The importance of plain language

As communicators, we are responsible for making sure our audiences understand our messages. That’s where plain language comes in. It improves the ability of our readers to understand what we are trying to say. This is often called readability.

Why do we use complex language and jargon?

  • Industry jargon can become a habit. Many people don’t realize they are using complex language.

  • People assume it sounds impressive to use big words or flowery language.

  • Many people believe that they are “dumbing it down” when they use plain words.

Why is plain language so important?

Language is meant to convey a message, so if people don’t understand it, what’s the point? If that doesn’t convince you, here are a few more reasons to keep it simple:

  • Plain language is more accessible. The average Canadian is most comfortable reading below a Grade 8 reading level. For people who have a cognitive challenge or whose first language is not English, this reading level is even lower. Using plain language helps all audiences understand your message.

  • Reading complex language, even for people with loads of education, is tiring. You will lose your audience fast if it takes too much energy to get through your message.

  • Complex language gets skipped. Studies show that web users rarely read content word by word. They usually scan less than 28 per cent of text. This is a good reason to make your words clear and concise.

  • Plain language improves SEO. Online content is more searchable if the words you use are the same, simple words people use in search engines.

  • Using plain language increases the chance your audience will actually read and interact with your online content (This could mean making a purchase, signing up for a newsletter or watching a video.)

What’s the solution?

Lose your ego! An important part of embracing plain language is letting go of your desire to use impressive words. Studies show that even highly educated online readers prefer information that is easy to scan and understand quickly. Plain language will score you points with all audiences.

Keep it simple. Use familiar words (say “We bought a big house” not “We purchased spacious accommodations”). Use an active voice (say “Teachers plan the lessons” not “The lessons are planned by the teachers”).

Break it down. Using headers, bullets, short sentences and short words can do wonders for improving the readability of your content.

Check your work. Don’t assume your words are easy to understand. Ask a friend if they can easily understand your message. Better yet, ask your grandma! There are plenty of free online tools that will test the readability of your content. Microsoft Word has a built in tool that will check grade level and reading ease. Grade level should be 8 or lower, Reading ease should be 60 – 100.

As an example, here are the readability stats for this blog:

  • Reading grade level: 6.7

  • Reading ease: 67.2

The next time you sit down to write a media release, create content for your website or draft a promo post for social media, I challenge you to keep your language simple and increase readability for everyone.

- By Bethany Rowland, IABC Waterloo Board member

IABC Waterloo