Inclusive language
PostNord should be available for as many people as possible. If we're using a language that is clear, simple and takes other people's perspective in consideration, more people will feel welcome.
Ground rules
- Always strive for a high level of accessibility, using WCAG guidelines.
- Clarity and simplicity are the easiest ways to include more people.
- Don't ask for more personal information than needed.
- Avoid wording that may be perceived as discriminatory.
Vagueness
When we are unsure how to explain something, we tend to be to vague and use jargon. That makes our texts less trustworthy. This is especially tempting when addressing business customers. Remember, these are the same people who use our private services after the workday.
Preferred vs Avoid
| Preferred | Avoid |
|---|---|
| English | English |
| Freight, parcel, service | Product |
| Faster, easier, more economic, safer etc | Better |
| A way to, a possibility, a combination of... | Solution |
| Swedish | Swedish |
| Frakt, förpackning, tjänst | Produkt |
| Snabbare, enklare, säkrare osv... | Bättre |
| Ett sätt att lösa, en möjlighet att... | Lösning |
Examples of easier words
This list can, of course, be extended, but these examples illustrate the pattern. There are other examples as it differs what is hard to understand.
Preferred vs Avoid
| Preferred | Avoid |
|---|---|
| English | English |
| Buy | Purchase |
| Help | Assist |
| component | part |
| didn't | Failed to |
| finalize | complete, finish |
| Swedish | Swedish |
| Brev och paket | Försändelser |
| Skicka ut | Distribuera |
| Leverans | Utlämning |
| Leveranskedja | Supply Chain |
Avoid own assumptions and judgements
Avoid making assumptions and judgements about the reader. This often occurs when talking about gender or age, or when we make assumptions about how people experience our product. Additionally, we should avoid writing about disabilities as an identity.
Preferred vs Avoid
| Preferred | Avoid |
|---|---|
| English | English |
| Set up an account in only three steps | It's easy to set up an account |
| Caroline, 76 tested the app | An elderly woman tested the app |
| A person with a disability | A disabled person |
| Swedish | Swedish |
| Skapa ett konto i bara tre steg | Det är enkelt att skapa ett konto |
| Caroline, 76 år, testade appen | En äldre kvinna testade appen |
| En person med funktionsnedsättning | Funktionshindrade |