click or tap, especially on mobile devices.
Go Beyond the Design: Cultivate A DEIB Mindset
While we’ve focused heavily on design features that can promote DEIB, it’s important to remember that this is not a one-time thing. It's a mindset. DEIB should be woven into your ongoing website development process, content creation, and digital strategy. It’s a long-term commitment to creating spaces that are welcoming, fair, and empowering.
Even if your organization or business is facing challenges around DEIB in other areas, taking the time to thoughtfully incorporate these values into your website shows that you care about fostering inclusive spaces. It's not about grand or trendy statements — it's about the everyday decisions you make that have a profound impact on your audience.
