Two cross-cutting human-factors lenses: designing for everyone, and persuading like Apple.
When to use
- Meeting Apple's accessibility bar, or understanding why a11y constraints shape Apple's whole design language.
- Writing/structuring premium marketing — copy voice, pricing, photography, page narrative.
Core rules — accessibility
- Accessibility is the default, not a retrofit (the curb-cut effect: edge cases help everyone). Many Apple rules exist because of a11y: Dynamic Type → reflow layouts; Reduce Transparency → opaque material fallbacks; Reduce Motion → fade alternatives.
- POUR / WCAG 2.2 AA: semantic HTML + ARIA, accessible names, never color alone, 4.5:1 text contrast, visible
:focus-visiblering, manage focus, respectprefers-reduced-motion/prefers-contrast/prefers-reduced-transparency.
Core rules — marketing & brand
- Feeling before feature, then features as proof. One idea per section; restraint and whitespace signal premium.
- Product as hero on seamless white/black with soft shadow + subtle glow; quiet, monochrome brand.
- Copy voice: short, confident, benefit-led, Title Case headlines, concrete numbers ("The most powerful iPhone ever."). Pricing leads premium → anchors → monthly framing.
References
| File | Use for |
|---|---|
references/accessibility-inclusive.md |
VoiceOver/Dynamic Type/Reduce-* constraints, ARIA recipes, media queries, a11y checklist |
references/marketing-tactics-brand.md |
Visual/copy/persuasion tactics, hero-headline formula, pricing layout, product-shot CSS |
Common mistakes
- Color-only meaning, fixed font sizes, motion with no opt-out, opaque-only-on-blur text, missing labels/focus.
- Feature-dumping, hype without proof, weak whitespace, inconsistent voice, fake scarcity, busy hero shots, hidden monthly price, competing CTAs.
Related: the motion you must offer an alternative to → apple-design-motion · the materials that need contrast fallbacks → apple-design-materials · the page these tactics dress → apple-design-web.