1. We spoke about Plain English writing in class. Please answer the following in detail:
a. How would you explain to someone what “Plain English writing” is? (4 Marks)
Writing in plain english means that you are communicating a message / idea in a way that is direct, clear, and easy on the audience to read the first time. Plain english writing is not overcomplicated, it does not use long, drawn out sentences or complicated phrasing to sound smart. Instead, the writer focuses on delivering their message in an easy, clear way.
A key point we talked about in class was that as a writer, you should ask yourself what the reader knows and what they actually need to know. If the audience already understands something, repeating it in your message just adds unnecessary words and bores the reader. In class, we used Saleem’s website about bringing the golf community together as an example for this: Visitors to his site already know what golf is, so explaining anything about the game would be pointless. What the audience here needs to know is how can they make friends to play golf with?. Therefore, the content should only focus on giving them an answer to that.
Additionally, plain english writing focuses on removing anything that is not necessary. When writing in this style you need to ask yourself; “ what is not needed here?”. By removing extra “fluff words” the message will be more clear. In a class lecture, it was mentioned that when you worked at an agency writing content, the boss would make you cut the content in half before even looking at it, which really emphasized this point for me.
When I think of this writing style, I immediately think of buzz feed articles on snapchat. They feel fun and quick to read, they don’t use any overly complex phrasing or words, and there doesn’t seem to be any boring parts because it only includes what readers want to know with no rambling or fluff words.
b.What makes plain English writing different? (4 Marks)
Prioritizes Clarity – The main difference between traditional and plain english writing is that it prioritizes clarity, understanding, and reader focus over complexity. Rather than trying to sound academic or impressive, plain english writing just wants the reader to understand the content’s message and easily, enjoyably read through it.
It makes the reader feel good –
Rather than using long, overly complicated phrases or big words, plain writing english uses everyday, simple phrasing and short sentences. This ensures that the reader will enjoy reading your content rather than dread it. Writing in a style that feels easy to read also makes the reader feel empowered rather than self conscious for struggling to understand
Conciseness– another difference in plain english writing is that it focuses on conciseness. Writers of this style remove any unnecessary information from the piece and leave readers with only what they need or want to know. This helps keep them focused and gives them a better experience.
Lower comprehension level – In class, we discussed how content in marketing should be designed for the audience’s understanding rather than the writer’s vocabulary/ego. An example was that award winning shows like The Office (loved by many adults) are written at about a seventh or 8th grade comprehension level. The talking isn’t too fast, there aren’t any complex words, they use simple, everyday dialogue. This allows a wider audience to easily follow and enjoy the show. Meanwhile, other shows are not as successful because they are “too smart”. By using fast dialogue and words that some adults don’t understand, much of their audience will stop watching because the show makes them question their intelligence or grow tired of trying to keep up with it.
c.What is plain language writing for the web and in detail and in your own words, why is it important?
(4 Marks)
Plain language writing for the web means that you are creating online content that is clear, simple, concise, and enjoyable for readers because they can scan and understand it quickly.
People read online content much differently than they read traditionally. Typically, when someone picks up an actual book,magazine, brochure, ect… they have a much stronger desire and intent to read that specific content either because they bought it or they are seeking information. However, when someone reads a piece of content online, they are less focused and will only continue reading if the content is easy and fun to scan because they scroll through hundreds of content pieces a day. In fact, viewers of online content don’t actually read every word, they just scan for key information. Because of this, web content has to be written in a clear, organized way (the F pattern) so that readers can best comprehend the story or message.
Plain language written for web is made to help viewers “find what they need, understand what is being offered, and how to take action based on that information” – (Briscoe – Effective Web Content in Plain Language Slide 13)
If proper techniques for plain english writing are not used (organizing content in an F pattern, using concise sentences, using simple vocabulary, ect…), then users may get frustrated or confused because they didn’t understand the message fast enough.
