Elegant Precision Connect with People Using Plain Language

Lauren Colton @LaurenTGC�Information Architect & Editor�Gravity Works Design & Development

Communication your audience can understand the first time they read or hear it. Plain language is defined by results: it is easy to read, understand, and use.

#elegantwords

What?

#elegantwords

“I make my living through the relationships garnered utilizing LinkedIn.”

Elegance

http://www.ted.com/talks/eric_berlow_how_complexity_leads_to_simplicity.html

1.  Engagement with ethnic rivalries and religious beliefs.

2.  Fair, transparent economic development.

#elegantwords

When Words Matter Information Architecture: can people navigate what they need?

Content Strategy: what conversation are you having with current and potential clients?

Search Engine Optimization: can people find you?

Usability: can people meet their goals efficiently, effectively, and with satisfaction?

#elegantwords

Learn more

On Writing Well William Zinsser

#elegantwords

Speak to your audience

•  Who is this conversation with? •  What is the context? •  What are your goals? Their goals? •  Will goals be met with these words?

#elegantwords

http://alistapart.com/article/being-real-builds-trust

1.  List your assumptions on what these users care about.

2.  Write your copy based on those assumptions.

3.  Would your mom say this (or call your shenanigans)?

4.  If no, try again.

#elegantwords

The “Mom Test”

For example

Cage Fighting Babies* A Mobile Application

#elegantwords

*I do not endorse the actual fighting of babies, in cages or otherwise.

You are entering a contract to develop the Cage Fighting Babies mobile application.

#elegantwords

Know which grammar rules matter

We will create Android, iPhone, and iPad application interfaces.

We will create Android, iPhone and iPad application interfaces.

#elegantwords

Learn more

Grammar Girl’s Quick and Dirty Tips for Better Writing Mignon Fogarty

#elegantwords

Collaborating with stakeholders.

#elegantwords

Use pronouns

After reviewing your feedback, we will schedule a meeting with you.

After reviewing the feedback, a meeting should be scheduled.

#elegantwords

Creating the design concept.

#elegantwords

Use visual aides Simplify complex data. Show structure, highlight key facts, and compare options. •  Tables •  Illustrations •  Bulleted lists

#elegantwords

Writing button text.

#elegantwords

Be actionable

Battle!

Click here to battle

#elegantwords

Explaining the rewards program.

#elegantwords

Be precise

•  Most-important message at the top •  Headings throughout •  Avoid clutter with short sentences, and

short paragraphs

#elegantwords

Be precise

If you want extra strength in today’s battles, the best way to do that is to check in today, on Foursquare, at your local Starbucks.

#elegantwords

Check in at Starbucks on Foursquare for extra strength in today’s battles.

User has not created a profile before entering first battle.

#elegantwords

Avoid hidden verbs

You must register to battle.

To enter a battle, you must complete the registration form.

#elegantwords

Surveying users on their experience.

#elegantwords

Did you press the button that is red to battle, before creating your profile?

#elegantwords

Before creating your profile, did you press the red button to battle?

Promote descriptors, demote exceptions

Users are searching the app store.

#elegantwords

Common words, common meanings

Create character profiles and battle with bando boxers, buckaroos, and Martians.

#elegantwords

Create character profiles and battle with ninjas, cowboys, and aliens.

Learn more

www.plainlanguage.gov

#elegantwords

@laurentgc lauren [at] gravityworksdesign [dot] com

#elegantwords

#elegantwords

•  Use visual aides, pronouns, and active voice •  Remove useless words •  Promote descriptors, demote exceptions •  Common words, common meanings

For targeted, actionable, and precise language