The plain language movement in Canada, 1980–1995: Interview with Kate Harrison Whiteside

This is a near-verbatim transcript of an in-person interview I did with Kate Harrison Whiteside in Vancouver, BC, on October 18, 2017, as part of my project to compile an oral history of the plain language movement in Canada between 1980 and 1995. Although the transcript reflects her views at the time, those views might have evolved since the interview took place.

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IC: Thank you for taking the time to meet with me!

KHW: You’re welcome!

IC: So I guess the first question I have for you is “When did you become involved with the plain language movement, and what inspired you to join?”

KHW: I got a contract to simplify a federal government financial form, much like your Revenue Canada tax application form—it was for an agriculture agency; it was a national program. And I instantly recognized that it needed some simplification, and someone mentioned to me, “Oh, you know, there’s a conference going on in Vancouver. Why don’t you go there? It’s plain language, it’s legal, but why don’t you find out about it?”

So I went… came to Vancouver, and that’s where I met Cheryl Stephens, and that’s where I got my first intro to plain language and what was going on here, which was quite—I won’t say radical—but it was very progressive compared to what was going on elsewhere. I hadn’t even heard of it at that time. I had been simplifying technical agricultural scientific documents for a number of years, but I didn’t know what I was doing was plain language. [Laughs]

After I went back to Manitoba, I called up Cheryl, and I said, “You know, this is way too important to just be left to kind of happen on its own—let’s do something.” So that was my introduction to plain language, my introduction to Cheryl Stephens, and then we thought, “OK, let’s do something.” So, we formed the Plain Language Consultants Network and decided to do a conference. And back then, early ’90s, all we had was email, and that had just happened. I remember just looking at my fax machine going, “I wonder what’s going to happen to you.” And through Cheryl’s contacts, we were able to do the first conference in 1995 in Winnipeg, which was really successful. So that was my introduction to plain language. Continue reading “The plain language movement in Canada, 1980–1995: Interview with Kate Harrison Whiteside”

The plain language movement in Canada, 1980–1995: Interview with Cheryl Stephens

This is a near-verbatim transcript of an in-person interview I did with Cheryl Stephens in Vancouver, BC, on August 10, 2017, as part of my project to compile an oral history of the plain language movement in Canada between 1980 and 1995. Although the transcript reflects her views at the time, those views might have evolved since the interview took place.

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IC: Thanks for agreeing to meet with me and talk to me about your experiences between 1980 and 1995.

CS: Sure.

IC: The reason I’m doing this project is because there doesn’t seem to be very much out there about the plain language movement in Canada, and I really wanted to capture the voices of people who were really active in that movement.

CS: Karen Schriver’s doing an article now on the plain language movement in the US and how it’s evolved. There’s not much on Canada.

IC: All right. So this can be as freeform as you’d like. I have a few guiding questions, but if you want to deviate from those, we can absolutely do that. But I guess the first question that I’ll ask is, “When did you become involved with the plain language movement?”

CS: 1989. I was working for a law firm managing their precedent system, trying to rationalize it, and it surely needed plain language. And I saw a report in Lawyers Weekly about Robert Eagleson making a tour across Canada. He’s a leader in the movement from Australia, and I believe it was the Canadian Legal Information Council subgroup—I think it was the Plain Language Centre that had just been set up. And I read the article and I was interested and I found out that the people who had heard him in Vancouver had formed a working group, a monthly discussion group. And I started going to that, and I started to apply what I learned on the law firm’s precedents.

Because at the same time we had a committee to come up with a style guide. It took us a year [laughs] with the lawyers arguing over style issues. That’s the big thing I encountered with the precedent system: There were competing documents that were simply in different styles. And we had to maintain that for some documents where there was Bob’s style and John’s style, you know. That’s how I got started with plain language. Took an interest and started looking into it.

IC: Mm-hm. You have a legal background.

CS: Yes.

IC: And at that point when you were doing the style guide, had you been moving more into the writing and the drafting, or were you still maintaining a practice or…

CS: No, I supervised paralegals. And half my time was supposed to be devoted to basically rewriting the precedents used in the corporate commercial department. So I was rewriting. I was comparing maybe a dozen existing documents to see if they did anything different. And most of them didn’t do anything different. They just were written in a different order or style, and so I was trying to come up with one that did it consistently.

So I’d looked at all the general English style guides that were available then, and they were OK. There was nothing specific to law. But that’s why we were coming up with our own internal style guide. And the plain language… There was also no plain language style guide. But there were courses and things that you could study.

IC: And when you became interested in plain language, would you say that it was already a movement at that point?

CS: It was a nascent movement. There was a meeting group in Vancouver. There might have been 50 people who were interested in it, and a dozen would come to a meeting. And it was the same, I guess, in other cities. Big cities.

Internationally, I’d say that at that time Australia was starting to be very active or to publish things from Robert Eagleson and Peter Butt, and they were about to open up their plain language centre at the University of Sydney Law School. And in the UK, there was a plain-language-in-law movement that gave rise to Clarity.

IC: Mm-hm. How would you compare the movement in Canada to the movement in other places around the world? You just mentioned Australia and the US. But during that time when you first started becoming involved, how would you compare what you saw happening in Canada versus elsewhere?

CS: Well, in Canada, there were two things. Financial institutions had adopted or favoured plain language, and they were trying to change documents. I remember at that time I went and signed a loan with Vancouver City Savings, and I just asked… they didn’t even think that you should have to read the form. They just asked for your signature. So I picked it up and I saw that it was first person—“we” and “you.” So I thought, “OK, I understand they’ve made an effort to make it clear. I’m gonna sign it.” So there were the financial institutions.

And then… the Native or Indigenous people’s movement was giving rise to some discussions on treaties and the like, and there were some people who were devoted then to consulting to that and thinking about putting things in plain language, who I encountered. And then there had been a study conducted by the Canadian Department of Justice that called for plain language in law. And around 1999, a report was released on access to justice in British Columbia that [Ted] Hughes chaired and Kathleen Keating worked on, and she managed to insert a chapter there about plain language in the justice system. So…

So that was 1989. And 1990 was when I got a job working in plain language, on the Plain Language Project of the Continuing Legal Education Society of BC. And I believe… I’m pretty certain that their plain language project was initiated after seeing the BC Justice Department report by Hughes, and at the same time the Plain Language Institute was initiated by the provincial government because of those reports.

So in 1990, there was a rapid advancement.

IC: And it sounds like that’s when the government got interested.

