Plain language aims to make information accessible for all people by using clear, straightforward language and design. It helps people find what they need, understand what they find, and use information to meet their goals. Plain language benefits those with low literacy, cognitive disabilities, or who don't read English well. Over 40% of American adults have below-proficient literacy. Effective plain language uses simple words, short sentences and paragraphs, logical organization, and design elements like lists and white space to support reading. It is an iterative process that simplifies content through usability testing and feedback.
1. Plain language:
accessibility for information
Whitney Quesenbery
WQusability.com | Center for Civic Design
Twitter: @whitneyq | @civicdesign | @awebforeveryone
www.slideshare.net/whitneyq/plain-language-is-accessibility-for-content
3. What is plain language?
Information in plain language helps
people
find what they need
understand what they find
and use it to meet their own goals
Plain language speaks to the readers,
using words they understand.
4. Plain language helps...
People who don't read English well
People with cognitive disabilities
People who with low literacy
44% of Americans don’t read well.
National Assessment of Adult Literacy
5. People read with different levels of
literacy
Below basic – only the most
simple and concrete reading skills
Basic – able to manage everyday
tasks
Intermediate – moderately
challenging activities like
consulting reference material
Proficient – interpreting text,
comparing viewpoints
U.S. National Assessment of Adult Literacy http://nces.ed.gov/naal/kf_demographics.asp
6. A right to understand
Sandra Fisher-Martins “The Right to Understand”at TEDx O’Porto -www.youtube.com/watch?v=tP2y0vU7EG8
Transcript: http://rosenfeldmedia.com/a-web-for-everyone/plain-language-accessibility-for-information/
7. Plain language is accessibility for
cognitive disabilities
Many barriers to cognitive accessibility are
the same as usability problems for general
audience…but more severe.
- Clayton Lewis
14. People can read, understand, and use the information
• Write for your audience.
• Follow plain language guidelines for writing content.
• Write sentences and paragraphs for easy scanning.
• Support users through their tasks.
• Structure the whole page for scanning and comprehension.
• Write helpful links.
• Use language your audience is familiar with, or provide
definitions.
• Provide plain language summaries of complex content.
• Don’t rely on readability formulas.
• Usability test your content.
Accessible UX Guidelines and a cross-reference to WCAG 2.0
http://rosenfeldmedia.com/books/a-web-for-everyone/resources/
Accessible UX content guidelines for
Plain language: creates a converation
15. Attention Customers:
Vegetation Management Work
In accordance with Section 14:5-9.67 of the New Jersey
Administrative Code, this notice is to advise you of planned
vegetation management activity on transmission rights-of-way in
your area. If there is work to be performed on your property, a
representative authorized by Jersey Central Power & Light will notify
you of the necessary work.
Our qualified tree contractor(s) will be sent out to maintain the
vegetation. This work is necessary to enhance reliable electric
service. All our methods and applications are approved, consistent
with industry standards, environmentally sound, and performed in
accordance with New Jersey Board of Public Utilities' regulatoins
referenced above.
16. 5 guidelines
• Write for your audience
• Organize information logically
• Write for action
• Short words, sentences, paragraphs
• Design for reading
17. 1. Write for the
audience
Speak to them
in their words
about their tasks
18. Use simple, everyday words
Description Of Service
The Site is an online community which enables photographers and graphic artists to
post photographs and images, share comments, opinions and ideas, promote their
work, participate in contests and promotions, and access and/or purchase services
from time to time made available on the Site (“Services”). Services include, but are
not limited to, any service and/or content 500px makes available to or performs for
you, as well as the offering of any materials displayed, transmitted or performed on
the Site or through the Services. Content (“Content”) includes, but is not limited to
text, user comments, messages, information, data, graphics, news articles,
photographs, images, illustrations, and software.
Your access to and use of the Site may be interrupted from time to time as a result
of equipment malfunction, updating, maintenance or repair of the Site or any other
reason within or outside the control of 500px. 500px reserves the right to suspend
or discontinue the availability of the Site and/or any Service and/or remove any
Content at any time at its sole discretion and without prior notice. 500px may also
impose limits on certain features and Services or restrict your access to parts of or
all of the Site and the Services without notice or liability. The Site should not be
used or relied upon for storage of your photographs and images and you are
directed to retain your own copies of all Content posted on the Site.
