Elegant Precision Connect with People Using Plain Language Lauren Colton @LaurenTGC Information Architect & Editor Gravity Works Design & Development
Nov 05, 2014
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?
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“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.
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The “Mom Test”
For example
Cage Fighting Babies* A Mobile Application
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*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.
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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
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Collaborating with stakeholders.
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Use pronouns
After reviewing your feedback, we will schedule a meeting with you.
After reviewing the feedback, a meeting should be scheduled.
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Creating the design concept.
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Use visual aides Simplify complex data. Show structure, highlight key facts, and compare options. • Tables • Illustrations • Bulleted lists
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Writing button text.
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Be actionable
Battle!
Click here to battle
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Explaining the rewards program.
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Be precise
• Most-important message at the top • Headings throughout • Avoid clutter with short sentences, and
short paragraphs
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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.
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Check in at Starbucks on Foursquare for extra strength in today’s battles.
User has not created a profile before entering first battle.
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Avoid hidden verbs
You must register to battle.
To enter a battle, you must complete the registration form.
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Surveying users on their experience.
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Did you press the button that is red to battle, before creating your profile?
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Before creating your profile, did you press the red button to battle?
Promote descriptors, demote exceptions
Users are searching the app store.
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Common words, common meanings
Create character profiles and battle with bando boxers, buckaroos, and Martians.
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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