CS: The two reports that had been released brought things forward and people started doing stuff. Like, so there was the Plain Language Institute and the CLE plain language project in BC, and nationally, there was… the Canadian Legal Information Council launched its plain language centre.

And then… I don’t know other provinces well, but I know it was around that time they started taking up projects. There was a lot of interest initially from justice departments across the provinces and then the Canadian Bar Association and the Canadian Bankers Association formed a joint initiative to research and publish on plain language.

So I got a job with the Plain Language Project at the Continuing Legal Education Society. The marvellous thing was they gave us three months to study plain language, to find what resources were available. And that was when I was doing the research, and I looked into what’s available on the continent or elsewhere, the North American continent or elsewhere, to study. And we found a couple of workshops that we could attend that were on plain language and legal-related writing.

So that was great. I got to study plain language for three months.

IC: Mm-hm. And beyond what the Canadian Bar Association and Canadian Bankers were doing, would you say that each province really directed its own plain language initiatives? Was there any kind of national cohesion?

CS: Well, each province directed their own. There was a national conference in Toronto, the Canadian Legal Information Council was a sponsor of that, and so people came from across Canada for that. At the conclusion of three days of workshops, there was a general assembly where the question was posed, “What comes next?” I thought that meant, “What should we do next?” But it meant, “Where should the priorities be for the funding agencies?”

IC: Right.

CS: So I said I think that we shouldn’t make this a one-time deal. I think that we should all be in contact and form some sort of group that keeps in touch, and it fell flat because, you know, the motivation was, “What issues should we address from the funders’ point of view.” But then two or three years later, I was contacted by Kate Harrison from Winnipeg, who was gonna be in Vancouver, and had been at that meeting, and she remembered that I’d said that and wanted to get in touch. So that’s how we met. And we got together for lunch. And she said, “How can we form an association?” So I said, “Well, this is our first meeting. This is the Plain Language Consultants Network, and how shall we proceed?” [Laughs]

IC: [Laughs]

CS: Because I was into, “Let’s do it. Let’s not talk about it or ask others about it,” you know. So that’s how the Plain Language Network got started, which became the Plain Language Association International. That was 1993.

IC: Mm-hm. And you’ve touched on this a little bit, but what would you say were some of the most important events—politically, socially, or culturally—that influenced the early days of the movement in Canada or when you first got involved?

CS: Well, in Canada, there were two main things, I think—oh, actually three.

One was the consumers’ movement of the ’70s was finally making its way into the banking system, and from a marketing point of view, for financial services, plain language was considered important.

And the second thing was the access-to-justice movement, which was coming into motion as a result of the Hughes report that said access to justice required plain language.

And the third thing was the literacy movement was teaching people how to write for people of low literacy.

So the three were motivating people from different sectors. The people in plain language in law and banking were saying, “Oh, well, this is not about literacy.” But we had common interests, and the readership and the general public has low literacy, the majority. So we were moving along the same paths but not connecting, and I felt we should connect.

IC: And that’s what you were trying to do with your network?

CS: No, the network was more that… there was no… the internet wasn’t going—or it was just getting started. And there was some email or forums—the old-fashioned version, I can’t remember, bulletin boards or something. And there wasn’t anything for people to keep in touch.

And so one of my first projects or contracts was with the Department of Justice and their public information section, so that was when I started an online forum, which became part of the Access to Justice Network, which had a website and this forum, and then that project required me to set up a website, which was Plain Language Online. So we were getting online quickly, because other people had more knowledge or experience of the internet.

And I was fortunate that my two sons were in university, and one was studying marketing, and the other was studying computer programming, and they were developing an interest or were making use of the internet and World Wide Web, and together with them, we put together these websites and things.

IC: Mm-hm. It also ties into the next question, which is “What do you consider your main roles and activities in the plain language movement?” And you’ve mentioned quite a few of these already. Are there any accomplishments related to the movement that you’re especially proud of?

CS: Well, looking back, some of the stuff you initiate out of necessity, like the Network, or because of a contract that comes your way, like Plain Language Online, but those were accomplishments that really contributed to developing the movement.

And then some of my early projects I’m quite proud of. I think they really contributed—for example, the federal government’s National Literacy Secretariat developed a booklet on plain language—you know that booklet on plain language. Plain Language: Clear and Simple. And that booklet was used to develop a three-day training program for federal civil servants, and then I was asked to take the booklet and turn it into an online training site. We called it the Plain Train, and it used the theme of a train conductor, and you could get on the train and learn about plain language.

And so it was a few lessons you could do quickly, and it was really… I don’t know if highly used was the thing, but civil servants made use of it, and it was available to the public, and people used it a lot. So that got lots of use, so I was proud of that.

Founding the Network, I think I mentioned that. And then we did a plain language glossary in BC, which I wrote the English definitions for, for legal and court-related terms, and that was great.

And I’ve done a few things just as a volunteer, which I’m proud of.

One of them was… I was asked to contract with the Vancouver Food Bank—and I was asked to rewrite their mission statement. It was quite technical and oriented toward people in the field of free food services to the public, and so I put it in plain language and the directors were really…

Anyway, I decided that I couldn’t charge them because it’s a charitable institute and something everyone should support. And so the directors wanted to know more about plain language, so I provided them with some training resources, and then they spent a year consulting with their users and produced a new plain language mission statement. So I felt that contributed to the community. I was proud of that. I’ve got to think about other things I did.

With the Bar Association, when the two CBA reports came out—one was on legal literacy, and the other was on plain language—I was on the volunteer committee of the Canadian Bar Association, the communications committee. And I was asked to read those reports and report back to the committee on how in BC we could take steps to implement those.

So that’s what I did, and my first recruits Penny Bain and Paul Winn had experience working on projects like that, and Paul had access to funding sources through the National Literacy Secretariat or another organization with the Department of Justice. And, anyway, along with them, we put all of the possibilities together into one project and started a project called Lawyers for Literacy. And what we did with that was… there’s a Lawyers for Literacy project now in the States which actually gets lawyers to teach literacy students, but our project was to inform all the lawyers of what they could do to aid clients who had literacy issues.

So we promoted plain language, and we published online resources, and we provided a packaged set of tools to every law firm in the province one year, and for a couple of years we provided that package to every graduate of UBC Law School. And what we found was you have to go back, like, every three years and remind people. But we gave them tools, and that was a great thing.

And I continued to work with the Bar Association, promoting plain language in different ways through its activities. And there was an international conference of the International Bar Association, so we got to promote that and share that toolkit with people from around the world, and there was a great deal of interest from around the world on that.