19. Write directly to the readers
Vote Early – The Registrar of
Voters office is open as a polling
place for the November 5, 2013
Election, beginning on Monday,
October 7, 2013 through
Tuesday, November 5, 2013. You
may vote a vote-by-mail ballot
at the Registrar of Voters office.
Vote early in person
You may vote early at Registrar of
Voters office, or at the voting
centers listed on page 5.
October 7 through November 5
Monday – Friday, 8am to 5pm
Registrar of Voters
4321 Franklin Avenue
.
20. ... Even when the reader is a only
indirectly "you"
§ 408.315. Who may sign your application?
(a) When you must sign. If you are mentally competent, and physically
able to do so, you must sign your own application.
(b) When someone else may sign for you. (1) If you are mentally
incompetent, or physically unable to sign, your application may be
signed by a court-appointed representative or a person who is
responsible for your care, including a relative. If you are in the care of
an institution, the manager or principal officer of the institution may sign
your application.
(2) If it is necessary to protect you from losing benefits and there is
good cause why you could not sign the application, we may accept an
application signed by someone other than you or a person described in
paragraph (b)(1) of this section.
23. Get ready:
Establish context and requirements
The page says:
Online Registration Renewal
A simple 4-step process.
1. Enter vehicle registration
2. Enter owner information
3. Pay fees
4. Provide feedback (optional)
Make sure you have the following ready:
• Your registration renewal form
• Your Social Security Number (SSN)
• Your Insurance Identification Card
• A valid credit card
4 images show cards for Visa, Mastercard,
American Express, Discover
Identify the number
of steps or process
Tell people what they
will need
24. Table of contents
Provide a roadmap
Let readers know what to
expect.
Show how information is
organized.
26. Write in bites, snacks and meals
Bite: Shortest
possible
information
Snack: Summary, with
enough information for an
experienced voters
Meal: Full details or instructions
27. Include both overview and details
Level Where in the Guide Example
Bite Cover General Election
Tuesday, November 4, 2014
Polls are open from 7am to 8pm
Snack Three ways to vote
page
Vote in person at the polls
Polls are open on Election Day, November 4, from
7am to 8pm
The location of your polling place is printed on the
front cover of this guide.
Or, you can look up your polling place:
• On the web: www.franklinvotes.org
• Using the automated phone service: 1-222-555-
1216
Meal Detailed
instructions on
page 6
How to vote in person at the polls
[ instructions on the voting process and how to
mark the ballot ]
28. Starts with a "bite"
Active headings
Lists
"If" options before "then"
actions
Links to action in each
section
Design to Read: Guidelines for People Who Do Not Read Easily
http://uxpamagazine.org/people_who_do_not_read_easily/
This page has been replaced with:
https://www.gov.uk/carers-allowance/eligibility
30. Write headings as questions or
active instructions
Heading
Style
Example Why it works
Question What is the last day to request
a vote-by-mail-ballot?
Suggests a question that voters ask
Quasi-
Question
How to request a vote-by-mail
ballot
Suggests what the question the
text will answer
Instruction Request a vote-by-mail ballot
by October 29
Provides the answer to an implicit
question
32. First things first
Put instructions in the right order
Draw a triangle on top of an upside down “T”
33. First things first
Put instructions in the right order
Draw a triangle on top of an upside down “T”
Did you draw a pine tree or a wine glass?
34. Be positive
How much are the annual tuition fees at this
university?
A typical three-year degree at £3,000 a year
adds up to to £9,000 – a hefty sum that doesn’t
include living costs....
The fees at the Open University are one third of
the tpical costs at other univerisities (on
average to £3,046 compared with £9,000...
Universities will be able to charge up to £3,000 for
annual tuition fees and the government is
predicting that average levels of student debt will
be around £15,000 for those entering higher
education next year...
35. 4. Keep the text
as short as
possible
Short words
Short sentences
Short paragraphs
36. Use summaries for key points
This example is from http://www.cancer.gov/cancertopics/factsheet/Sites-Types/bone
37. How to vote
(1) Mark only with a writing instrument provided by the board of
elections.
