Human-Centered Design: More Than Skin Deep

When we think about human-centered design, we often focus on visible attributes, like skin color. For designers and creatives, embracing the full spectrum of human experience means considering aspects like hair texture and color, body types, cultural practices, emotional and other needs for accessibility. With a more holistic approach of universal design practices, we can create more meaningful, inclusive, and ultimately impactful work. Human-centered design is an approach to problem-solving that prioritizes the needs, behaviors, and experiences of the people who will be the website or product – a design philosophy that emphasizes understanding the human perspective throughout the entire design process. 

When designs reflect the rich diversity of your audience, they resonate on a deeper level. This isn’t just about being politically correct; it’s about fostering genuine connection and trust. Consumers — whether they’re viewing an ad campaign, navigating a website, or using a product — feel seen and valued when their unique characteristics are thoughtfully included. And when your audience feels understood, engagement and loyalty follow.

But achieving this isn’t as simple as adding different skin tones to your visuals. Here’s where the nuances of human-centered design come in.

1. Hair Texture and Styling

Hair is an incredibly personal and cultural identifier. Think about the range of textures — from tightly coiled curls to pin-straight strands — and the variety of styles rooted in cultural traditions, like braids, locs, or turbans.  Research styles and consult the communities and be sensitive to their cultural significance.  Be mindful of context and don’t use anything purely for aesthetic appeal. Using cultural hairstyles without context can feel like appropriation and tokenizing representation rather than appreciation. For example, showing African Americans only with afro hairstyles can reduce these rich cultural symbols to a stereotype, failing to acknowledge their significance.

Locs, for example, are more than just a hairstyle; they carry cultural, spiritual, and historical significance. It’s important to show how locs can be styled in various ways while respecting their deeper meaning. 

We created an ad with an African American girl who had styled locs, and we made sure her hairstyle was depicted authentically and accurately. This not only reflects a genuine appreciation of the culture but also ensures that your design builds trust and respect.

Accurate representation — especially in something as visible as hair — can foster pride and a sense of belonging, especially for young African American girls who may rarely see their hair depicted in an authentic, respectful way. For designers, this is a small detail with a big impact on how your work resonates with the audience.

Pro Tip: If you’re creating illustrations, stock photography, or characters for animation, take the time to depict authentic hair textures and styles. This small detail can make a big impact.

2. Body Types and Abilities

The world isn’t one-size-fits-all. From clothing design to website accessibility, considering diverse body types and physical abilities is essential. Designing for different shapes, mobility levels, and abilities isn’t just inclusive — it’s innovative. It opens the door for broader usability and appeal.

Pro Tip: Ensure your designs are adaptable. For instance, fashion lines that cater to a range of sizes or digital interfaces that work seamlessly with assistive technologies can reach a wider audience.

3. Cultural Symbols and Practices

Symbols, colors, and even patterns hold different meanings across cultures. Understanding and respecting these nuances can help you avoid unintentional faux pas while celebrating global diversity.

Pro Tip: Research is your best friend. Conduct secondary research from well accredited sources and collaborate with cultural consultants or tap into diverse focus groups to ensure your designs resonate authentically.

4. Language and Expression

Words matter, and so do the ways they’re expressed. Dialects, slang, and linguistic nuances reflect cultural identity. When designing for global audiences, adapt language and tone to match regional and cultural norms.

Pro Tip: When localizing content, consider hiring native speakers or cultural experts to ensure your message is both accurate and impactful.

5. Inclusive Technology

From emojis to augmented reality, tech-driven designs often lack representation for diverse users. Inclusive technology isn’t just about adding a few more options; it’s about creating an experience that authentically reflects the range of human identities, abilities, and experiences. For example, gender-neutral avatars and skin tones in digital art tools help to make digital platforms feel more welcoming to people of all backgrounds.

Incorporating inclusivity into technology means considering not just appearance but also functionality. Apple’s Memojis, for instance, let users create personalized avatars with a variety of skin tones, hairstyles, and accessories, empowering people to see themselves in the digital world.

A prime example in the entertainment space is Disney’s Encanto, which beautifully showcases the diversity of hair textures, from tightly coiled curls to wavy and straight styles. The film’s character designs offer an inspiring representation of how to celebrate natural hair in animation, adding nuance to the portrayal of curly and coily hair textures.

In terms of body types, brands like Aerie have been a leader in creating inclusive advertising campaigns that showcase real, unretouched images of women in all body shapes and sizes. This not only promotes body positivity but also ensures that their customers can see themselves reflected in the brand.

Cultural symbols also have a place in inclusive technology. Google’s Doodles, which frequently celebrate holidays, historical figures, and cultural milestones from around the world, are a great example of how digital platforms can honor diversity through creative expression.

By integrating these diverse elements into tech-driven designs, you can create experiences that feel more relevant, empowering, and respectful of the wide spectrum of users.

Pro Tip: Always strive to make your digital experiences adaptable to various identities, backgrounds, and abilities. This inclusion not only improves user engagement but also deepens brand loyalty.

Pro Tip: Push tech boundaries by developing features that empower underrepresented groups. When you’re ahead of the curve, your work stands out.

By incorporating these diverse design considerations, you’re not just creating for today — you’re shaping the future. Diverse design builds:

• Brand Loyalty: Inclusive designs show customers you care about their unique identities.
• Market Reach: You’ll tap into audiences you might not have previously considered.
• Creative Innovation: Diversity challenges you to think outside the box, sparking fresh ideas and solutions.
• Reputation: As an advocate for inclusivity, your work becomes a benchmark for others to follow.

Ready to make your designs more inclusive? Here are a few resources to explore:

• Books: “Design for Real Life,” by Eric Meyer and Sara Wachter-Boettcher
• Color Contrast Checker: WebAIM has a ton of great accessibility resources; their color contrast checker is one of our favs!
• Courses: Inclusive design workshops on platforms like Skillshare or Coursera
• Communities: Join groups to connect and learn. 
  • Changing Perspectives – Supporting equity, inclusion, and social-emotional learning for all students.
  • Creative Reaction Lab – movement to design health and racially equitable communities
  • Queer Design Club – network of queer designers advocating for inclusive practices and visibility
• Stock Image Websites: Use inclusive stock image platforms like Nappy, TONL, or Mocha Stock that showcase authentic representations of people with diverse hairstyles.
• Tools: The A11Y Project for accessibility tips

Human-centered design is not just a moral imperative – it’s a creative opportunity. By thinking beyond skin color and embracing the full spectrum of human identity, you’re setting yourself apart as a forward-thinking designer. And most importantly, you’re contributing to a world where everyone feels seen, valued, and included.

Ready to take your designs to the next level with more human-centered design? Let’s make sure your website, branding, and digital experiences are truly inclusive. Reach out for a comprehensive audit of your site’s diversity and accessibility, or check out our case studies to see how we’ve helped other brands build more inclusive designs.

Start designing for a more inclusive tomorrow. Your audience – and your creativity – will thank you.