Plain Language

What is plain language?

Plain language is a way of writing that helps readers find what they need, understand it the first time, and act on it. The International Plain Language Federation defines it as communication where the wording, structure, and design are so clear that the intended audience can use the information without difficulty.^[1]

Plain language is not about dumbing down content. It is about organizing information clearly and choosing words the reader already knows.

What are the core principles of plain language?

Know your audience. Writing for IT specialists is different from writing for the general public. A hospital's patient portal needs simpler language than its internal clinical documentation.

Use active voice. "The agency issues permits" is clearer than "Permits are issued by the agency." Active voice makes it obvious who does what.^[2]

Choose common words. Say "use" instead of "utilize." Say "help" instead of "facilitate." Say "find out" instead of "ascertain." Everyday words are faster to read and easier to understand.

Keep sentences short. Aim for 15 to 20 words per sentence. Long, multi-clause sentences demand more working memory. Short sentences are especially helpful for readers scanning on mobile devices.

Put the important information first. Lead with the answer. Place details and context after. This is the "inverted pyramid" approach used in journalism.

Avoid jargon and unexplained acronyms. Industry terms, legal language, and abbreviations create barriers. When a technical term is necessary, define it the first time it appears.

Why does plain language matter for accessibility?

Plain language directly supports cognitive accessibility. People with cognitive disabilities, dyslexia, low literacy levels, or those reading in a second language benefit most from clear writing. But all readers benefit, especially those scanning on phones or working under time pressure.

WCAG 2.1 includes several related success criteria. SC 3.1.5 (Reading Level, AAA) recommends supplementary content when text requires more than a lower secondary education reading level. SC 3.1.3 (Unusual Words) and SC 3.1.4 (Abbreviations) address jargon and acronyms.^[3]

For government websites and healthcare portals serving diverse populations, plain language is not just best practice. It determines whether people can actually use the services offered.

What laws require plain language?

United States. The Plain Writing Act of 2010 requires federal agencies to use plain language in all new or substantially revised public documents. The PLAIN network provides guidelines and training.

European Union. EU institutions publish plain language guidelines for official communications.

United Kingdom. The Government Digital Service (GDS) publishes content design standards emphasizing plain language. These are actively used across GOV.UK.

Financial regulators and healthcare authorities in many countries also require consumer-facing disclosures to meet plain language standards. Some set specific readability score targets.

How do different teams use plain language?

Content teams apply plain language when writing web pages, guides, and announcements. They balance clarity with completeness, making sure nothing important gets lost in simplification.

Legal teams use plain language to make terms of service, privacy policies, and compliance notices understandable. Complex legal wording that no visitor reads does not protect anyone.

IT teams benefit from plain language in user-facing error messages, system notifications, and documentation. A "404 - Page not found" message is plain language at work.

For large organizations with regulated websites, plain language is a shared responsibility. No single team can achieve it alone. Content teams write clearly, legal teams review for accuracy, and IT teams ensure the final text renders correctly for all users.

How do you measure plain language?

Readability formulas like Flesch Reading Ease and Flesch-Kincaid Grade Level provide a quick numerical check. But formulas only measure surface features like sentence length and word complexity.

The strongest test is usability testing with real users. Ask representative visitors to find specific information and act on it. If they can do it on the first try, the content works. If they struggle, the content needs revision regardless of what the readability score says.

How Askem Helps

Automated readability score checks across all pages help content teams at large organizations find pages that need rewriting, without reviewing every page manually. Adding reaction buttons on each page ("Yes", "No", "I need more info") shows whether visitors actually understood the content after reading it. Tools like Askem combine both approaches — automated readability scoring and real user feedback — giving teams a clearer picture of where plain language improvements will have the most impact.

Sources

1. International Plain Language Federation — Definition of plain language: https://plainlanguagenetwork.org/plain-language/what-is-plain-language/
2. Plain Language Action and Information Network (PLAIN) — Federal Plain Language Guidelines: https://www.plainlanguage.gov/guidelines/
3. W3C — Web Content Accessibility Guidelines (WCAG) 2.1, SC 3.1.5: https://www.w3.org/TR/WCAG21/#reading-level