(2) To vote for a candidate whose name is printed on this ballot fill in the
(insert oval or square, as applicable) above or next to the name of the
candidate.
(3) To vote for a person whose name is not printed on this ballot write or
stamp his or her name in the space labeled “write-in” that appears
(insert at the bottom of the column, the end of the row or at the bottom
of the candidate names, as applicable) for such office (and, if required
by the voting system in use at such election, the instructions shall also
include “and fill in the (insert oval or square, as applicable)
corresponding with the write-in space in which you have written in a
name”).
(4) To vote yes or no on a proposal, if any, that appears on the (indicate
where on the ballot the proposal may appear) fill in the (insert oval or
square, as applicable) that corresponds to your vote.
(5) Any other mark or writing, or any erasure made on this ballot outside
the voting squares or blank spaces provided for voting will void this
entire ballot.
(6) Do not overvote. If you select a greater number of candidates than
there are vacancies to be filled, your ballot will be void for that public
office, party position or proposal.
(7) If you tear, or deface, or wrongly mark this ballot, return it and obtain
another. Do not attempt to correct mistakes on the ballot by making
erasures or cross outs. Erasures or cross outs may invalidate all or part
of your ballot. Prior to submitting your ballot, if you make a mistake in
completing the ballot or wish to change your ballot choices, you may
obtain and complete a new ballot. You have a right to a replacement
ballot upon return of the original ballot.
(8) After completing your ballot, insert it into the ballot scanner and wait
for the notice that your ballot has been successfully scanned. If no such
notice appears, seek the assistance of an election inspector.
38. How to vote (another try)
Instructions
Mark the oval to the left of the name of your choice.
To vote for a candidate whose name is not printed on the ballot, print the nameclearly in the
box labeled 'write-in', staying within the box.
Do not make any marks outside the spaces provided for voting. If you do, your ballot may
not count.
The number of choices is listed for each contest. Do not mark the ballot for more candidates
than allowed. If you do, your vote in that contest will not count.
If you make a mistake, or want to change your vote, ask a poll worker for a new ballot.
41. Let lists be lists Good information
design supports
good
accessibility
The most
important
information in this
email is buried in a
massive,
parenthetical
sentence.
Hello.
From time to time we update our agreement governing the use of Square's payment
processing services, Square Reader, and Square Register. We're writing to inform you
of a few changes recently incorporated into this agreement.
Click here to read the updated Seller Agreement.
The vast majority of changes result from either reorganization, clarification of
language, the deletion of duplicative text, or other aesthetic changes, although there
are a few substantive modifications. (See, for example, Section 6 [Your Square
Account], Section 7 [Our Role], Section 12 [Applicable Network Rules], Section 15(a)
[Access to Square Account Funds], Section 15(b) [Right to Setoff], Section 16 [Payout
Schedule], Section 24 [Taxes], Section 36 [Disclosures and Notices], Section 47
[Representation and Warranties], and Section 49b [Third Party Products].)
The updated agreement will take effect on June 9, 2013. If you continue to use our
services after June 9, 2013, you agree to the terms of the new agreement. You will be
able to access the previous version of the agreement for the next thirty days.
Thanks,
The Square Team
squareup.com
Email from square.com and link to https://squareup.com/legal/seller-agreement
42. Use typography to support reading
Do
Have enough space between lines
Make the font big enough (12pts +)
Don't
Use centered text (even on headings)
Use all capital letters
43. Use layout to convey content
Layout can communicate the type of content on a page
Layout can differentiate page types from one another
44. Good layout makes information
seem simpler
"Simpler. Takes time to read."
"Clear headings. More space.
Less of a pitch and more facts."
"I just want to focus on the
priorities, not so much about
who they are."
"Less words, more info per
page."
"Good layout vs. blocks of text."
"Easy to read. Names and
information are separated so
you can read each one."
46. Untangling information
What is it trying to say?
Put the information in the right order
Adjust typography
Simplify words
Use active phrasing
47. NOTICE
If you tear, deface, or make a mistake and wrongfully mark any ballot,
you must return it to the election bard and receive a new ballot or set of ballots.
