Clear language
This helps:
- people in a hurry – simply written content is easier to scan and absorb instantly
- cognitive impairments – easy to understand words and sentences need less cognition
- visual impairments – short and simple sentences convey meaning in a smaller visual field
- motor impairments – it's less tiring when you can understand what you read quickly
Guidelines
Specialist terms
Words to avoid
Plain English
Make content clear and understandable, to open the web up for users with different literacy levels and access challenges.
WCAG states that "using the clearest and simplest language appropriate is highly desirable."
The United Nations recommends plain language for communications.
1. Choose easy and short words not formal, long ones.
Use ‘buy’ instead of ‘purchase’, ‘help’ instead of ‘assist’, and ‘about’ instead of ‘approximately’.
Write for the reading comprehension of a 9 year old. This helps you reach the most users and makes your content easy to scan.
2. Jargon and buzzwords are unlikely to be clear language.
Often, these words are too general and vague and can lead to misinterpretation or empty, meaningless text. Avoid them. Instead, think about what the term actually means and describe that. Be open and specific.
Example:
"Let's touch base in 10 and do some blue sky thinking." This uses jargon.
"Let's meet in 10 minutes to think of some ideas." Conveys same meaning using clear language.
3. Write conversationally.
Picture your audience and write as if you were talking directly to them, with the authority of someone who can help and inform.
4. Test your content with users
What is 'plain' for one person may not be for someone else.
Usability evidence for plain English
Guideline 3.1 Readable: Make text content readable and understandable., Web Content Accessibility Guidelines (WCAG) 2.0, 2008.
'Convention on the Rights of Persons with Disabilities', page 4 Article 2, Definitions, The United Nations Convention on the Rights of Persons with Disabilities, 2018.
'Plain Language Is for Everyone, Even Experts', H. Loranger, Nielsen Norman Group, 2017
'The Public Speaks: An Empirical Study of Legal Communication', C. R. Trudeau in 14 Scribes J. Leg. Writing 121 2012
'Strengthening plain language', International Plain Language Federation. Undated.
Plain Language Commission style guide, Plain Language Commission, 2011
'The principles of readability', Impact Information, William H. DuBay, 2004
Plain language entry, Wikipedia, last updated 2018
Simple sentences
1. Make your average sentence 15 words long.
The maximum sentence length we would recommend for easy comprehension is 25 words.
You can split longer sentences up into 2 or 3 or restructure the content with bullet points to make meaning clearer for users.
2. Avoid complex sentence structures.
They are less easy to comprehend quickly. Understanding them requires more cognitive effort than simple sentences.
Complexity depends on:
- number of clauses in a sentence, the more clauses the more complex it is
- distribution of associated words across the sentence – how easily can the brain 'parse a phrase': recognise, connect and comprehend words that together convey meaning
Example:
"The red fox jumped over the gate." – easier to understand
"The fox, which was red, over the gate jumped." – harder to understand
Usability evidence for simple sentences
"People with some learning disabilities read letter for letter – they do not bounce around like other users. They also cannot fully understand a sentence if it’s too long. People with moderate learning disabilities can understand sentences of 5 to 8 words without difficulty. By using common words we can help all users understand sentences of around 25 words." GOV.UK
The Oxford Guide to Plain English recommends 15–20 words per sentence. It also says: "…if you regularly exceed 40 words, you’ll certainly weary and deter your readers."
Jyoti Sanyal, author of 'Indlish' said: "Based on several studies, press associations in the USA have laid down a readability table. Their survey shows readers find sentences of 8 words or less very easy to read; 11 words, easy; 14 words fairly easy; 17 words standard; 21 words fairly difficult; 25 words difficult and 29 words or more, very difficult."
Author Ann Wylie said: "When the average sentence length in a piece was fewer than 8 words long, readers understood 100% of the story. At 14 words, they could comprehend more than 90% of the information. But move up to 43-word sentences and comprehension dropped below 10 percent."
Writing for GOV.UK, UK Government website
'Sentence length: why 25 words is our limit', Inside GOV.UK, UK Government blog, 2014
'Content design', Sarah Richards, 2017
'The role of word difficulty and sentence length in text comprehension', T. M. Duffy and P. K. U'Ren, 1982
'The Influence of Semantics and Syntax on What Readers Remember', C. S. Isakson and J. H. Spyridakis, 1999
'How the brain attunes to sentence processing: Relating behavior, structure, and function', A. Fengler, L. Meyer, A. D. Friederici, National Center for Biotechnology Information
'Functional Analysis of Clause Complex in the Language of News Websites Texts: A Comparative Study of Two Articles', F. M. S. Eid, International Journal of Scientific and Research Publications, Volume 6, Issue 6, June 2016
Reading Level, Understanding SC 3.1.5, WCAG, 2008
'Readability Assessment of Internet-Based Consumer Health Information', T. M. Walsh and T. A. Volsko in Respiratory Care October 2008, 53 (10) 1310-1315
'The research basis of plain language techniques: Implications for establishing standards', Karen Schriver, PhD, Dr. A. L. Cheek, M. Mercer, Center for Plain Language, November 20, 2008, Mexico City
'Readability Levels of Health-Based Websites: From Content to Comprehension', M. Schutten, A. McFarland, PhD, International Electronic Journal of Health Education, 2009, 12:99-107
'Writing smaller', Clarity Journal no. 63, 2010
Plain Language Commission style guide, 2012
'Shorter Lines Facilitate Reading in Those Who Struggle', Matthew H. Schneps , Jenny M. Thomson, Gerhard Sonnert, Marc Pomplun, Chen Chen, Amanda Heffner-Wong, 2013
'Towards a better measure of readability: Explanation of empirical performance results', Leslie A. Olsen & Rod Johnson, Taylor & Francis Group, 2015
'What is plain language?', Plain Language Association International, 2015
Text complexity, ATOS, and Lexile® Measures, Renaissance Learning, 2016
'How to use Yoast SEO: The readability analysis?' Edwin Toonen, Yoast, 2018
The Crystal Mark standard Plain English Campaign, undated
Here's some sector specific guidance:
Legal
Medical
Financial