In class, it was also mentioned that approximately 40% of Canadian Adults have literacy challenges, which means that writing with complex vocabulary or adding unnecessary information can harm the general readability of your web content. This quote was also shared in class…
“The single biggest problem in communication is the illusion that it has taken place.”
This means that just because a piece of content is written and the writer understands it does not mean that the audience, which is who actually matters, will. Plain language writing ensures that your writing will be communicated effectively to the maximum amount of your audience.
2. In a previous assignment, you wrote an introduction article in the “F” pattern. Based on what we discussed in class and based on the feedback provided in class, write a new introductory “content” incorporating “plain English writing for the web” in the “F” pattern including visuals. You are to include your “revised version” (if the version you submitted was not in the F-Pattern). Ensure that it addresses the three main objectives of plain English writing. As a reminder, this is an introductory post for your business. Ensure you list it in your hardcopy. (12 Marks)
ORIGINAL CONTENT INTRO …
———————————————————————–
Custom, Theme-Matched Chocolate-Covered Strawberries In Windsor/Essex
For Events & Thoughtful Gifting
Welcome to BerryEnvy, your go-to for indulgent, custom chocolate strawberry boxes and statement event towers. Hand-dipped right here in Windsor Essex county, our extravagant treats are made to impress..
The Problem…
Wedding, engagement, baby shower, or birthday coming up? Event planning comes with enough stress as it is, and we’re here to deliver a one-of-a-kind, picture-perfect display that you can count on. No generic, boring dessert trays. No DIY stress. Just a professionally made arrangement designed to impress your guests.
Gift buyers can face a similar challenge: with full schedules and last minute occasions, giving a gift that feels thoughtful and elevated rather than rushed can feel like one more task on your list. You need something that feels intentional, but doesn’t require extra time or stress.
What We Create…
BerryEnvy offers hand-dipped, made- to order chocolate strawberry boxes and event towers that are fully customized any way you like including lettering, colours, intricate details and more. Each display is carefully arranged and styled with a strong focus on aesthetics and presentation.
Just tell us your vibe, we’ve got the rest covered!
What Makes Us Different…
- Stress- free customization process
- Unique designs rather than one-size-fits-all
- Handmade and created locally
- Clear, quick communication
Local, Simple, Reliable…
Whether you’re designing an edible centrepiece that makes a statement or sending a heartfelt gift, your order can be ready for pickup in as little as two days right here in Windsor, or delivered locally for an even more convenient experience.
Ready to Create Yours?
Submit your desired date + product type + theme below.
We’ll confirm availability within 24 hours.
Prefer Instagram?
DM @berryenvy
UPDATED VERSION…..
———————————————————————–
Berry Envy – Custom Chocolate Covered Strawberries in Windsor Essex
A Simple Way to Elevate Any Gift Or Event
Planning a shower, birthday, or special event?
Need a last minute gift that still feels thoughtful?
Berry Envy creates custom chocolate covered strawberry boxes and event towers with special messages and themes that are sure to impress.
What We Offer
- Pre-designed event towers and boxes
- You can customize colours, messaging, and details to fit your vibe
- Picture-perfect presentation
- Handmade right here in Windsor Ontario
We Make It Simple
Event planning is overwhelming enough.
You don’t need to stress about the dessert table too.
No generic trays, No last minute scrambling.
We provide unique, ready-to-go displays that match your theme and add a “wow-factor” to your event.
Designed To Impress
Whether it’s a special gift or a centrepiece for your event, Berry Envy arrangements are designed to stand out. Just tell us your theme, and we’ll take care of the rest!
Fast & Simple Ordering
- Ready in as little as 2 days
- Local delivery and pickup available
Ready to Order?
Just submit your…
- Date
- Theme / Message
- Product type ( box or tower )
We’ll confirm in 24 hours or less!
