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Inclusive Design Patterns by Smashing Magazine, Heydon Pickering

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“What [religion are] you?”“Well if you’re going to reduce my identity to my religion, then I’m Sikh. But I also like hiphop and NPR. And I’m restoring a 1967 Corvette in my spare time.”“Okay. So, one Sikh, and…”– The Office, Season 4, Fun Run

Business tends to concern itself with targeting and communicating to a receptive audience. The creators of a photography website, for example, would seek to identify and target people who like photography and, well, websites. For most marketers, research doesn’t stop there. They’ll look into age groups, related interests, competing websites, income, aspirations and even gender.

Fortunately for you — the inclusive designer — the precarious and error-prone art of marketing is none of your concern ...

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