We work with you and your audience to create, adapt and evaluate content. We can join you at any stage in your project, whether you’re planning or reviewing communications.
We can also make content easier to understand before conversion to alternative formats.
To make content easier and more effective, we have pioneered an approach called Easier English.
Easier English is easier to process, retain and act upon, in print and online. It expands and modernises traditional plain English and Easy Read, and analyses and fine tunes language at multiple levels.
Accessible information starts with understanding your customers. We can’t create content without them. We also apply empirical research that involved your intended audience.
Our strategic and innovative approach brings new insight, and challenges assumptions about ‘plain’ and ‘easy’.
Our evaluation methods create guidance and transparency in what to test, and how. We use knowledge of linguistics, reading theory and customer insight, to identify why content may be difficult, and how to change it.
Our multilevel frameworks are systematic and evidence-based. Easier English integrates communication aims and needs with easier language at word, sentence, text and situational levels.
To ensure information is fully accessible, Easier English is embedded in the Accessible Information Ladder (AIL), to include document design, sensory and symbolic systems, formats and media channels.
The process of ensuring content is understandable and accessible is called Sense Making Optimisation (SMO). Sense Making Optimisation maximises (optimises) understanding (making sense). SMO enables you to identify strengths in accessible information provision, and identify the gaps, so no customer’s needs are overlooked.
Keep up to date with the latest news from Inklecomms on accessible information, industry leading techniques and how best to communicate with your wider audience in the most effective way.
Department of Work and Pensions
Inklecomms was asked by the DWP to provide advice and adaptations to ensure letters to claimants regarding Employment and Support Allowance, and Jobseekers’ Allowance, were easier to understand.
Claimant representatives were engaged in content creation and feedback.
Working with users and other stakeholders, Inklecomms improved the content, flow, relevance and clarity of standard letters, using Easier English.
Inklecomms also provided an accessibility audit for a proposed Easy Read leaflet. The audit included analysis and recommendations on intended audience and writing style, including text structure, expository features, language and illustrations.
This work contributed to a review of information products, following recommendations by the independent Work Capability Assessment and Oakley reviews.
Northern Neurological Alliance
A questionnaire to measure outcomes, for people with acquired neurological conditions, was adapted using Easier English. Adaptations aimed to improve ease of use and validity of responses.
Advice was provided on further, staged simplifications of the questionnaire, so that it could be adapted to meet the needs of people with progressive conditions.
VisitEngland and VisitScotland
Inklecomms provided language consultation for VisitEngland and VisitScotland’s new Accessibility Guides website, enabling tourism operators to produce accessibility guides for visitors with disabilities.
The main focus of the work was to construct questions, and multiple-choice answers, that would automatically generate readable, relevant, public-facing, online information.
The final website was simpler and more standardised than the previous format. User testing showed the site is easier for businesses to complete, and easier for people with accessibility needs to use.
‘These new guides will give clear accessibility information to make it easier for disabled visitors to plan their trips with confidence.’
John Glen, UK Government
‘The new accessibility guides will allow travellers to compare attractions and accommodation before choosing their destination, enabling them to make an informed choice.’
Sally Balcombe, VisitEngland Chief Executive
Royal Marsden Hospital
Inklecomms provided advice and training, to combine a complaints leaflet, and its Easy Read equivalent, into one standard document.
Adaptations using Easier English improved understanding, and ease of use, for patients and carers with diverse language, literacy and knowledge needs.