13/09/2023 Simple, yet not trivial: the philosophy of plain language

Who said that writing in a simple way means writing in a trivial way? The equation simple = banal is the result of a stereotype that the philosophy underlying plain language has objectively dismantled. Communication is an act of responsibility, and communication is effective only when the recipient receives the message and fully understands it; if we use language that no one can understand, our communication will fail because we will not have conveyed value to those who are listening. At Pindarica, we firmly believe in “well-done” communication: this is why we advocate for plain language, which is a language “that is understood”.

What is plain language?

Daniele Fortis (linguist and trainer) defined plain language as “the straight line that constitutes the shortest path between two points: the sender and the recipient of a message”. It’s a language devoid of unnecessary complexity and can do without jargon, rare expressions, and outdated terms, avoiding creating obstacles during communication and generating misunderstandings. Of course, we cannot aspire to absolute understanding because it wouldn’t be a realistic goal, but we can strive for the maximum understanding possible. Fortis clarifies that plain language is not a particular writing style but is a process – three phases: design, writing, revision – that allows for creating content suitable for the reader, i.e., reader-based.

To write clearly, it is necessary to put oneself in the shoes of the message recipient:

• What do they need to know? Therefore, what are the relevant pieces of information? What are the unnecessary pieces of information that can be eliminated?
• What can they understand? What are their linguistic and extralinguistic knowledge?

Simple language does not mean poor language

“If simple language is used, it’s not possible to discuss technical topics, and the content will be impoverished.”

When it comes to simple language, objections like this are not uncommon. However, plain language is perfectly suitable for content containing technical and specialist vocabulary; drug leaflets, maintenance instructions for machinery, insurance or mortgage contracts, tender notices, and public administration forms are just a few examples of complex texts that can be written following the rules of plain language.

What are these rules?

• Common lexicon and concrete words: replacing technical jargon with familiar and understandable words is essential to avoid confusion and ensure a clear message.
• Simple structure and short sentences: long and complex sentences can lose the reader. Plain language adopts concise sentences and a structure that facilitates understanding.
• Active verbs and affirmative form: the use of active verbs gives dynamism to the text, while the affirmative form ensures a clear exposition of the information.
• Numbered and bulleted lists: these points make it easier to organize information and guide attention to key concepts.
• Moderate use of formatting: the judicious use of bold, italics, and uppercase can highlight crucial information without weighing down the text.
• Left alignment and white spaces: these elements contribute to easy and orderly reading.

Plain language: the ISO standard

The official recognition of plain language came with the introduction of the ISO Guidelines: this international standard confirms the crucial importance of clear and accessible communication in every sector. And to quote Fortis again, “Those who use plain language make a good impression”, in essence, they have a return of image, and we know well that in the business world the return of image translates into customer acquisition and loyalty; in a single word (simple and clear): increased turnover.