Or DM us on Instagram: @berryenvy
3. For question #2, explain how your new post successfully addresses the three main objectives of Plain
English writing as discussed in class. Provide a detailed breakdown of each objective. (9 Marks)
Objective 1 – help users find what they need…
The updated business introduction post makes it easy for users to find what they are seeking by using clear, simple headings and concise paragraphs underneath them written with everyday vocabulary. For example, subtitles like “What We Offer”. “Fast and Simple Ordering”, “We Make It Simple” all make it easy for viewers to scan the page and quickly locate important information.
The post also follows the F Pattern structure that was discussed in class by strategically placing the most important information on the top and left side of the page, for example, i moved the “what we offer section to the top right after the introductory sentences so that users can immediately identify wether or not the business has what they are looking for. Each heading is also placed on the left hand side throughout the piece so that when a viewer naturally scans down the side of the page, they can see what each paragraph is about without reading everything.
Because of this layout, users now do not need to read the entire introduction to get a general understanding of the content. Instead, they can just scan over the page to locate the information they are seeking. This dramatically improves readability and ensures that the maximum number of website visitors are able to easily get their questions answered.
Objective 2 Help Users understand what is being offered…
The updated post helps users understand what the Berry Envy website is offering by using simple, everyday language so that a wide range of the audience is able to easily comprehend the content. For example, in the original post, I used phrases such as “extravagant treats” and “indulgent” which was replaced with simpler phrases like “custom chocolate covered strawberries”. This makes the post more direct and easy to understand.
Some sentences were also shortened because they were a bit wordy and long, for example…
“Wedding, engagement, baby shower, or birthday coming up? Event planning comes with enough stress as it is, and we’re here to deliver a one-of-a-kind, picture-perfect display that you can count on. No generic, boring dessert trays. No DIY stress. Just a professionally made arrangement designed to impress your guests.
Gift buyers can face a similar challenge: with full schedules and last minute occasions, giving a gift that feels thoughtful and elevated rather than rushed can feel like one more task on your list. You need something that feels intentional, but doesn’t require extra time or stress.”
Was replaced with…
“Event planning is overwhelming enough.
You don’t need to stress about the dessert table too.
No generic trays, No last minute scrambling.
We provide unique, ready-to-go displays that match your theme and add a “wow-factor” to your event.
Both of these paragraphs give users the same information (identifying the problem, offering a solution, communicating that the event towers are convenient but look elaborate), but the updated version uses shorter sentences and removes complicated wording and unnecessary information. This makes the message more clear and easy to follow, improving readability and user experience.
Updates like these in the post reflect what was discussed in class about cutting out fluff words and using plain english writing to avoid confusion. By being direct and simple in communications on the website, it ensures that readers understand content the first time they see it.
Objective 3 Help users act on that info….
The updated post also shows users what they should do next with a strong, clear call to action in the last heading: the “Ready To Order?” section gives simple and direct instructions on what users should do once they are ready to inquire or place an order. It tells users exactly what information they need to submit to request a dessert order for their event date (Date, Theme/Message, and Product Type).
I also changed this section to follow the F pattern more effectively. By changing “Submit your desired date + product type + theme below.” to a bullet point list along the left side, users are able to see this important info more easily because that’s how their eye naturally scans the page.
Another option to DM the business on instagram with the @ name clearly stated is also included , giving users another easy way to inquire about ordering.
a.Describe one specific technique you used to improve readability in your revised version and explain
why it is effective. (4 Marks)
One specific method i used to improve readability of the post was breaking content into more concise, short sections and using a list-style format in some areas rather than paragraphs. For example, in sections like “Ready to Order?” and “What we Offer” information is presented in this way to provide a more structured and easy to scan format.
This aligns with what was discussed in class about how online viewers do not actually read content word for word, they just scan to find key information. According the the F pattern, they tend to focus on the left side of the page and headings, so using a list format with clear, direct information, it allows readers to locate important details as effortlessly as possible.
