Step 4: Develop Content and Visuals
Once you have agreed on a product concept, you can begin outlining and
writing the first draft. The content information you include will be based
in part on the audience needs and interests identified in your research.
In preparing your draft, it will be important to tailor content, layout,
and the use of visuals to the needs of a reader with poor reading and communication
skills. What does this mean in concrete terms? Low-literacy experts have
identified key principles for developing effective materials for this audience.
These principles are summarized in the checklist below. You can use this
list as you are developing a new publication and as a doublecheck in reviewing
product drafts.
- Key Principles of Effective Low-Literacy Print Materials
- Examples of Effective Communication
Many organizations have developed products that illustrate effective
use of the checklist guidelines. This section discusses each communication
principle on the checklist in more detail and provides examples of their
use in existing products. A complete listing of products can be viewed
by clicking on the following links:
Content/Style
- The material is interactive and allows for audience involvement.
- The material presents "how-to" information.
- Peer language is used whenever appropriate to increase personal identification and improve
readability.
- Words are familiar to the reader. Any new words are defined clearly.
- Sentences are simple, specific, direct, and written in the active voice.
- Each idea is clear and logically sequenced (according to audience logic).
- The number of concepts is limited per piece.
- The material uses concrete examples rather than abstract concepts.
- The text highlights and summarizes important points.
Layout
- The material uses advance organizers or headers.
- Headers are simple and close to text.
- Layout balances white space with words and illustrations.
- Text uses upper and lower case letters.
- Underlining or bolding rather than all caps give emphasis.
- Type style and size of print are easy-to-read; type is at least 12 point.
Visuals
- Visuals are relevant
to text, meaningful to the audience, and appropriately located.
- Illustrations and
photographs are simple and free from clutter and distraction.
- Visuals use adult
rather than childlike images.
- Illustrations show
familiar images that reflect cultural context.
- Visuals have captions.
Each visual illustrates and is directly related to one message.
- Different styles,
such as photographs without background detail, shaded line drawings, or
simple line drawings, are pretested with the audience to determine which
is understood best.
- Cues, such as circles or arrows, point out key information.
- Colors used are
appealing to the audience (as determined by pretesting)
Readability
- Readability analysis is done to determine reading level.
Technical terms raise the reading level of a publication. Do low-literate
readers need to know them? Will they understand them?
There is no absolute answer to this question. Pichert and Elam point out
that when technical terms are used in the reader's daily life, they can
be as familiar as any other words. For example, an older American will know
the terms "Social Security benefits," and a person with diabetes
will be accustomed to technical words such as "insulin" and "reaction."
When a text does include technical terms, some writers suggest putting a
simple explanation next to the term. They believe a glossary approach may
add to the low-literate reader's difficulty in getting through the text.
People may not realize that unfamiliar words are defined in a separate section.
Many practitioners feel that the "need to know" criterion is an
important one to apply to this decision. "If my objective is to increase
the use of mammography, I have to use that term," one writer says.
"But if I'm asking people with HIV to take AIDS - delaying actions,
does the audience need to know the term 'opportunistic infection'? I chose
to avoid the term, and pretesting showed that the audience understood what
they needed to do to avoid infections without learning it."
How can I keep material on technical topics simple throughout an expert
and/or organizational review process?
Every writer interviewed for these guidelines had experienced
this concern. The simplicity of effective low-literacy products is startling
to many reviewers, especially those accustomed to sci- entific or technical
publications. They often are unfamiliar with low-literacy techniques and
may be concerned that a product written at a low reading level may reflect
poorly on the expertise of an agency or organization.
Several writers suggested ways to work constructively with reviewers on
this issue. Ideas include:
- Educate reviewers about the need and scientific foundation for low-literate
writing techniques.
- Involve reviewers at the concept development stage so that they
are not surprised at the draft they receive.
- Make sure that all simple explanations are accurate. Do not distort
the scientific or technical facts as you pare away the details.
- Work personally with the reviewers. If a suggested change is inappropriate,
discuss both of your concerns and work cooperatively toward a solution.
- Test reviewer-inserted concepts, specifically during prepublication
evaluations. If the reviewer's idea does not work with the audience, you
will have a firm basis for change.
Are pictorial signs, symbols, and charts more effective than words for a
low-literate reader?
Not necessarily. Some experts suggest that "universal"
symbols, such as a stop sign, an arrow, or a big black "X" usually
test well with this audience. When a pictorial representation is open to
interpretation, however, it can fail to communicate with any audience. Likewise,
while a simple chart may work well, a large matrix or visually busy schema
are likely to confuse. For example, functionally illiterate individuals
have trouble using a bus schedule.
I know that low-literate products should focus only on a few key concepts.
How do I handle a complex topic with 8 or 10 important messages when I can
only afford to do one low-literacy publication?
A strong grouping of main and subpoints is a common solution
to this problem. When individual sections are sequenced effectively and
each can stand alone, readers can approach the text at their own pace.
I cannot afford to do separate low-literacy publications for all of
our organization's publications. Is there an effective way to adapt higher
level reading materials for low-literacy populations?
For many years, the only products available to professionals
who work with low-literate groups were written at a high reading level.
These professionals became adept at picking out the key concepts and highlighting
them for their clients-- using underlining, circles, stars, or arrows that
meant "pay special attention to this."
Although the experts would not call this approach ideal, it does meet the
readers' needs better than untailored higher level material.
Writers also attempt to meet the needs of both audiences by using headlines
and subheads to carry key message points, in logical order. Low-literate
readers-- and others who only skim written materials-- can skip the details
that the accompanying text provides.
All of my products need to be photocopied and that means I cannot use color.
Sometimes my budget will not allow for illustrations either. Can I still
design an effective low-literacy product?
Although color is a powerful communication tool, strong format, good use
of white space, and alternative highlighting devices can help a black-and-white
product convey its message.
Low-literacy products do not always need illustrations to "break up
the text." Boxes, lines, and white space can keep a design from being
too copy-dense.
Pictures that illustrate an action or a key point are valuable, however,
and they do not have to be expensive to produce. In fact, simple line drawings
usually are preferable to detailed pictures for this audience. Even "off-the-shelf"
computer clip art can be effective if it fits the message and tests well
with the audience.
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