IC: And do you think—when you mentioned that this is something you have to go back to people and remind them about—do you think these principles that you were trying to put forth have been sustained in any kind of meaningful way at the UBC Law School and other places where lawyers are trained?

CS: No. [Laughs] Actually, the important role there was Richard Wydick was a California leader in legal writing, and his booklet was short and brief, and it’s been used across Canada to introduce plain language in legal writing. And that had a lot of influence.

But the thing is, if I could give you an example, at one point, when Sheila Fraser was our auditor general federally, she took note that the Canadian government adopted a plain language policy of communications and was doing this training and promoting plain language, so she required that her auditors check with each department when they did the annual audit and report on what advances they had made in implementing plain language.

So every year for several years then, they would report back what advances the particular department had taken. And I think that had a big impact and got Revenue Canada and others going. But the thing is, about five years ago, I mentioned this to a friend who works in the federal government, and she contacted her friend who was a communications officer for the Auditor General’s Office and said, “No. No such thing ever happened; I know nothing about it.”

IC: Oh!

CS: So to make sure I was sane, I went and did, you know, the Wayback Machine—the Internet Archive?

IC: Yeah.

CS: I did some searches there, and sure enough, I found auditors’ reports that contained reports on how they were implementing plain language. So I know it was happening for real. But the history’s been lost. And unfortunately that happens.

IC: Do you think that having something equivalent to the Plain Writing Act is something we should aspire towards? Or?

CS: Oh, yeah, it would definitely be valuable to have it.

IC: To have it legislated and…

CS: Yeah. Because if it’s informal and it’s a policy, those change. We still have a federal plain language communication policy. I don’t know if we still have one in BC—we had a whole page policy at one time. Well, you need to keep reminding people. And if you’re not going to do that… I think if the auditors had an entrenched policy to look at plain language, you would see some of that.

IC: What do you consider the biggest challenges in the plain language movement before the mid-1990s?

CS: Um, sharing information. At that time, there’s was a book that had published some papers delivered at a conference. There was only one such book available at the university where Karen Schriver was working. So there was nothing, really.

There wasn’t an internet, there weren’t World Wide Web pages. It was just impossible to share what had been learned. And one of my roles at the Plain Language Project for CLE was to liaise with other institutions and find out what they had learned, what they were doing. Because it just wasn’t being shared. There was no easy way to share it. So these initial online forums were valuable, and when the World Wide Web came along, it was tremendous help. Everything then could be a common knowledge, shared knowledge, and it was great for us.

And there was, for example, an institution in Maryland, part of the international research centre that the US government financed, and Karen Schriver and Ginny Reddish from the Carnegie Mellon Institute worked there on their plain language institute and were publishing stuff, but you really had to work to get it. So having the internet helped us tremendously to share that information.

In Toronto, the Plain Language Centre of CLIC had a library—they had I think 600 items. The centre closed because their funding ended. And then later the Canadian Legal Information Centre closed because their funding ended, and they turned over all their resources to the National Literacy Secretariat. I think at that time was existing under the Human Resources Department. So it went to the Human Resources Department’s library. That segment got reduced by Harper down to three people, who couldn’t maintain the library, so it basically was trashed.

And what they did at the time and for a long time afterward, if they were gonna trash something, they would send a memo out to internal staff saying, “It’s gonna be trash—do you want it?”

There was one fellow I’d been in contact with later who would always say yes, and so his office was filling up with things he was trying to save from destruction. But then he retired. So, yeah, it’s hard to entrench this stuff or even make the materials available.

IC: Do you know what happened to the materials after he retired?

CS: No. I don’t.

IC: OK. Do you remember who it was?

CS: No. [Laughs]. I might be able to find out, but I don’t remember now. [Cheryl later added that it was John Mark Keyes.]

And so when I retired and got rid of a lot of materials, I either sent them to the UBC Law School faculty, or later to Thomas Cooley, the law school at the university that Joseph Kimble was associated with, and they started collecting, and so I sent some of my own stuff and boxes that I got from Vicki Schmolka, from her library. She brought me two boxes of stuff. And so that’s where a lot of stuff is.

IC: OK.

CS: And the great thing about them is they’ll pay for the shipping charges. [Laughs]

IC: How much of that material do you think was unique to Canada or the Canadian context?

CS: Well, that reminds me of another institution which was an outcome of some of the national literacy work. It was an online collection, and that group would scan material or take material that was sent to them or track it down—and they focused on literacy materials and plain language materials—and then they lost their funding under Harper. [Laughs] Our bad guy. And so their stuff probably still exists, but I don’t know that they… but just as an archive.

IC: I guess the last question I have here, but you can continue talking if you want to afterwards, is “How do you feel about where the movement is today?”

CS: Well, it’s overwhelmed. You know, there’s so many avenues for research and not enough people who could do this as volunteers.

And… for example, the Plain Language Center in Maryland, and the Clarity group, which is international lawyers in support of plain language, and the Plain Language Association International got together and formed an umbrella group that would be able to. And they did meet and they formed the Plain Language Federation, of which they are the members, and then they met and came up with a list of research avenues and activities that could be pursued, but that organization was dependent on volunteers, and it needs to seek funding to do those projects, and it just hasn’t been able to do that.

So I feel that we’re overwhelmed, underfunded, and just facing difficulties.

The Plain Language Association International has depended on volunteers, and I volunteered for seven years, and over the next ten years, its membership didn’t substantially grow. And so I have hope for it now. Neil James from Australia is the current president, and he’s been organizing in a way that they’re making small progress—which is fine—they’re making incremental progress on various projects. But we need more volunteers.

It’s hard. If you work in plain language, it’s hard to make a living, first of all, and so it’s hard to have time to volunteer, to pursue general interests.

And that’s why Kate Harrison and I founded that organization in the first place, because every time you talk to a potential client about doing some work for them on a plain language document or project, you had to sell plain language first. You had to prove it would be effective and have results, and so I just thought, “Man I can’t do this on my own. I need help. I need to work with other people.” And so that’s why I was interested in starting the Network—sharing information. And doing the propaganda on a large scale by an association, rather than selling clients one at a time.

So we’ve made progress on making people appreciate plain language, and in the US the Plain Language Writing Act encouraged people, and we launched International Plain Language Day to keep an annual reminder of the need for Plain Language. And that’s had some impact and value.

I’m about to turn that group over to the Plain Language Association International, and they’ll carry through with it. It needs new thoughts, new approaches. I don’t keep up with things like Instagram and whatever, and so there’s hope. But we need young energy to carry forward.