To vote for a person whose name is printed on the ballot, darken the oval at the left of the person’s name. To vote for a person whose name is not printed on the ballot,
write the person’s name in the blank space, if any is provided, and darken the oval to the left.
TO VOTE, DARKEN THE OVAL NEXT TO YOUR CHOICE, LIKE THIS
TO VOTE, DARKEN THE OVAL NEXT TO YOUR CHOICE, LIKE THIS
To vote for a person whose name is printed on the ballot, darken the oval at the left of the person’s name.
To vote for a person whose name is printed on the ballot, darken the oval at the left of the person’s name. To vote for a person whose name is not
printed on the ballot, write the person’s name in the blank space, if any is provided, and darken the oval to the left.
If you tear, deface, or make a mistake and wrongfully mark any ballot,
you must return it to the election board and receive a new ballot or set of ballots
1. Put the instructions in a logical order
To vote, darken the oval next to your choice, like this:
To vote for a person whose name is printed on the ballot, darken the oval at the left of the person’s name.
To vote for a person whose name is not printed on the ballot, write the person’s name in the blank space, if any is provided, and darken the oval to the
left.
If you tear, deface, or make a mistake and wrongfully mark any ballot, you must return it to the election board and receive a new ballot or set of ballots
2. Adjust typography – no capital letters, highlight important information
48. To vote, fill in the oval next to your choice, like this:
To vote for a person whose name is printed on the ballot, fill in the oval at the left of the person’s name.
To vote for a person whose name is not on the ballot, write the person’s name in the blank space, and fill in the oval next to it.
If you make a mistake marking your ballot, return it to the election board and receive a new ballot or set of ballots.
3. Simplify phrases to use common words
To vote, fill in the oval next to your choice, like this:
To vote for a person whose name is not on the ballot, write the person’s name in the blank space, and fill in the oval next to it.
If you make a mistake marking your ballot, ask a poll worker for a new ballot.
4. Continue simplifying and using active phrasing
To vote, fill in the oval next to your choice, like this:
To vote for a person whose name is not on the ballot, write the person’s name in the blank space, and fill in
the oval next to it.
If you make a mistake marking your ballot, ask a poll worker for a new ballot.
5. Make the text large enough to see
49. Attention Customers:
Vegetation Management Work
In accordance with Section 14:5-9.67 of the New Jersey
Administrative Code, this notice is to advise you of planned
vegetation management activity on transmission rights-of-way in
your area. If there is work to be performed on your property, a
representative authorized by Jersey Central Power & Light will notify
you of the necessary work.
Our qualified tree contractor(s) will be sent out to maintain the
vegetation. This work is necessary to enhance reliable electric
service. All our methods and applications are approved, consistent
with industry standards, environmentally sound, and performed in
accordance with New Jersey Board of Public Utilities' regulatoins
referenced above.
51. Myth:
“My audience doesn’t need plain language”
Teens
Write simply, using
words that are
common to your
readers’ vocabulary
Be concise and get to
the point
Make the content
apply to personal and
cultural experiences
Older adults
Use words that most
older adults know
Write in plain
language with short,
simple and
straightforward
sentences
Low literacy
Put the most important
information first
Write text with a simple
sentence structure
Keep pages, paragraphs,
sentences short
Teenagers on the Web www.nngroup.com/reports/teens/
Designing Web Sites for Older Adults, http://www.redish.net/articles-slides/articles-slides-older-adults
Work with low literacy web users www.stc.org/intercom/pdfs/2004/200406_19-23.pdf
But compare these guidelines for different audiences
52. Myth:
“People can’t tell the difference”
9
82
9
0 10 20 30 40 50 60 70 80 90
No preference
Plain language version
Traditional version
Preference for style of instructions
(% of participants)
