Five years have gone by, and yet we still remember those visuals.
It’s hard to forget what entered our public spaces during the long months of the Covid-19 pandemic.
These posters plastered everywhere had a clear purpose: to raise awareness among the entire population about barrier gestures.
Without knowing it, we were exposed to Easy Read information.
In a world saturated with information, making yourself understood quickly and clearly is no longer an option; it’s a competitive advantage. Why has Easy Read become the universal language? How can you boost the effectiveness of your communications and better impact your target audience?
Easy Read: the tool you use without knowing it
A simple language that speaks to everyone (and not just people with disabilities)
Easy Read is a way of writing that aims to make information accessible to as many people as possible. Its objective is simple: to allow everyone to understand a message without any difficulty, regardless of their reading level or language proficiency.
It can be adapted to any language, making it an effective tool for transmitting information. Here at Swisstranslate, our experts implement the Easy Read method in all European languages. Discover the languages we translate and adapt.
By following precise rules, this method improves understanding for all types of audiences: people with intellectual disabilities, children, the elderly, or those who do not have a good command of the language in which the content is written.
The origins of the Easy Read method
Although Easy Read really spread in public spaces from the 2000s, it actually stems from the 1970s. It was at this time that a collective awareness emerged: written information must become accessible to all, regardless of cognitive abilities or reading level.
Three countries then played a pioneering role in this movement: Sweden, Germany and the United Kingdom. These nations were the first to experiment with simplified forms of communication, with the aim of better including people with intellectual disabilities.
The initial objective was clear: to enable these people to access essential information, whether administrative, legal or medical, as many were excluded from civic life simply because they could not understand the complex texts they encountered. To address this, local initiatives were emerging, often led by committed associations. They proposed translating or adapting official documents into simplified versions, so marking the first concrete experiments of the Easy Read method.
Today, it is clear that the Easy Read method is no longer aimed solely at people with intellectual disabilities. Its usefulness extends far beyond this specific audience, meeting the needs of a growing number of people in today’s society.
The Covid-19 pandemic is an excellent example of this. During this period, clear messages were imperative. Posters disseminating barrier gestures and health safety measures were often designed according to the Easy Read principles. Their objective: to convey simple, readable and impactful instructions, which could be understood by all, at a glance.
Of course, these messages were of the utmost importance for people with intellectual disabilities. But they were also extremely useful for children, the elderly, non-French speakers, or simply citizens in a hurry or stressed by the situation. In a context where everyone had to adopt the right reflexes, the Easy Read method proved to be a valuable tool for effectively informing the entire population. You can find our latest publication on this subject on LinkedIn.
The Easy Read rules: how does this method reach such a wide-ranging audience?
For a text to be recognised as Easy Read, it must meet precise rules, defined at European level. It is not just a matter of writing “simpler”, but rather of following a rigorous method:
- The content should be clear and direct, with a single idea per sentence. Common, concrete words are preferred, and jargon, unexplained acronyms, passive expressions or metaphors are avoided.
- Sentences should be short, in the present tense, and the text’s structure follows a linear logic (moving from the simplest to the most complex).
- Layout is essential: sans-serif font (such as Arial), size 14 or higher, left-aligned, with well-defined spaces between paragraphs.
- Explicit headings, bulleted lists and pictograms or images are used to help illustrate key ideas.
But the real specificity of Easy Read is the last step :
- The text must be approved by the people concerned (people with intellectual disabilities).
They proofread the document to ensure that it is understandable. Only after this important validation can a text bear the official mention “written in Easy Read”.
A strategic communication tool (not a constraint)
For a long time, Easy Read suffered from a poor reputation, often due to prejudices or a misunderstanding of what it really is.
Many professionals still believe that the Easy Read method “devalues” the information. We sometimes hear: “It’s childish”, “It doesn’t sound serious”, or even “Our customers know how to read, there’s no need for that”. However, the Easy Read method doesn’t simplify the content; it makes the form accessible, which, on the contrary, requires real expertise.
While Easy Read was initially meant for people with intellectual disabilities, which in itself is a major step forward, it also confined the method to a niche perceived as medical and social. Some organisations were reluctant to use it, for fear of “stigmatising their audience” or “devaluing their image”.
Little known in communications, marketing or even public service circles, it was seen more as a regulatory constraint than a strategic opportunity. It was not seen as a lever for clarity, trust or inclusion, but as a secondary task, sometimes entrusted to volunteers or interns with little or no training.
We now know that the Easy Read method is a competitive advantage for brands and institutions that want to speak clearly to all their audiences. Many professionals are rediscovering the power of clarity and inclusion… provided they move beyond old clichés.
Making your content clear is possible (and profitable) with Easy Read
Too complex a message, one less customer
Have you ever found yourself stuck in front of a poster, a website or a letter without really understanding what was expected of you? Faced with confusing content, how many seconds did you focus on the message before moving on? Probably less than ten. And you’re not the only one: our brain is programmed to avoid unnecessary effort. When confronted with information that’s unclear, too dense or poorly presented, it disconnects and immediately seeks to return to familiar territory – in other words, to skip ahead.
In a world saturated with messages, attention is a luxury, and it can only be earned if understanding is immediate. If your reader’s or customer’s brain has to “work” to understand, then they won’t engage. They won’t go any further. And they won’t come back.
It’s important to remember: no understanding, no trust. No trust, no action. This is why the clarity of your content isn’t an aesthetic detail; it’s a strategic lever. It determines your message’s ability to reach its target, convince, and convert. And the greater your audience, the more vital the need for clear language becomes.