But not to reinvent the wheel. So it’s great that you’re doing this study, because things have been tried, or there’s a basis or, there’s hidden research somewhere that would really be helpful to people if they can access it.

IC: Yeah. It really sounds as though we need a publicly accessible central repository for all of the literature, all of the research, all of, you know, the projects as exemplars, even, to be in one place so that practitioners and researchers…

CS: And students.

IC: …have one place to look.

CS: Yeah. I teach a couple of courses in the continuing education program—the plain language certificate program, and I provide students with links to of the resources that are available, and every time the course is offered, I have to check all the links to see if the material is still there. So it’s easier to deliver training nowadays and provide access to the resources, but they’re not permanent.

And the role that you did with that booklet, Plain Language: Clear and Simple, in a creating an online source for it, and in Rapport, my newsletter that was about plain language, has been invaluable, too.

And I do sometimes refer people to the Internet Archive to find an article. But we need stronger links to those things.

IC: Mm-hm. And if you look back to where things were when you joined the movement, do you see progress? Like, do you think that we have changed as a society in either accepting plain language or practising plain language? I mean, you do mention that we have to keep reminding people, but do you see any permanent progress?

CS: I see a lot of progress. A lot of it. So one of the things I did was with LinkedIn, I started a group, which now is operated by PLAIN. But that group started out with a couple hundred people because a particular forum that did exist was being converted to a membership forum, and people just weren’t paying $50 a year to participate. So that forum went down from 700 participants to 200. So I started this LinkedIn group to give people free access, and it started with a couple hundred people, and now it’s 18,000. And it has a growth of its own. It just grows on its own. So I know that there are at least 18,000 people especially interested in plain language.

And there’s been a great deal of progress. There’s training widely available. Everybody who was there at the beginning has written their own book, and those are circulating. Yeah, there’s been lots of advancement.

But there are people still who come along and it’s all new to them, so we need to guide and support them and let them know they’re not alone. I mean, that was one of my motivations with the group on LinkedIn was that you’re not alone. There are other people, and you can pose your questions and share your resources, and we’ll give them to you—give you that support. The other thing is that Ginny Reddish’s book, Letting Go of the Words, has kept plain language in mind for web designers and usability professionals and others.

And Karen Schriver keeps publishing a couple of things on the evidence base [for] plain language, in general and in law. And her new article is great to give people a history of plain language in the US. Which in terms of development of the movement, Canada followed the same path because then we were discussing and making these advances as international. So you know, I’m optimistic, but we need money. We need governments.

And so under… Canadian government, Harper, he closed everything that had existed online or otherwise to circulate plain language training or plain language resources, and I’m hoping that under the federal Liberal government and the BC new government, there will be money devoted to increasing access to justice and access to training in plain language so some of these things can move forward. ’Cause the only block has been money.

I know for myself, I needed to make a living and put two kids through university at the same time. So my volunteer time was limited, and I had to be selective. And it’s like that for most people.

IC: Well, you certainly did a lot with the volunteer time that you gave.

CS: Yeah. Yeah. Out of self-interest…

IC: [Laughs]

CS: I needed support from other people and their information. But I’ve always thought volunteer work in the community was important.

IC: OK. Yeah, it’s interesting. So far everybody that I’ve interviewed for this project has been in Eastern Canada—Ontario and Quebec—so I think I’d like to learn more about BC specifically. And you did mention the working group and meetings that took place. Were there any particular BC-related initiatives that you can think of that made an impact locally?

CS: Well, as I say Kathleen Keating was the editor on Hughes’s report and inserted the chapter on plain language. Not long after that, she was hired as a consultant to produce plain language documents for the small claims court, at which point she discovered there was no operating manual. So she worked on producing the regulations or rules for small claims court. I mean, a manual—an operating manual for the internal staff—which was released to the public. And then new forms.

And that was a big splash and had an influence on access to justice. And the access-to-justice issue in recent years in BC hasn’t been focused on plain language—more on technological developments. So the plain language… the small claims court and some tenancy issues and things like that are being transferred online to a program that helps people resolve those issues with a mediator sort of person and using the online system.

But that means you can’t just go to it—you have to have access and understand the internet and all of that and be literate enough to use online things. And I told them—that their “plain language” rules of operation are not plain language. Their plain language is written by a practising lawyer who doesn’t have any plain language training. And good for him for trying, but there needs to be a renewed focus on plain language in all of this, and other access-to-justice initiatives need to go back and get their plain language right.

But generally, I did a tour of BC speaking to lawyers—sections of the CBA—and I was able to check back with some of them a year or two later, and individual lawyers were remembering what they learned and using that memory. But also I think it always is that you need a reminder.

One judge told me years ago that she’d been to the national training seminar that the National Judicial Institute and another organization put on annually for judges—it’s on writing—and which teaches plain language. And she said, like, three years after coming back and having to sit and listen to legal arguments every day, that it was starting to fade in her own memory, you know? It’s a habit you have to keep up and you have to be reminded of.

Yeah. There’s a lot of interest in courts across the country, but [also] in BC, on people who handle their own legal cases. Not just in small claims, but now because of lack of money and necessity, go to the BC Supreme Court or higher and represent themselves.

They’re called “self-represented litigants,” which is like… that it’s not the default that you take your own case. You’re a self-represented litigant. You know, it’s ridiculous. But that’s the focus now, because it takes up so much of the court’s time to help these people through the process. And that has been focused on process and not on simplifying legal documents or issues. So plain language would be helpful there.

And a volunteer group put together a manual for self-represented litigants and asked me to look it over, and I said, “You know, this is not in any way plain language.” It needed a whole rewrite. But the publishing date was approaching, and they just released it.

This is my gripe. People leave the idea of plain language till the last minute. [Laughs] And it’s not that easy to do—it takes time. And not just time to edit it, but you have to do a reality check like running it by some potential users and seeing if it works for them.

Like, I used to think the word entail, E-N-T-A-I-L, was a legalistic term that you should avoid. And then I was on the bus and I heard a bouncer from a bar talking to a woman who’d been a barmaid or something there, and he asked her what her new job entailed, and she answered without having to ask what “entailed” means. So, you know, you have to test with users. Maybe they know “entailed.” Maybe even though I think of it as a legal term, it’s not. How simple do you have to be?

IC: Mm-hm. Absolutely. Do you see… I mean, obviously you’re still active in the movement, and you’re still active teaching, but I also know that you are “retired” [finger quotes]. [Laughs]

CS: Yeah.

IC: Do you see the new generation stepping up to take over some of the advocacy work and the responsibilities, or do you… Do you see the continuation?