Report of Findings: Use of Language in Ballot Instructions, NIST IR 7556
53. Myth:
My information can’t be expressed in plain
language
Information can be
technically accurate,
interesting and well written
appropriate to the audience
and also
clear and understandable
54. Plain language resources
Federal Plain Language Guidelines
http://www.plainlanguage.gov/
SEC Plain Language Handbook
http://www.sec.gov/pdf/handbook.pdf
How to write clearly – European Commission
http://ec.europa.eu/translation/writing/clear_writ
ing/how_to_write_clearly_en.pdf
LinkedIn
Grouphttp://www.linkedin.com/groups/Plain-
Language-Advocates-
158634?trk=myg_ugrp_ovr
Letting Go of the Words
by Janice (Ginny) Redish
55. Get in touch!
Whitney Quesenbery
whitneyq@civicdesign.org
@whitneyq
civicdesign.org
@civicdesign
Notes de l'éditeur
Examples of information that is not plain are all around us. I found this sign hanging over the mail drop in a post office near DC.
What does it mean?
I think it’s trying to say “Please bring any heavy letters to the window so we can check them with you. Otherwise, we will have to open it to see if there is anything dangerous inside. Your mail will be delayed, and it costs us something, too.”
The image shows a bar graph with the number of people at each level of literacy defined by the US National Assessment of
Adult Literacy:
Below Basic: 30 million people or 14%
Basic: 63 million people, or 29%
Intermediate: 95 million people, or 45%
Proficient: 28 million people, or 13%
Literacy
Careful reading
Don’t know the language or how to read it
Cognitive disabilities may affect a person’s ability to process information:
Remember and recall
Read information
Process information
Make choices
Most government offices have a collection of form letters like this. And they often spend a lot of time explaining their explanations. It’s not really anyone’s fault. Often the regulations or laws are complicated.
At the Washington State Department of Labor and Industries, 10% of their calls used to be questions about procedures. When they created new letters and accompanying fact sheets, the number of calls dropped do 1%.
They made three big changes:
Spoke directly the person in the letter
Showed the steps in the process (and options) in a list
Added a fact sheet with answers to the questions they spent the most time answering
Notice that the fact sheet isn’t that fancy. It’s printed on regular paper.
And... it's not a letter
It also focused on how to create a successful records request
- what the department needs
- what it costs
- information already available on the web site
In other words, it answers the questions that people have, providing clear, concise instructions
This flyer about making a claim under disability insurance isn’t too bad.
It’s not too long and mostly uses words people will understand.
But let’s look at what happened when they revised it.
Same trifold. Same printing costs, but so much clearer, with different types of information grouped sensibly.
It even takes the same amount of space, but it’s fewer words.
Same brochure, but fewer, clearer words, and helpful information design.
Process shown clearly
Revised absentee ballot instructions for Minnesota after 2010.
Shows process
What things are easy to have at hand?
What questions can be answer easily?
The Key Points:
Cancer that starts in the bone is uncommon.
Pain is the most common symptom of bone cancer.
Surgery is the usual treatment for bone cancer.
With modern surgical techniques, 9 out of 10 people who have bone cancer in an arm or leg may not need amputation.
Because bone cancer can come back after treatment, regular follow-up visits are important.
People with bone cancer are encouraged to enroll in clinical trials (research studies) that explore new treatments.
This is 356 words of instructions for how to vote.
This proposed version is only 106 words, and a picture.
The letter says:
Hello.
From time to time we update our agreement governing the use of Square's payment processing services, Square Reader, and Square Register. We're writing to inform you of a few changes recently incorporated into this agreement.
Click here to read the updated Seller Agreement.
The vast majority of changes result from either reorganization, clarification of language, the deletion of duplicative text, or other aesthetic changes, although there are a few substantive modifications. (See, for example, Section 6 [Your Square Account], Section 7 [Our Role], Section 12 [Applicable Network Rules], Section 15(a) [Access to Square Account Funds], Section 15(b) [Right to Setoff], Section 16 [Payout Schedule], Section 24 [Taxes], Section 36 [Disclosures and Notices], Section 47 [Representation and Warranties], and Section 49b [Third Party Products].)
The updated agreement will take effect on June 9, 2013. If you continue to use our services after June 9, 2013, you agree to the terms of the new agreement. You will be able to access the previous version of the agreement for the next thirty days.
Thanks,
The Square Team
squareup.com
“These are the top five pages selected by participants”
Each step is an improvement.
It can be done incrementally
It can be done with your own staff
Within the law