Why I am a plain language zealot

Our plain language principles

What we mean by plain language writing

Plain language writing focuses on readers and how they respond to a document (a document is anything that uses words – printed or web text). The aim is to make documents clear, concise and effective (by effective, we mean ‘achieves purpose’). We consider how the reader will encounter the document and how the document owner would like them to respond.

Plain language writing is not ‘dumbing down’. It is simply writing in a straightforward way so that readers can understand the message quickly and easily.

We see documents as communication or information products, and so often incorporate user testing before publishing. Just as we would for any other type of product.

We aim to craft communication products that are:

• useful – documents that provide information that users (readers) want; content that they can do something with.
• usable – users can easily find the information they need. And when they find it, they can easily understand and use it.
• desirable – documents should also be attractive and a pleasure to use.

To achieve these goals, we start with rigorous thinking about purpose, audience and message. We then structure the document in a way that makes good sense to users. A ‘point first’ structure that places the most important content at the start of the document is usually best. We also provide ‘talking headings’ to help the reader quickly scan the document. We then write the content using various plain language techniques such as using familiar words, crafting short single point sentences, and preferring the active voice over the passive.

In some ways, plain language writing is like looking through a shop window. When you look through a shop window, you don’t notice the glass – you are looking at the goods behind the glass. In the same way, readers should be interacting with the ideas in your document. They should not have to struggle with the words you use or the way you have put ideas together.