CS: I don’t see it happening fast enough. I think it was 1999, I went to a conference of Clarity in Mexico City, and I remember sitting in the general assembly. There were several hundred people there, and I was sitting up at the back, and I looked out, and they were mostly all grey heads. And I asked then where are the younger people? We really need them. And I raised that with PLAIN at the time—that we need these young people involved. So I think one thing they did was come out with a student membership rate. But I don’t see enough people.

And let me tell you, for me, retirement meant I no longer market or advertise. I network online, and I still work, but because I’m not marketing my services, it’s intermittent work, and I still need to work. But it did give me more time to do online things—to network online and encourage people online.

And I at one point offered, you know, to mentor people if they would contact me, and they… some people did—half a dozen. But they were not interested in mentoring about getting involved in plain language. So I think some people, young people, maybe they need encouragement and support and mentoring to become more active.

Because I’ve been teaching the introductory course through Simon Fraser for… maybe I’ve had four or five sessions, and I’ve encouraged people, students, to join PLAIN and to get involved. So I see their names later, and I see that some of them are getting active and contributing their ideas and thoughts and blogging. I don’t know that they’re actually volunteering for roles, and I understand why, because it’s a commitment of time and effort.

Even going to these semi-annual conferences, which are actually annual if you include Clarity and PLAIN, and then there’s Maximus, who has an annual conference regarding health literacy, so plain language in health. Nobody’s paying your way; if you’re a freelance editor or consultant, you’ve got to pay your own way and see it as an investment.

Most people don’t see conferences as an investment. And I used to see it that way and have the money to go, and I remember I did a presentation in Toronto for the International Business Forms Association, and so I did a presentation one year. And nothing happened for three years, and somebody contacted me and said… offered me a $10,000 contract. Well, that made it worthwhile. But you’ve got to be in a position where you’re not starting your own new business, you can afford to go, and you can wait three years for it to produce a result. And not everybody can.

IC: Mm-hm. Right. So it sounds as though even though now there’s more opportunities to get trained in plain language practice such as the certificate program at SFU, those aren’t necessarily translating into new advocates in the movement itself promoting plain language as an ideal for access to justice or, you know, social justice, or health literacy or anything like that.

CS: Yeah, well, they’re active in the sense they’re networking and promoting it in their, like the other Editors’ Association of Canada or ACES or other groups. So they’re spreading the word. But, yeah, volunteering to be a director or, you know, write a newsletter or whatever, that takes a big effort, big contribution. Anything I could do to encourage young people, I would happily do.

IC: OK, well that pretty well covers the questions that I was planning to ask you. Do you have any other final comments or questions for me or anything?

CS: No, I’m good. [Laughs]

IC: OK! Thanks. I’ll stop the recording now.

The plain language movement in Canada, 1980–1995: Interview with Nicole Fernbach

This is a transcript of an in-person interview I did with Nicole Fernbach in Ottawa, ON, on June 9, 2017, as part of my project to compile an oral history of the plain language movement in Canada between 1980 and 1995. In 2026 she reviewed the transcript and made some minor revisions. Although this transcript reflects her views at the time of the interview, those views might have evolved since the interview took place.

***

NF: I went to law school in Bordeaux (France) where, after 4 years, I graduated (Licence en droit) in 1971. In parallel, I did a Licence en lettres in the Faculty of Linguistics and Literature, also in Bordeaux; I majored in English literature and Anglo-American civilization, as well as Scandinavian studies. After graduating, I felt there was a future in law and language, especially in a multilingual or non-civil law context. The field was not developed academically in France where it would appear somewhat “transversal.” There were translators and interpreters in international institutions—for example, the United Nations (New York) or the Council of Europe (Strasburg)—but access was limited.

Since 1969, I had been following the political and linguistical developments in Canada. I was given an opportunity here when the University of Western Ontario (London, Ontario) gave me a scholarship. In August 1971, I became a graduate student and teaching assistant in Political Science. Meanwhile, some factors were at play. At the time, under the Official Languages Act, Canada had instituted official bilingualism. More practically, it meant a statutory obligation to translate government, judicial and legal documents in both official languages, English and French. A legal translation industry was burgeoning and lawyers were needed. I changed plans, more precisely the opportunity to study for a Ph.D. in political philosophy in Queen’s University (Kingston, Ontario). I opted for a position as a legal translator in the private sector. Continue reading “The plain language movement in Canada, 1980–1995: Interview with Nicole Fernbach”

Plain language and the historical rain shadow

“I have a theory about the Internet,” said John Maxwell.

“Oh?” I took a sip of my coffee and sat back. “Go on…”

“See, everything before, say, 1970 is old enough to be interesting history, so people have posted that information online. And everything after 1995 is already on the Internet. But there’s this rain shadow of about two and half decades that there isn’t all that much information about. I think there’s a huge opportunity for people to fill in that history.”

John was referring to his research project about Coach House Books (see my summary of an Alcuin Society talk of his on the subject here), but his rain shadow applies just as well to the modern plain language movement, which got its legs in the 1970s, when First National City Bank (now Citibank) revamped its mortgage documents and governments began to recognize the need for plain language communications. The Wikipedia page about plain language offers some history, but most of it is U.S. focused, and it’s far from exhaustive.

Plain Language Association INternational (PLAIN) co-founder and tireless plain language advocate Cheryl Stephens asked me to put together a display table of the organization’s history to celebrate PLAIN’s twentieth anniversary at last October’s PLAIN 2013 conference. Drawing from three boxes of archives, including copies of PLAIN’s old newsletter, Rapport, I made a poster showing some of the major international plain language milestones of the past two decades.

Of course, there’s only so much I could fit on a poster. The archives are replete with important, fascinating historical tidbits that deserve to be documented somewhere. But where?

The need for a plain language repository

At PLAIN 2013, what became clear to me was that the plain language community could really use a repository for:

  • Clear communication research: Is active voice easier to understand than passive? Is it better to use serif or sans serif body type? I’d love to be able to visit one site to find the latest evidence supporting plain language and clear communication principles. Not only would this research inform my own work, but it would support my efforts to persuade prospective clients and decision makers about the merits of plain language. The Plain Language Advocates group on LinkedIn is fertile ground for sharing links and discussing new research, but the links to the original articles aren’t centrally archived in a useful way.
  • Case studies: Having a handy set of before-and-after examples, as well as documentation of a plain language campaign’s impacts (particularly on efficiency and the bottom line), would be enormously useful for explaining what we do and why.
  • Plain language history: Our past—seeing our gains, our losses—lights the way forward. Acknowledging the contributions of the pioneers who have dedicated countless hours to this cause is an important reminder of what we need to do to keep going.