So think about translating your content into Easy Read or adapting your logo and pictogram to make it easy to read and understand.
Institutions, brands: they already use Easy Read
Prevention posters, particularly during the Covid-19 crisis, almost systematically adopted the Easy Read codes: short sentences, one idea per line, explicit pictograms, direct language, without jargon. The objective was clear: to be immediately understood by everyone, regardless of their level of education or fluency in French. And these materials have proven their worth, effectively reaching very wide audiences in the context of a health emergency.
In the private sector, some players are taking it even further. The website of the Belgian insurance brand Flora openly displays its commitment to simplification, with phrases such as “No words that no one understands” or “Bye-bye to jargon” as the introduction to their page dedicated to the readability of their contracts. Swisstranslate’s language experts specialise in the insurance sector to ensure clear, accurate and effective transmission of your messages.
The finance sector is also adopting the Easy Read method. In Spain, CaixaBank has implemented an internal guide to disseminate Easy Read best practices to all its teams. It also offers a library of simplified documents, especially designed for people with reading difficulties, available directly on its website. At Swisstranslate, we select the best linguistic talents, experts in your field of activity, to guarantee clear, accessible content adapted to the challenges of the financial sector. Discover our resources dedicated to finance.
When it comes to public institutions, Switzerland is not lagging behind. The Canton of Vaud is preparing a Easy Read version of its brochure “Welcome to the Canton of Vaud”, already available in 17 languages. EVAM (Vaud Migrant Reception Establishment) has trained its teams in the Easy Read method and already offers several pages on its website, such as “I am a migrant” or “Ukraine”, written entirely in this format.
Even when these materials do not bear the Easy Read label, they apply the same principles: clear language, clear structure, relevant visuals, short sentences, etc. These are forms of accessibility already integrated into modern communication. Proof – if proof were needed – that the need is real, and that the solutions already exist.
Discover all the sectors in which our language experts are qualified in translation, copywriting, transcreation, post-editing and subtitling.
The right message, in the right format, for the right audience
To communicate effectively, you need to ask yourself: who are you targeting, and in what context?
More and more communities, hospitals, businesses and institutions are adapting their content to their audience, drawing inspiration from the Easy Read principles, even without actually displaying it as such. The result: they are more accessible, more readable, better understood… and therefore more effective.
Simplified reminder letters, explanatory notes for online procedures, documents for users in difficulty, more readable insurance contracts, redesigned membership forms, clear product information sheets, rewritten customer letters, better structured e-commerce FAQs, HR brochures tailored to new recruits, etc. The list is long, and it affects all sectors. At Swisstranslate, our experts work on a wide variety of documents.
Some government agencies have taken up the challenge by creating official Easy Read versions of their documents: aid application forms, explanations of social rights, healthcare communications, etc. In the private sector, more and more brands are relying on accessible formats to meet the needs of all their audiences: non-French-speaking customers, seniors, employees who are not comfortable with writing, or simply… in a hurry.
The transition to Easy Read is no longer limited to creating text that’s easy to read and understand; it’s also relevant to create a logo or pictograms in Easy Read, beyond communication media.
What I offer you: expertise, a method, an immediate impact
A professional method validated by Easy Read best practices
We have integrated Easy Read into our language service offering, scrupulously adhering to official standards and recommendations, because we are convinced that making information accessible to all is a real lever for impact for brands and institutions.
At Swisstranslate, our teams are made up of professionals trained by leading organisations specialising in inclusive communication.
We work according to a rigorous method, which includes:
- Rewriting the content according to Easy Read rules (simple vocabulary, short sentences, linear structure, etc.)
- Use of explanatory visuals or pictograms, if necessary
And above all, systematic validation by people with intellectual disabilities, working in tandem with our linguists, ensures that the messages are fully understood.
This collaborative approach, based on respect, clarity and efficiency, not only ensures that documents comply with Easy Read standards, but also that they are relevant to the target audience. Discover our copywriting service and don’t hesitate to contact us to discuss your needs.
A tailor-made linguistic and copywriting service
Within our agency, each client benefits from a dedicated project manager who supports them throughout their language projects. This single point of contact provides personalised and ongoing support, ensuring consistency, responsiveness and long-term quality.
From the launch phase, a discussion is organised via videoconference, telephone, or in-person to better understand your objectives, the characteristics of your target audience, and the specific constraints of your project. This exchange allows us to mobilise the linguistic resources best suited to your needs.
Thanks to our network of over 3,000 language experts, we can build tailor-made teams, combining translators, copywriters, proofreaders, and even Easy Read specialists, depending on the challenges of each project.
Our teams are also available 7 days a week to take care of any emergencies, because we know that some projects simply cannot wait.
Finally, each delivery is followed by a quality review. We collect your feedback and incorporate it into a continuous improvement process to evolve our services alongside you. We believe in long-term, trusting relationships based on attentiveness, transparency and commitment.
Discover our company, along with our employees and their expertise, on our website.
A simple first step to transform your communication
You have a language project in mind?
We handle all linguistic aspects of your written, audio or video projects: translation, post-editing, proofreading, editing, copywriting, transcreation, Easy Read, dubbing, subtitling, transcription, voiceover, layout and interpreting.
Regarding Easy Read adaptation, we handle: the translation and transcription of your documents in Easy Read, the creation of your texts in Easy Read, the creation of your logo and pictograms in Easy Read, the development of your communications in Easy Read, and the adaptation of your materials in Easy Read.
Our teams are available to discuss with you and together define the solution best suited to your needs and objectives. Request a quote now and receive a response in less than 30 minutes.