Visual appeals in marketing communication influence consumption behavior and consumer wellbeing. When investigating and optimizing marketing techniques it is important to consider the capabilities and needs of the whole population to decrease the actual or perceived mismatch between a viewer and the visual appeal of the designed object, environment and/or communication. Furthermore, the visual marketing methods cannot be seen isolated from the context defined by the digital context. Today we encounter visual appeals either in static formats or dynamic formats or interactive formats and  in 2D, 3D, augmented reality (AR), virtual, reality (VR) contexts, and offline and online via digital ads, email marketing, e-commerce, life streaming platforms, social media marketing, etc.  It is the long-term objective of this project to investigate how visual (digital) marketing appeals can contribute to inclusive marketing practices.