The silver lining of the European accessibility act
The European Accessibility Act (EAA) came into effect 28 June 2025 and people are freaking out.
The European Accessibility Act is a directive that aims to ensure equal access to key products and services for all citizens, particularly people with disabilities. Previously this stuff was government funded agencies, now it’s for all businesses.
There is no need to panic, and this is why.
The unexpected superpower of designing for inclusion
When you initiate projects with accessibility as a non-negotiable, something surprising happens, everyone benefits!
Buildings become easier to navigate, roads become easier to cross, jars become easier to open and text becomes easier to read. What begins as a solution for a specific audience often leads to better experiences for all users, and this applies to the digital experience too.
This is the “curb cut effect” in action—named after the ramps originally introduced for wheelchair users that are now universally appreciated by parents with prams, travellers with suitcases, or cyclists hopping off at crossings. Inclusive design creates unexpected value in places you may not have planned for.
It also pushes teams to think differently, to question assumptions, consider edge cases, and build more empathetic, human-centred solutions.
Just make it usable, people like things that are usable!
Accessibility is a driver of innovation. Email, for example, was originally developed as a communication tool for people with disabilities. It’s now an essential part of modern life and business. What began as a specialist solution became a global standard. Why? because it’s usable, simple!
Captions were created for deaf and hard-of-hearing viewers. Now, they’re widely used in noisy public places, on social media, and by people watching content in a second language. Inclusive design adapts to how people actually live and not how we expect them to.
It’s good, but is it accessible?
At Piquant we have prioritised accessibility in our work for over a number years ago due to our work with government and education clients, and in line with our own values. When reviewing work the question would often be asked ‘ It’s good, but is it accessible?’ Over time we came to understand that it can only be ‘good’ when it is accessible. Good design is accessible! Understanding this has made us better designers and communicators.
It’s not for them, it’s for us!
In Ireland most disabilities are acquired, meaning disability develops during a person's lifetime as a result of an accident or illness. If you are fortunate enough to live into old age, the chances are, you will acquire a disability of some sort. Just look at your parents or grandparents, few families haven’t encountered mobility challenges, changes in vision, or reduced hearing. It’s not an exception, it’s simply part of life.
An opportunity to reimagine how you engage with your audience
Instead of seeing the EAA as another box to tick, we should use it as a moment to pause and ask the question, Are we truly connecting with all of our audiences?
Back in 2001, Tesco worked with the RNIB to make their online grocery site more accessible with simpler navigation, clearer links and less clutter. The result, It didn’t just help blind and partially sighted customers. It made the site better for everyone and drove a 350% jump in online sales.
Big corporations have understood this for years: designing for the widest possible audience isn’t just the right thing to do, it’s smart business.
Accessible by design. Better by default.
The European Accessibility Act isn’t just a legal requirement, it’s an invitation. An invitation to deliver for the real, diverse world we live in. To build digital spaces and brands that are clearer, stronger, and more inclusive by default.
At Piquant, we believe the future belongs to organisations and brands who embrace accessibility, not as an obligation, but as a superpower. Are you ready to reimagine how you connect with your audience?
