Why does plain language matter? This presentation explores what happens in people's heads when they use information and "plain language" strategies for helping them get their jobs done.

1. Why Plain Language? Thom Haller [email_address] www.thomhaller.com Executive Director Center for Plain Language www.centerforplainlanguage.org

3. Meet Thom: Why am I here?

7. For many years I built “communication products” nobody wanted to use 1990s now 1976 1980s Working for 3-letter acronym firms

8. Hmmmm… This makes me grumpy

11. Deliverable Use of Product/Site I noticed a problem with the process…. Timeline Hmmmm… There’s a disconnect…

12. Deliverable Use of Product/Site How can we keep our focus on what people want to DO?

13. I focused on how humans use information to support their goals Grant Wiggins and Jay McTighe (1999) Understanding by Design Content for DOING

14. I learned how we are often thwarted by the STRUCTURE of content

16. I began to apply systematic processes that supported analysis Evaluate Envision Analyze Design Develop Test ADDIE Model (Expanded)

17. It worked! User-focused products made people happy.

18. It worked! “ Thank you. Thank you. Thank you.”

19. 1990s 2000-now 1970s 1980s Meanwhile… Others were discovering that user-focused content WORKED Label change shows international shift and worldwide movement 60’s/70’s Voices Rise Against “Gobbletygook” 1977 , the Federal Communications Commission issued first “Plain English” rules (for Citizens Band Radios) In 1978 , Executive Orders intended to make government regulations “cost-effective and easy-to-understand by those who were required to comply with them.” Department of Education funded the Document Design Project 80’s – interest increases in legal profession SEC produces Plain English Handbook Executive Order calls for Plain Language in Government www.plainlanguage.gov launches. Becomes respected Government resource State initiatives show measurable results Center for Plain Language formed

20. Plain Language Advocates Come From All Disciplines Developed by the Plain Language Network

21. Part 2: Introduction to Human Beings… How We Process Information and Why This Matters

22. Humans communicate by sending and receiving information

23. It takes a lot for to receive a clear message

26. We focus on “what’s in it for us?” Grant Wiggins and Jay McTighe (1999) Understanding by Design

28. Source: Visual Language, Robert Horn, 2000 We rely on perception

29. Source: Visual Language, Robert Horn, 2000 We rely on perception

30. We rely on patterns How many dots?

31. How many dots?

32. We process information actively

33. We also face cognitive limitations

37. We look for organized patterns

38. We depend on categories to support us

46. We tend to FOCUS on a very small amount of space on a web site and in print

53. Notice what your experience was like Stic s bowls

54. Notice what your experience was like And envision what it’s like for someone who has to follow a Government regulation Stic s bowls

55. We have the opportunity to help people “get the job done” by using plain language

56. 3. About Plain Language

60. 4. What You Can Do (Plain Language Strategies)

64. Incorporate “User Centered” Thinking Attend to What Your Audience Wants to Know Analysis Implementation Evaluation Development Design

65. Ask FOCUSING Questions 3. How do they/we measure success? 2. What TASKS do they want to do? 1. Who’s the audience?

66. Look at the corners of your triangle... Use Questions to FRAME content you keep in

72. Focus on Your Audience and Their Context Does text help citizen understand? A Supplemental Draft Environmental Impact Statement (DEIS) was prepared to assist decision-makers and the public in understanding how a refined design of the proposed Locally Preferred Alternative (LPA) would compare to the Metrorail Alternative evaluated in the Draft Environmental Impact Statement (DEIS) published in June 2002 for the Dulles Corridor Rapid Transit Project. Public Involvement

73. Favorite Structural Tip: Old/New Rule surprising new topics

75. Beyond Rules….Consider Ways to Incorporate Images

78. Keep Paragraphs Short (or else humans will perceive them as one big blob) Help your users see patterns. Insert blank lines liberally. Cut the text to the bone, then put paragraph breaks between ideas. One sentence can be a perfectly good paragraph.

85. 5. What You Can Do (Next Steps)

86. Learn More About How People Use Information

88. Be an Example “I’m the most senior official here at BCBC – I’ve been trying to ensure this is part of our organizational culture, that we communicate in plain language.” Doug Hyndman, Chair

94. We want to enable people to understand and apply rules/regulations Conclusion: We face an big challenges…

96. You can Put Your Time and Dollars to Work Helping Others Thanks. Thom--- [email_address] [email_address]