A wiki for clear communication

I’ve sung the praises of wikis in the past: their ease of editing makes them democratic and participatory. So, I’ve set up the Clear Communication Wiki on Wikia, and I encourage everyone from the plain language community to contribute to it. Over the next several months (or, more likely, years) I plan to populate the history section with what I gleaned from my historical project for PLAIN 2013, including what I couldn’t fit onto the poster. Anyone else with relevant historical sources is welcome to fill in the details as well.

I didn’t mean to be unilateral about establishing this wiki—mostly I needed a neutral place to post the Plain Language: Clear and Simple guides I rebuilt, and I figured the wiki could serve many purposes. If there’s already an active international hub for plain language information, I’d be happy to migrate my data there.

I can see the archive of research links eventually creating the need for a full-fledged searchable database of the articles themselves, but for now, I think a wiki is a good first step.

***

Many of the modern plain language movement’s most vocal advocates are either gone or are retiring. The community lost Robert Eagleson in 2013, and Annetta Cheek retired from the Center for Plain Language earlier this year. I don’t know if others are feeling a sense of urgency, but I am. Let’s talk to these pioneers about their experiences, their triumphs and setbacks, and get this history down while we can.

Dominique Joseph on translation and the plain language writing process

Last week I asked for input about where translation fits into the plain language process. Editor, translator, and plain language specialist Dominique Joseph contributed such a well-thought-out response—so long she put it on a Google Doc rather than directly in the comments—that I felt leaving it buried would not do it justice. She’s given me permission to reproduce it in full here.

Do you have more thoughts to contribute to this discussion? How does translation fit into your plain language workflow? Let’s keep the conversation going, either here or in the original post.

***

Your post touches on so many fascinating topics, Iva!

I’ve chosen to focus, rather quickly, on these 5 aspects:

  1. How language-specific is plain language?
  2. If the original is in plain language, will the translation be, too?
  3. Where does translation fit in the writing process?
  4. Examples: translation in plain language (reader-focused) projects
  5. Short conclusion: the writing process

1. How language-specific is plain language

Surprisingly, it’s really not that language-specific. Apart from a few tiny details, what applies to English also applies to French (and to German, and Spanish, etc.).

An important distinction: I’m not talking here from a “narrow” plain language perspective, which focuses only on words and sentences. Instead, I’m talking from the wider (I’m tempted to say, more modern) “big plain language” or clear communication perspective.

It’s bigger than just words and sentences. The key elements:

  • focusing on the reader, the reader’s needs, the purpose of the document and the context of use (to produce a reader-focused, usable document);
  • then, deciding what to say, how to organize it, how to say it, how to present it visually.

Almost all of this applies to all Western languages. Although some potential problems or solutions may be language-specific, mostly at the sentence and word level (think of “on” in French, or noun chains in English), these peculiarities are but a tiny, tiny bit of the whole picture.

The most important parts of clear communication apply across languages. That’s something we actually discussed a fair bit as part of the IC Clear project. We wondered whether it made sense to teach clear communication and clear writing modules in English to a multilingual public, whether the contents would actually be useful to them. And we concluded that yes, it would be relevant, it would work.

To go back to the Government of Canada guides [Plain Language: Clear and Simple and Pour un style clair et simple]… The French and English could have been almost identical. It’s just that the teams decided to work independently and each produce their own guide.

For example, the section on testing is a lot more detailed in English than in French. But it didn’t have to be that way. Also, the French team decided to talk about punctuation, but the English team didn’t. Again, the difference comes from the authors’ choices, not from differences between both languages.

Since we’re talking about plain language across multiple languages, here are a few interesting links. These two are from the European Union:

  1. How to write clearly (available in 23 languages; scroll down to download a PDF)
  2. Clear writing newsletter (from the EU Translation section)

Also interesting: a discussion we had on the LinkedIn group “Plain Language Advocates.” Lots of interesting comments!

2. If the original is in plain language, will the translation be, too?

Many people assume that if you have a plain language original, the translation will automatically be in plain language. That’s wrong (sorry guys!).

It depends a lot on the translator. If you give the same text to 5 translators, you’ll get 5 different versions, some of which will be easier to read and understand than others. Some translators—like some writers—are better at producing clear, understandable texts.

What can help: choosing the translator wisely; giving him or her good info about the context, the users, the goals, etc.

3. Where does translation fit in the writing process

That’s a huge question! First, here are a few ideas. You’ll see examples in the next section.

Instead of seeing translation as one box to fit into the existing chain, I’d like to suggest another way to look at it. (It’s something I discovered around 2001, while working at Clarica. I learned later that Michel Gauthier, from the federal government, was also a fan of that same approach.)

This idea came from examining the writing process for a typical text.

Let’s assume we’re talking about an English text which will be translated into French. Think about all the skills, knowledge and experience that often go into creating the original: you’ll have subject matter experts, writers, people with experience in the field… all working together to produce the document.

Then it’s sent to a translator. One person. Who’s typically a language expert, not a subject matter expert, not an expert in the field (never had contact with the clients or the intended audience), and probably not an expert in clear writing either. Just one person, one set of skills, one pair of eyes.

Do you see the imbalance? We end up with many steps (and people and sets of skills) coming together for the original text, and only one step for the French version.

What I’ve found works very well is to “re-balance” that process so that the French version gets as much input as the English.

Basically, we’re restarting another writing process, but focused on the French.

That means using the translation not as a final version, but as a starting point. Then you bring together your French experts, writers and communicators (subject matter experts, people with experience in the field, etc.). You look at all aspects of the text—choice of information, structure, wording, design—and see whether they’ll fit your audience and context, and what can improved. And you test your document.

It’s not just a translation. It’s a “translation + adaptation and feedback” approach.

I’ve used it with excellent results. Michel Gauthier, too.

As for deciding, from the start, to write completely different documents, it’s not usually practical. And I think it’s rarely necessary.

Yes, there are some differences between anglophone and francophone audiences; but there are also huge differences between an East Coast dentist and a West Coast fisherman, even if they’re both anglophones. Yet, they have enough in common that one document is usually enough.

About when to send a text to translation:

What often works best, I think: waiting until the original text is basically finished… but making sure it’s still possible to make changes.

That’s because the translator will often ask questions that will help you clarify the original. And if you go through a “translation + adaptation/feedback” process, then any changes made to the French could inspire changes to the English, too.

4. Examples: translation in plain language projects

Here are 3 different scenarios.

