Color Blindness and Chromatic Barriers in Advertising Animation
Proposals for Inclusive Urban Visual Communication
DOI:
https://doi.org/10.62161/sauc.v12.6181Keywords:
Color blindness, Visual accessibility, Digital advertising, Advertising animation, Urban communicationAbstract
The growing presence of digital animation in advertising campaigns, across social media and urban displays, demands ensuring their visual accessibility for everyone, including people with color blindness, who constitute a significant percentage of the population.
This study analyzes the chromatic barriers that can hinder comprehension or reduce the message's impact for users with vision deficiencies. To do so, we analyzed campaigns on digital platforms and in urban spaces that incorporate animated elements.
The results show that the user experience of people with color blindness has been rarely considered, unlike in other design fields where visual accessibility is more developed. For this reason, we propose best practices for creating animated content, with the goal of moving toward an inclusive visual communication model. The aim is to incorporate universal design principles, in line with the recent European Accessibility Act, published in June 2025 (Level Access, 2024).
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