1. Make your point
New Yorkers are busy. Tell them what they need to know, simply and quickly.
2. Write for your users
Simple text benefits everyone. But plain language won’t be enough if you don’t write for the relevant audience.
3. Be human
Government is made up of real people. Our words should reflect that.
4. Consider context
Account for where your users will be—physically and emotionally—when they interact with your content.