1. Customer service letters at Clarica

We applied the “translation + adaptation” process quite a few times. So when an important letter came back from translation, I would gather a few good people together, and we’d make the text more reader friendly. It worked beautifully.

Note: By the way… I’m sure this idea is making a few people cringe. We’ve all had baaad experiences with bilingual employees “improving” a translation…  But it does work very well if you have strong, knowledgeable writers and experts working on the revision.

Note 2: I had management approval to rework customer service documents that way. I was in a good position to do that, since I was working at improving the quality of French in the company. (Plus, by that time, I had spent 6 years in the translation department and worked on the company’s “complex complaints” team, all valuable experience.)

2. Simplifying a huge insurance contract at Desjardins Financial Security

Four people (2 writers, 1 lawyer, 1 actuary) worked on this project on top of their other responsibilities for 2 years. They were all knew to plain language and learning as they went. They focused on rewriting the original French; and as they were learning, they would make decisions that impacted sections they had already worked on. So they had to go back again and again.

When the texts were ready for English translation, they were sent to an external translator. He worked very closely with a member of the team (one of the writers, also a translator), to create the English version.

3. Ville de Montréal, “Charter of rights and responsibilities”

Montréal is very multicultural. The charter is all about how residents can live well together, be good neighbours to each other.

If I remember well, the city first created the English and French versions of the charter.

Then, to create the other versions (Arabic, Italian, etc.), the translation team would meet with cultural groups. They would discuss the values mentioned in the charter, see how they fit with people in that community, learn about similar values in their culture, etc. These conversations helped create a text that would make sense to people in that community.

It was a collaborative process.

(I must say, the charter isn’t exactly in plain language… But the efforts the team made to talk with the audience and find out what would make sense to them, that’s very much a “plain language” approach.)

5. Short conclusion: the writing process

Something you’ve probably noticed…

Representations of the writing process tend to be all neat and orderly: first this step, then this one, then this other one…

It’s a lot messier in real life! Instead of a straight line, the real visual would have a lot of back and forth, running in circles, zigzagging, waiting, jumping back… 😉

The “translation + adaptation” I mentioned would probably look like an offshoot from the main process. And it would probably link back to the writing process of the original text at some point, when changes made to the translation inspire changes in the original.

That real picture would be rather messy… but fascinating!

—Dominique Joseph
(translator, clear communication specialist, fan of good processes)
July 2014

Where does translation fit into plain language? An information-gathering post

Where does translation fit into the plain language process?

What struck me most when rebuilding Supply and Services Canada’s plain language guides (Plain Language: Clear and Simple and Pour un style clair et simple) was that the French guides aren’t simply the English guides, translated. Although both guides teach the same underlying principles—understanding your audience and the purpose of your document; planning and organizing your document before writing; achieving clarity at the word, sentence, and paragraph levels; implementing a design that supports readability; and user testing with your intended audience—the differences in content between these guides drove home that plain language is language specific.

“Well, obviously,” you might be thinking. Different languages have different grammar, syntax, and vocabulary, each rife with opportunities for ambiguity that have to be tackled individually. The French guides, for instance, address appropriate usage of the indefinite pronoun “on” in plain language, which isn’t a consideration in English. Studies have also shown a “language-specific rhetorical bias” when it comes to using (and by extension, tolerating) the passive voice.

What’s more, the audiences are likely to be vastly different. Even within Canada, French and English speakers have different cultural backgrounds, and those who have neither French nor English as their first language are more likely to learn English than French, meaning that publications in English have to be more sensitive to the needs of ESL speakers than those in French to FSL speakers. A document in plain French, if translated into English, may no longer be plain.

So, being a bit of a workflow nerd, I wondered where translation best fits into the plain language process. Translators have complained that translation is often an afterthought, not considered until the document in the source language is complete. In many cases, though, given that the clarity of the source text can determine the quality of the translation, working with a fully polished text makes sense. Yet, the inherent differences in audience would imply that, for documents that we know will be available in more than one language, developing separate texts in parallel, from the outset, would most effectively get the message across. This approach would be a nightmare for translation revisers and designers of bilingual documents, however, and it certainly isn’t the most budget-friendly option. Would the most efficient approach be to translate after plain language editing but before design, then do parallel testing sessions for the source and target languages?

If you or your organization translates plain language documents, tell me—what do you do? How well does your system work, and what would you change?

Now available: Pour un style clair et simple—Guide du formateur

Earlier this year I rebuilt Supply and Services Canada’s eminently useful but out-of-print plain language guides, including the two sixty-page booklets, Plain Language: Clear and Simple and Pour un style clair et simple, as well as the thorough, two-hundred-page Plain Language: Clear and Simple—Trainer’s Guide, which gives trainers the materials they need to run a two-day plain language workshop.

I’d wondered if a French trainer’s guide existed. (My online searches turned up nothing.) Plain language expert Dominique Joseph tracked it down and sent me a copy, which I’ve also rebuilt from scratch. Here is the PDF, free to download. I’ve also uploaded the guide to CreateSpace for anyone wanting to order a hard copy (and for discoverability).

To keep the complete set in one place, I’ve added these links to the original post where I made the guides available.

A million thanks  go to Dominique Joseph for finding this French guide, sending it to me, and carefully proofing the rebuilt file.

Plain Language: Clear and Simple

In 1991, in the heyday of the push for plain language in government, Supply and Services Canada produced a sixty-page plain language writing guide, in each official language, called Plain Language: Clear and Simple and Pour un style clair et simple. According to one of my colleagues, every federal employee at the time got a copy, and the guides were also available for sale to the public. Three years later, the same federal department published the companion volume Plain Language: Clear and Simple—Trainer’s Guide, which, in 220-odd pages, contains all of the materials a trainer might need to lead a two-day plain language course, including

  • text detailing the steps of (and reasons for) the plain language process,
  • before-and-after examples,
  • exercises,
  • transparencies,
  • a checklist,
  • handouts, and
  • references.

I found out about these resources when I was volunteering for the PLAIN 2013 conference in the fall and was able to dig through the archives of Plain Language Association International. “People still ask for them all the time,” Cheryl Stephens told me, “but they’re not easy to find.”

She wasn’t kidding. As of right now, on Amazon.ca, one “new” copy of the sixty-page English booklet is available for $94.36; used copies are going for $46.39. I can’t find the French booklet or the trainer’s guide on Amazon at all.

