Why prioritising plain language can be a business benefit

Language adapts itself to many tones, styles, formats and lexicons. It is as flexible as all the meanings humans try to communicate. For novels and poetry, language can be ornate, figurative or metaphoric; academic writing is often intense, technical and erudite; humoristic texts might be laced with ‘double entendres’, wordplay or sarcasm.

Language changes depending on the message we’re trying to get across.

However, for business communication, where end results are the priority, the language we use is most effective when it’s straightforward and easy to understand.

Why then do we use so much misleading and ambiguous workplace lingo?

Let's look at how communication can be quickly improved by using everyday terms and a readable layout.

What is plain language?

According to the International Plain Language Federation, plain language can be assessed in relation to three separate categories: wording, structure and design. All of these must be clear in order for the intended audience to grasp and then use the information that’s being provided.

Plain language puts the emphasis on communicating the message efficiently and effectively. It means no lazy word choices or sloppy formatting. The aim is to make it as easy as possible for your audience to understand what you’re trying to say.

1. Word choice

Jargon is not your friend. It’s usually a good idea to select words that most people know. Tempting as it might be to slip in on-trend words that make you feel like you know what you’re talking about, opting for straightforward terms will be more productive.

Jargon can be confusing because it often strays from the original meaning of the word or expression. This is in contrast to technical terms which are precise descriptions of complex elements and cannot be substituted for other words.

An example of business jargon might be the expression ‘circle back’, which simply means to talk again about something later on. Using ‘reconnect’ or ‘meet up’ would be clearer. ‘Think outside the box’ is another ambivalent phrase heard frequently in the workplace. It could be replaced by more straightforward wording and improved if the objective were clear, for example, ‘find three reasons to…’ or ‘provide two alternative ideas for…’.

There are loads more examples of these. HubSpot has a list of 65 here

• Structure

Does your text follow a logical pathway? Do your arguments flow seamlessly from one to another?

These are key considerations when thinking about plain language. Readers should be able to navigate your writing without having to backtrack or reread. Splitting your main topics into clear sections and using the opening sentences of each paragraph to introduce a new theme are useful techniques. Summaries and introductions are also helpful.

Making sure there are explanatory headings and subheadings helps the reader zoom in on your themes, especially if they are short on time and need to skim through your ideas.

• Design

How we present textual information is also important. Dense content with few paragraphs and a small font won’t win you any prizes. Making sure the layout favours the reader, giving plenty of white space, ample margins and splits between points, definitely helps. Infographics, lists and boxes can be effective too.

We express ideas better when sentences are shorter and use the active rather than the passive voice. The text becomes more engaging for the reader and contributes to better understanding.

Organisations recognise the importance of using plain language

The movement for plain language is gaining momentum. In June 2023 the International Standards Office issued a new standard, ISO 24495, that outlines the criteria for creating documents in plain language. The ISO points out that these guidelines apply 'to most if not all written languages,’ but that the new standard can also be a useful tool for other types of communication – podcasts are given as an example.

Many governments worldwide have now adopted the principles of plain language, with some like the US and New Zealand making it a lawful requirement. The European Union is especially energetic in ensuring that it uses plain language to communicate in all 24 of its official languages and began its clear writing drive in 2010 with the European Commission’s ‘Fight the Fog’ campaign.

The complex organisations at the centre of the EU understand that communicating plainly has an enormous impact on its citizens, enabling them to better engage with and make use of EU bodies. What’s significant about the EU is that it gives equal status to all its 24 languages and because of that its communication task is huge. Promoting plain language not only optimises communication in one language it makes translation into all the languages of the EU much easier.

Why does plain language matter for translation?

The shared objective of both translation and plain language is to make information accessible to more people. Combining the two is even better. When text is prepared for translation using plain language principles, the results in the new language are superior.

When a document has a clear message and a well-defined style, the translator’s job is more straightforward. They won’t waste time asking questions or doing needless research and can focus primarily on transferring the meaning into the target language. If the text communicates well in the first place, the likelihood is that the translation will do the same.

Communicating in plain language means always focusing on the intended audience. The aim is to make sure they receive the information without any obstacles. In this respect, language localization is very similar.

In most instances, translation also calls for some degree of localization. This is when the text is adapted to the intended audience and where they live. It can mean finding local equivalents for elements like humour, currency, measurements or dates and replacing cultural references with more appropriate local examples. The new locale might also require updates to privacy policies or changes to the user interface in line with local expectations. The goal is to produce a text that feels comfortable to the reader and where there are no barriers to understanding.

The objectives of localization and plain language therefore often overlap. For that reason, as well as being experts in more than one language, translators are wizards with words in general and are well-placed to advise on creating clear, translation-ready texts.

When localization and plain language techniques are used in tandem the resulting texts transfer the message effectively, precisely and with clarity.

What are the benefits to business?

It’s hard to imagine a company or organisation that wouldn’t benefit from enhanced communication whatever the languages they use.

Plain language promotes improved interaction between company employees and ensures that misunderstandings are rare. Customers also benefit by being able to fully understand what the company does and what services or products it is offering. Anyone involved with the business should experience better-quality interactions.

In certain sectors – healthcare, legal and manufacturing for example – clear language is vital. Complex concepts are better understood when the writer keeps to the principles of plain language. From instruction manuals to medical leaflets to legal documents, plain language helps the reader understand more swiftly and comprehensively.

Websites can also benefit from clear, straightforward language. When people use search engines, they will usually input the most well-known terms and expressions related to what they need. The person searching will land on the website that uses these common terms, meaning an increase in site visits for the business in question.

Using plain language advances an organisation's reputation by showing openness and providing information that’s easy to access. The business will be perceived as more approachable, friendly and honest if its language is clear and coherent.

Plain doesn’t mean dumb

Using plain language isn’t the same as ‘dumbing down’. Ideas and information can just as easily be expressed in a concise, clear way using simpler words and expressions as when the language is elaborate and highbrow. Even experts, when questioned, prefer streamlined information that’s easy to digest.

Plain language is good for business. Talking to your customers, stakeholders and employees in a direct, accessible and logical way will add value to your brand and grow your reputation.

Talk to t’works

We help our customers communicate their message clearly in any language. Our teams of talented linguists, terminologists, project managers and subject matter experts can advise on preparing texts for translation. They will optimise the translation process so that it perfectly fits your company’s needs.

Talk to t’works today about your language projects.