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Plain Language: Accessible Content for POUR Writers

Accessing Higher Ground – #AHG11November 2011

Angela M. Hooker@AccessForAll

angelahooker.com

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The goal of providing accessible written content can be accomplished by being a POUR writer.

Plain Language: Accessible Content for POUR Writers / @AccessForAll

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Are you a POUR writer?

PerceivableOperableUnderstandable Robust

WCAG 2.0 principles of accessibility:


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Are you a POUR writer?

• Understandable:“Information and the operation of user interface must be understandable.

“This means that users must be able to understand the information as well as the operation of the user interface (the content or operation cannot be beyond their understanding).”


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What is plain language and how can it help fulfill the WCAG 2.0 “Understandable” requirement?


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Plain language is …

• Plain language is writing that can be understood the first time people read or hear it.


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Plain language is …

• … easy to read• … understandable• … usable


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Benefits of plain language

• Your users won’t have to read your content several times to understand it.

• Your website users can accomplish tasks quickly.


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Benefits of plain language

• People will respect your “brand,” and see your site as authoritative (this is not limited to for-profit sites).

• It reduces user frustration, because it boosts reading ease.

• Increases your site’s user retention and site loyalty.

• These benefits can widen your site's appeal, audience, and influence.


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The best benefit of all

• Plain language provides accessible written content, and supports the goal of providing universal access for all (or as many as possible!).


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Why is a lot of web content bad?


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The approach is wrong

• The wrong people write web content.• The institution/“powers that be” dictate what

content goes on the organization’s website.• People write content without considering

their audience.


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Problems with content

• “In order to make people understand your organization’s materials, and get one’s point across, so that everyone knows what one means, it’s important that one doesn’t ramble on and use more words than necessary.”(Content is wordy.)

• Writers use jargon inappropriately.• Content is too formal or too friendly.


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Problems with content

• Content has grammatical errors.• Content has awkward sentence structure.• People use slang and/or region or country-

centric terms.• Content is pedantic.


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Writers forget to consider …

• People scan content (they don’t read it).• It’s hard to read large blocks of text.• There are people with low literacy skills.• Some people have low language

proficiency.• Some people have cognitive impairments.• Some people are dyslexic.


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People try to justify bad content and avoid plain language


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Don’t believe the hype!

“But 75 percent of _____ users are _____ with an advanced degree!”

Did you think about why that may be?

It’s not only because those users are interested in specific content, but perhaps the content is written so that they’re the only users who can understand your content.

Frustration = the back button

Remember: Access for all (as many as possible)!Plain Language: Accessible Content for POUR Writers / @AccessForAll

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Don’t believe the hype!

“The content isn’t sophisticated or doesn’t reflect the gravity of the topic without using these words!”


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Here’s what you can do


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Fix the page layout

• Organize content logically.• Make sure headings and labels are meaningful

and accurately reflect the related content.• Break up your content into manageable

pieces.


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Format content for easy reading

• Don’t use large blocks of italicized text.• Use serif fonts sparingly.• Don’t use full justification.• Use sufficient line height.• Make sure the line width is optimal (not too

wide and not too thin).• Use all caps sparingly.


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Use design to enhance content

• Use design elements to enhance—rather than to convey—your message.– Don’t use complex images and charts to convey

main content.– Supplement content with illustrations and icons.– Use thoughtfully prepared infographics.

• Don’t use distracting elements.


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Use these principles

• Compose effective alt text (alt text should not be an afterthought).• Write accurate, clear captions.• Define acronyms:

“The Federal Bureau of Investigation (FBI) recommends that all activities …”


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• Assume that your audience is intelligent, but don’t assume that they’re familiar with your topic.• Avoid or explain jargon, colloquialisms, puns,

country or region-specific terms (when writing for a broad audience), non-literal phrasing.


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• Be sure links make sense out of context.• Avoid “more” and “click here” as link titles.• Write unique link titles.• Make sure links reflect their destinations.


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• Give direct instructions.• Use positive terms.• Avoid double negatives.• Use complete sentences.• Use proper punctuation.• Avoid overusing parenthetical statements.


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• Use the inverted pyramid method (put the most important information and the top and background information below it).

• Write for the average reader.• Write in the active voice.• Use simple verb tense and base verbs.


