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‘Beyond Big Type’ won the Sappi, European ideas that matter award in October 2009.

This campaign will change the thinking and practice of everyone who uses communication in their business, learning and every day life. It equips communication professionals with the understanding and knowledge to create better communication that is more inclusive and more effective.

‘Beyond Big Type’ is much more than a conventional campaign. It is a comprehensive resource and best practice toolkit designed in four parts, Understand, Inform, Engage and Deliver.

Understand
Effective communication design relies on an ability to understand the physical, sensory and cognitive abilities of the audience. ‘Understand’ helps to foster an understanding and empathy for the conditions and barriers that affect all users but that may be exaggerated for those with restricted ability and the aging population of the future.

Inform
‘Inform’, explores the key principles of typography, graphics and information design. There is expert advice and guidance on how audiences ‘read’ and interpret visual communication. This section empowers designers to develop more accessible and inclusive design by adopting techniques and principles that improve access to information without compromising on impact, effect and design integrity.

Engage
Effective brand and marketing relies on an ability to stimulate an emotional response from the audience. Current guidance on accessibility ignores the essential need to engage the audience, leading to a ‘one-size-fits all solution’. Many of the most effective brand and marketing principles such as recognition, difference, association and being memorable are also important tools in making communication more inclusive. ‘Engage’ looks at how these principles can be employed to make brands more effective to core and marginalised audiences and how an inclusive approach can lead to innovation and commercial advantage.

Deliver
Traditional print and digital formats have an essential role to play in the development of communication that is more effective and inclusive. In ‘Deliver’ we explore the opportunities to create bespoke digital print, suitable stocks and data formats that can be designed to suit the needs of every individual. This section also explores how print and online can be used in conjunction with film and sound, plus assistive formats such as Braille, speech readers and face-to-face conversation.