Seven decades of language, plain and fancy. Communication has split into hundreds of languages, devices, regulations, channels and modes. But plain language principles hold it all together.

1. The pixelated paradox
of plain language
From the 40s to the noughties and beyond
Wellington Plain Language SIG, TCANZ
Rachel McAlpine
Contented.com

2. Our agenda
Seven decades of language, plain and fancy.
Plain language: as old as Aristotle, as new as WCAG 2.0.
It's not sexy, but it is inextricable from usability (sexy)
and accessibility (scary).

3. Plain language 1940s
After WWII, some people
pondered the problems of
gobbledegook.

4. My language in the 1940s
Ecclesiastic
father. Literary
mother.
Handwriting on
paper. Talkative
sisters.

5. What is plain language?
Wording, structure and design are so clear that the
intended readers can easily find and understand the
information they need.
1. Put the reader’s needs first.
2. Design for the reader.
3. Organise information for the reader.
4. Use short sentences (about 21 words maximum)
5. Use familiar words.

6. Plain language in the 1950s
Rudolf Flesch
began a long
career in plain
English. Books,
research,
readability.

7. My language in the 1950s
Studying French, English and Latin
literature at Christchurch Girls High
and Canterbury University.
Handwritten notes on second-
hand books.

8. Plain language in the 1960s
Sweden 1967: government
hires its first language expert to
edit legislation.
UK: Melinkoff promotes legal
plain language.

9. My language in the 1960s
In Geneva using French and
global English. Touch-typing
fiction on my Hermes Baby.
Talking with my children. 

10. Plain language in the 1970s
1977 New York Plain English Law
1976 Australia NRMA’s car
insurance policy

11. My language in the 1970s
Photo © Marti Friedlander
International Women’s Year, 1975.
War on male-dominated patriarchal
language, literature and life.
Fierce feminist poetry!

12. Plain language in the 1980s
1982—1985: British
government overhauls all
its forms, saving millions
of pounds.
Cost of errors in forms of
Department of Health and
Social Security alone had
been £685 million per
year. (Coopers & Lybrand). Sweden Linguistic Division:
5 lawyers, 5 linguists. All new
legislation is reviewed for
clarity.

13. My language in the 1980s
Double lightning strike: the personal
computer and word-processing software.
Forever more, writing will be digital and
electronic.

14. Plain language in the 1990s
1998 EU British translators’ initiative.
1995 South Africa Consumer Protection Act.
1997 South Africa Constitution.
1990s:
Initiatives worldwide for clear contracts,
government communications, forms and
legal language.

15. My language in the 1990s
Talking to my children 
Lecturing in Japan. Writing
HTML and books on global
English and web content.

16. Plain language in the 2000s & 2010s
NZ 2006: Lynda Harris launched
WriteMark Plain English Awards
NZ 2008: lobby group established. 2010 US: Plain Writing Act.

17. My language in the 2000s & 2010s
An explosion of new
communication devices, channels,
software, languages, regulations.
More books written. More life
lived.

19. Who noticed? Technical communicators!

20. Reminder: what is plain language?
Wording, structure and design are so clear that the
intended readers can easily find and understand the
information they need.
1. Put the reader’s needs first.
2. Design for the reader.
3. Organise information for the reader.
4. Use short sentences (about 21 words maximum)
5. Use familiar words.

21. Plain language paradox
• 40 years old • Still valid
• Analogue • Applies to all channels
• Paper based • Applies to all devices
• Simplistic • Applies to all content
• Not sexy • Extends to usability
• Boring phrase Extends to accessibility
• About writing only:
not video, audio,
apps…

22. Communication has pixelated into chaos
Bitsy—irrelevant—too complex—keeps changing!
Your job as a technical communicator or staff writer
sometimes seems impossible.
Just squint and you’ll see plain language holds it all together.
First principle: put the reader’s needs first!

23. Keep in touch!
Rachel McAlpine
rachel@contented.com
www.contented.com
We help you to conquer
communication chaos
in a digital workplace.