If you’re wondering how we judge the success of plain language, here you go. This page includes both the criteria we use when judging the ClearMarks Awards and the scoring scale we use to score each dimension of the criteria.
Understanding audience needs
- Is it clear what the audiences should learn or do using this entry?
- Are the writing, tone and presentation appropriate for the audiences?
- Did you get the sense that the writers genuinely want the audiences who use this product to succeed?
Style or voice
- Do the writers follow plain writing principles? (for example, short-ish sentences with active voice)
- Does the product feel credible and sincere?
- Do the tone, choice of words and conversational style convey respect for the target audience?
- Do they avoid jargon?
Structure and Content
- Are the sections of the product clearly organized and labeled?
- Will the labels help audiences predict what is in each section?
- Do the writers create effective transitions between sentences, paragraphs and sections?
- Is the content presented in an order that tells a story or helps audiences complete a task?
- Do they convey key content while effectively winnowing unnecessary details?
- Do the writers provide relevant information in a balanced way, without overselling or underselling their points?
Information Design and Navigation
- Do the typography, color, and whitespace grab and guide the audiences’ attention?
- Do the layout and presentation make the product easy to scan?
- Can you tell by glancing where the important information or action is?
- (For websites) Does the navigation offer a visible, guided path through the content?
Pictures, Graphics and Charts
- Do the pictures, graphics or charts map to and support the content?
- Will audiences understand the point of the chart or graph?
- Do the visuals help audiences understand important points better or guide them on how to take important steps?
- Conversely: Are the images and graphics included merely as decoration? Or would the product be easier to understand if the writers had chosen more or different graphics?
Evaluation
- Were the evaluation methods appropriate considering who and how many will use the product and its importance to their well-being?
- Were the right evaluation methods (such as surveys, usability tests, or focus groups) used at the right time? Was there an explanation of why those methods of evaluation were chosen?
- Was the evaluation done with representative audiences?
- Were the findings used to shape and improve the final version?
Overall
- Will the target audiences be able to find, understand and act confidently using what they learn in this entry?
- Will the product help the authoring organization achieve its business goals (for example, increased customer self-service, enhanced mission, better consumer decisions)?
- Would you use this product as an example of effective plain writing and information design?
Scoring Scale
We grade each one of the criteria on a one-to-five scale, with five being the best. Here’s how we score your entries:
| 5 – Excellent |
A thought provoking and inspiring example of plain language. Masters all of the principles. Judges will want to tell others about this work. Distribution: The top 10 percent of the work we review. |
| 4 – Above Average |
Not much room to improve. Applies plain language principles consistently and effectively. Distribution: 20 percent of the work we review. |
| 3 – Average |
A competent example of plain language. Some more focus could significantly improve the execution. Distribution: The middle 40 percent of the work we review. |
| 2 – Improving |
Uses some, but misses most of the principles of plain language. Some, but not all, principles may be misunderstood or misapplied. Distribution: 20 percent of the work we review. |
| 1 – Needs Work |
Something significantly misses the mark. Principles and insights from testing may be misapplied. Distribution: The bottom 10 percent of the work we review. |