And it’s no wonder they’re so coveted. Despite their age, they are still among the best plain language writing guides that I have come across. The smaller booklets are succinct and easily digestible, and the trainer’s guide is detailed and persuasive. The references are out of date, of course, as is some of the design advice, but otherwise, they remain solid references and are certainly great starting points for anyone hoping to learn more about plain language.

The federal government tweaked Crown copyright in 2013, leaving each department to manage its own copyright, but seeing as Supply and Services Canada no longer exists, I’m going to assume Crown copyright still applies to these publications, meaning that I am allowed to make copies of them as long as I distribute them for free or on a cost-recovery basis.

Before I returned the PLAIN archives to Cheryl, I photographed the pages from all three volumes and have rebuilt them from scratch, replicating the originals as closely as possible, down to the teal-and-purple palette that was so inexplicably popular in the nineties. And here they are:

The PDFs are free to download. I also published them via CreateSpace in case anyone wanted a hard copy (the list prices are set to the lowest allowable and are for cost recovery only) but primarily for discoverability, because within a few weeks of this post, all three should come up in a search on the extended Amazon network. The two little booklets are in colour, which is why they’re a little pricier, but I chose to offer the trainer’s guide in black and white, because the only colour was in the “Tips for trainers” inserts and I didn’t think it was worth increasing the price for just those twenty pages. The PDF of the trainer’s guide has those supplementary pages in colour.

Notes

  1. If anyone from the Government of Canada would like to reclaim copyright over these publications, please get in touch. I’m not making any money off of them, of course, and I don’t mind relinquishing my rights over the files, but I would like them to be available.
  2. I don’t know if a French version of the trainer’s guide exists, but if someone has it and would be willing to lend it to me or scan it for me, I would be happy to rebuild it as well. (UPDATE: Dominique Joseph tracked down a copy of the Guide du formateur, and I’ve added the rebuilt file to the above list.)

Acknowledgements

Thanks to Cheryl Stephens for providing the originals and Ruth Wilson for supplying a couple of pages that I was missing. Huge thanks also to my extraordinary volunteer proofreaders: Grace Yaginuma, who cast her eagle eyes over the English booklet and trainer’s guide, and Micheline Brodeur, who proofed the French booklet and supplied the translation for the descriptive copy on CreateSpace. Finally, a tip of the hat to whoever created these enduringly useful resources in the first place. We owe you a great debt.

UPDATE—July 21, 2014: A million thanks to Dominique Joseph for finding and sending me a copy of the Guide du formateur, proofreading the rebuilt document, and drafting the descriptive copy for CreateSpace.

Katherine Barber’s PLAIN 2013 banquet talk

I was incredibly privileged to get to see Word Lady Katherine Barber‘s speech at the PLAIN 2013 banquet. Because it was a banquet, I wasn’t rigorously taking notes—and even if I had been, I know I couldn’t do justice to her humour (short of reproducing a full transcript). Despite the casual levity of her talk, though, some of her points are very much worth discussing, so here is an extremely brief recap.

***

“We ideally and naively believe that language is for communication,” said Barber. In fact, language has always been used to impress others or to make the speaker feel superior. In the sixteenth century, people used to borrow fancy words from Latin (Shall we ebulliate some water for tea?), and in the eighteenth century, they borrowed fancy words from French. A secondary function of language, beyond simple communication, is to create an in-group and an out-group (hence teen slang).

Geographical variance also creates an in-group and an out-group, whether consciously or unconsciously. Barber gave some examples of how the English  Canadians use might baffle our visitors. What must they think about our morals, for example, when they walk down the street and see a sign that says “Bachelor for rent”? Or when they go to buy a newspaper and see “Loonies only”?

Language varies even within Canada, of course: in Thunder Bay, a shag is a kind of party—a cross between a shower and a stag. And in Manitoba, people would understand that if you promise to bring dainties, you’ll be bringing assorted sweets rather than frilly underwear.

From our old fort cheddar to our midget basketball teams, we use Canadianisms all the time in our writing and speech without a second thought, but we should bear in mind that what might be plain to us may not at all be plain to outsiders.

Kath Straub—Is it really plain? A case for content testing (PLAIN 2013)

Kath Straub of Usability.org showed attendees at PLAIN 2013 how important—and easy—user testing is for plain language projects.

She began with an example: the Donate My Data brochure was supposed to inform veterans about a program through which they could donate their health records to test health software. She and her team identified ten “must-know” facts that readers should glean from the brochure and hoped to hit a target of 80 percent recall. They tested the brochure using Mturk, a crowdsourced testing tool run by Amazon, and found that reader recall didn’t meet their expectations. Some of the key facts they wanted to emphasize weren’t clear enough, and, as a result, the brochure wasn’t as persuasive as they’d hoped.

This example highlights the importance of testing, said Straub. “Here we were, plain language people thinking we were good at what we do—yet we were surprised with the results.” In the age of content, she explained, there are no guides, and we have to stop blaming the victim. Usability experts and content experts have to come together to create effective documents and tools.

Fortunately, comprehension testing sounds harder than it is. There are three types:

1. “Simple” comprehension testing

Did the users get the key facts? To see if they did, the user testing team should

  • agree on the facts
  • decide which are the most important
  • create a question for each fact
  • agree on the answers

Pre-test your questions, and expect to revise them several times. Good questions are hard to write—test takers remember strategies for answering multiple choice questions from school (e.g., the longer, specific answer is the right one)—so offer participants an alternative to guessing (e.g., “The brochure didn’t say”).

Test multiple versions of your comprehension test to narrow down which version might work best for which audiences.

When reporting results, it’s important to note not only how many people got a question right but also what those who got it wrong chose as answers.

2. Confidence testing

Could users explain what they’ve just read to a family member of friend?

3. Persuasiveness testing

Users may understand the content, but will they change their behaviour accordingly? Understand their motivators, their concerns, and their barriers.

***

Straub has used Mturk for a lot of her user testing: participants get paid a small amount to answer an online survey. The advantages are that Mturk has a wide reach across the U.S., which translates to a lot of participants. The disadvantage is that you don’t have much control over your testing population. As such, your test should start with a filter—a comprehension test and “catch” questions (e.g., “Answer A even if you know that’s not the right answer”)—that can help narrow down your pool of testers who are genuinely reading the questions. Over time, you create a “panel” of people who return to your studies. “You get what you invest and what you pay for,” said Straub.

Each testing session takes about a week, including setup and analysis.

Using tools like Mturk, Straub reiterated, crowdsourced testing can be quick, inexpensive, and effective. It doesn’t have to be complicated to be robust. Most importantly, she said, you don’t know something is plain language to your target audience unless you’ve tested it in your target audience.