🧠 Knowledge Base

Plain Language Principles: Clarity by Design

Explanation

What it is

Plain Language Principles form a framework for clear, accessible communication.

They prioritise simple sentence structures, familiar words, and logical organisation so that content can be easily understood by its intended audience.

The goal is not simplification for its own sake, but precision that enhances comprehension and usability.

When to use it

  • When writing policies, user documentation, or public-facing content.
  • When information complexity risks confusion or misinterpretation.
  • When teams need to ensure consistency in tone, terminology, and accessibility.

Why it matters

Plain language improves understanding, reduces cognitive load, and increases trust between communicator and reader.

It supports compliance with accessibility standards, strengthens institutional credibility, and ensures that vital information — whether instructional, legal, or procedural — can be acted upon without ambiguity.

Definitions

Plain Language

Communication that is clear, concise, and well-structured so the audience can easily find, understand, and use the information.

Readability

The ease with which text can be understood, influenced by vocabulary, sentence length, and structure.

Active Voice

A grammatical form where the subject performs the action, improving clarity and engagement.

Jargon

Specialised or technical language that can obscure meaning for general audiences.

Accessibility

The practice of designing communication that is usable by as many people as possible, including those with disabilities or limited literacy.

Canonical Sources

Notes & Caveats

  • Plain language is not about dumbing down content — it’s about making meaning transparent.
  • Cultural context affects what counts as “plain”; local idioms or formality levels may differ.
  • Technical precision should be retained where necessary; clarity does not mean oversimplification.
  • Formatting (headings, lists, typography) is integral to comprehension, not a cosmetic concern.

Objective

To create documents, interfaces, or communications that convey essential information clearly and efficiently, enabling all readers to understand and act without confusion or misinterpretation.

Steps

  1. Define the audience
    Identify who will read or use the content and what they already know.
  2. Clarify the purpose
    Decide what action or understanding you want to achieve.
  3. Structure logically
    Use clear headings, bullet points, and short paragraphs to create visual order.
  4. Use plain words and active voice
    Replace jargon and passive phrasing with direct, familiar expressions.
  5. Test for comprehension
    Run readability checks, peer reviews, or user tests to validate clarity.
  6. Revise ruthlessly
    Cut redundant phrases, tighten sentences, and confirm that every word earns its place.

Tips

  • Write as you would speak — but with precision, not casualness.
  • Use examples or analogies to simplify abstract ideas.
  • Maintain consistent terminology throughout.
  • Read aloud: awkward sentences often reveal themselves through sound.

Pitfalls

Over-simplifying and losing accuracy

Retain key details; focus on clarity, not brevity alone.

Using jargon or acronyms without explanation

Define terms on first use or link to definitions.

Ignoring layout and design

Structure text visually for scanning and hierarchy.

Assuming comprehension

Always test drafts with real users or representative readers.

Acceptance criteria

  • Information can be understood on first reading by its intended audience.
  • Document passes readability and accessibility standards (e.g., Flesch–Kincaid, WCAG 2.1).
  • Peer or user feedback confirms clarity and tone suitability.
  • Revisions are documented and traceable through version control or editorial workflow.

Scenario

  • A government department is publishing new online guidance about applying for small business grants.
  • The information spans multiple eligibility categories, forms, and deadlines.
  • Past versions were written in bureaucratic language, causing high enquiry volumes and low completion rates.
  • A content designer is tasked with rewriting the material using Plain Language Principles to improve accessibility and reduce user frustration.

Walkthrough

Decision Point

Should the content team prioritise speed of publication or clarity of communication?

Rationale
Rushed updates may meet deadlines but perpetuate confusion; applying Plain Language Principles ensures long-term trust and usability.

Input/Output

Input

  • Original policy text (legal draft, internal briefing notes).
  • Feedback from customer service about recurring user misunderstandings.
  • Analytics showing high bounce and error rates on application forms.

Output

  • Revised web pages structured for scannability and comprehension.
  • Updated FAQs and call scripts aligned with the same tone and terminology.

Action

  1. Audit existing content for jargon, redundant clauses, and passive phrasing.
  2. Rewrite sentences in active voice using familiar terms (e.g., “You must send your proof of address” instead of “Proof of address must be submitted”).
  3. Organise information by user journey (before applying, during, after).
  4. Use bullet points and short paragraphs to aid scanning.
  5. Validate language and structure through readability testing and user feedback.
  6. Publish with accessibility tags, meaningful headings, and alt text.

Error Handling

Issue
Policy team insists on retaining dense legal phrasing.
Resolution
Maintain legal precision in annexes; provide plain-language summaries upfront.

Issue
Inconsistent tone across multiple pages.
Resolution
Create a style guide excerpt to enforce consistent terminology and tone of voice.

Issue
Users misinterpret instructions even after revision.
Resolution
Conduct live tests and iterate wording until success rate exceeds 90%.

Closure

The final content set passes readability thresholds, aligns with accessibility standards (WCAG 2.1 AA), and reduces dependency on call-centre support.

The revised tone and layout improve user trust and perceived transparency of the government’s process.

Result

  • Before → After Delta:
    • Average time-to-completion: ↓ 30%
    • Support enquiries: ↓ 45%
    • User satisfaction (surveyed clarity score): ↑ from 62% to 88%
  • Artefact Snapshot
    “SME Grants Application Guidance — v3.0 (Plain Language Edition)” stored in the department’s content management system with version log and readability metrics.

Variations

  • If legal constraints are strict
    Provide layered access — plain summary first, followed by full legal text.
  • If the audience is multilingual
    Pair plain English with translation-ready templates and avoid idioms.
  • If internal resistance persists
    Pilot the approach on one policy area, then scale once results are measurable.