This technique is effective because it feels less overwhelming to the reader and makes content much easier to process. By tightening up sections, removing any unnecessary info, and using a list style format in some areas, the audience can quickly understand the post and find what they need. Collectively, this improves readability and overall user experience.
b.What was the most challenging aspect of applying the F-Pattern and Plain English writing principles?
How did you overcome it? (5 Marks)
For me, the most challenging part of updating my post to match the F pattern and english writing more effectively was tightening up sections and removing unnecessary information because I didn’t want to remove too much and make the content lose its meaning or be too short. Initially I wanted to use extra, descriptive words like “extravagant” or “indulgent” because it felt more persuasive to me.
However, in class it was made clear that to be an effective writer, you don’t need to sound overly complex, its all about writing content your audience will find easy to read and understand. I had to shift my focus from trying to make the introductory post sound convincing/appealing with descriptive words to making sure that the communication was clear. This meant i had to constantly ask myself “what isnt needed in this section?” and “what does the user actually need to know?” and adjusting my writing to support these goals.
I overcame this challenge by rewriting sentences to be shorter, more direct, and simple to comprehend. I also took out unnecessary phrases and focused more on highlighting key information. This process helped me write a piece of content that is accessible to a wider audience, and aligns with the 3 main objectives of plain english writing (find what they need, understand what is being offered, and how to take action based on that information).
4. For question #2, what did you do differently from the original post? Please outline, explain and justify what you changed & why. Essentially, what did you learn from this new topic and what did you change and why.
(8 Marks)
In the updated version, i made many different changes to improve the overall readability and clarity of the post based on what we discussed in class and powerpoints about plain english writing and user tendancies online.
First, I simplified the language by taking out unnecessary, overly descriptive phrases such as “indulgent”, “professionally made”, and “strong focus on aesthetics and presentation”. These types of words sounded appealing to me at first because i thought it would be more convincing, but they do not help the user understand the message clearer. They actually just add extra reading effort. The new version uses more familiar, direct language that can be understood immediately, which aligns with the idea of communicating your message effectively in the least amount of words possible.
Second, I took out unnecessary information and repetition by focusing on what the reader actually needs to know. In the first version, some parts repeated similar ideas or added extra, unessential details. Based on what we discussed in class, I took a new approach on the second version and asked myself “what is not needed here?” and removed anything that didn’t help communicate the main ideas I wanted the audience to know. This helped me create more concise content that is easier to read.
Third, I rearranged the post to follow the F pattern method better. I added clear headings that tell users what each section is about, I broke the content into smaller sections, I put the most important information at the top, and I used a list style format in some areas along the left side of the page. This reflects how the audience will naturally scan the page and give them the most amount of information possible without them having to read every word.
Fourth, I improved readability by eliminating run-on sentences and using clear sections instead of long paragraphs. This makes it easier to scan and makes the piece look less daunting to read, lightening the cognitive load, which is important because users decide in seconds whether they want to stay on a page and if it looks like a lot of work to read, they are more likely to leave.
Fifth, I shifted my focus less from selling the product and more to the users problems and needs. The updated version addresses issues like last-minute gifting and event stress more directly, which make the content more engaging and relevant to the reader. This aligns with the idea the content for the web should be written for the reader.
Finally, I added a more clear and structured call to action. Writing a more direct headline ( Ready To Order?), placing the information they need to provide in a clear list which shows users exactly how they can place an order, and offering an alternative option to message the brand on instagram supports the goal of “helping users act on the given information” – (Briscoe, Effective Web Content in Plain Language, Slide 13) by making the next steps obvious and clear (Briscoe, Effective
Overall, this assignment showed me that writing good content for the web means that you focus on clarity over complexity. Rather than trying to sound impressive, you are meant to write for your audience’s understanding by simplifying the language, removing any unnecessary details, and structuring content in a clear, easy to scan way (F pattern) that is easy for users to navigate and act on.