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• Speak to your users with personal pronouns.• Use “must” instead of “shall” for

requirements.• Use short sentences and sections, bullets, and

tables instead of dense content.


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• Be concise—cut out excess/filler words.• Use familiar words.• Use complete sentences.• Structure sentences carefully—keep the subject,

verb, and object close together; be careful where you place adverbs and adjectives.

• Organize content to serve your users—not your organization.


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Test your content

• Interview people about your content.– Ask users to read portions of your content and explain

what they think it means.• Conduct usability testing.– Ask users to complete tasks based on your written

instructions.• Use controlled comparative studies.– Conduct “A/B testing” interviews. Provide two versions

of your content and track how people react to it.


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Let’s see plain language in action—right now!


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Group Exercises

• Let’s do one exercise together: How would you rewrite this course’s title?

• Now, let’s separate into small groups.• Work with your team to rewrite the sample

content.• I’ll visit each group and help, if needed.• We’ll review the rewrites together.


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At the risk of violating plain language guidelines, I will say that I hope you did POURly on your group exercises.


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Resources: POUR

• WCAG 2.0 Principles of Accessibility: http://www.w3.org/TR/UNDERSTANDING-WCAG20/intro.html

• Constructing a POUR Website: http://webaim.org/articles/pour/


http://www.w3.org/TR/UNDERSTANDING-WCAG20/intro.html

http://www.w3.org/TR/UNDERSTANDING-WCAG20/intro.html

http://webaim.org/articles/pour/

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Resources: Writing Content

• Content and Usability: Web Writing: http://www.webcredible.co.uk/user-friendly-resources/web-usability/web-content.shtml


http://www.webcredible.co.uk/user-friendly-resources/web-usability/web-content.shtml

http://www.webcredible.co.uk/user-friendly-resources/web-usability/web-content.shtml

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Resources: Plain Language

• Plain Language Checklist: http://www.plainlanguage.gov/howto/quickreference/checklist.cfm

• Comprehensive Plain Language Guidelines: http://www.plainlanguage.gov/howto/guidelines/FederalPLGuidelines/FederalPLGuidelines.pdf

• Test Your Content (methods): http://www.plainlanguage.gov/howto/guidelines/FederalPLGuidelines/testing.cfm


http://www.plainlanguage.gov/howto/quickreference/checklist.cfm

http://www.plainlanguage.gov/howto/quickreference/checklist.cfm

http://www.plainlanguage.gov/howto/guidelines/FederalPLGuidelines/FederalPLGuidelines.pdf



http://www.plainlanguage.gov/howto/guidelines/FederalPLGuidelines/testing.cfm

http://www.plainlanguage.gov/howto/guidelines/FederalPLGuidelines/testing.cfm

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Resources: Websites

• Center for Plain Language: http://centerforplainlanguage.org

• PlainLanguage.gov: http://www.plainlanguage.gov

• Plain Language Association International: http://www.plainlanguagenetwork.org


http://centerforplainlanguage.org/

http://www.plainlanguage.gov/

http://www.plainlanguagenetwork.org/

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Resources: Books

• Janice (Ginny) Redish, Letting Go of the Words• Janice (Ginny) Redish, Writing Web Content that

Works• Patricia T. O'Conner, Woe is I: The Grammarphobe's

Guide to Better English in Plain English• Steve Krug, Rocket Surgery Made Easy• Jakob Nielsen, Designing Web Usability: The Practice

of Simplicity


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Resources: Training

• Online: http://www.plainlanguage.gov/resources/take_training/index.cfm

• U.S. federal government agencies can get free plain language classes: http://www.plainlanguage.gov/resources/take_training/freetraining.cfm

• Conferences and events: http://centerforplainlanguage.org/topic/events/


http://www.plainlanguage.gov/resources/take_training/index.cfm

http://www.plainlanguage.gov/resources/take_training/index.cfm

http://www.plainlanguage.gov/resources/take_training/freetraining.cfm

http://www.plainlanguage.gov/resources/take_training/freetraining.cfm

http://centerforplainlanguage.org/topic/events/

http://centerforplainlanguage.org/topic/events/

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Thank you!

Angela Hooker@AccessForAll

[email protected]


http://twitter.com/AccessForAll

mailto:[email protected]