Skip navigation and images and jump to page content


Understanding the user who isn't you

Mobile phoneLaptop computeriPod


Nutrition labelling

There are many complex areas where consumers have to make decisions. According to the Basic Skills Agency roughly one in five people in the UK are functionally illiterate, and we are all of us, sometimes, in situations where we need directions about what to do next. So clearly presented, direct information is essential to ensure everyone has the opportunity to use products and services, and to protect them from mistakes. In the much-contested world of nutrition information, the five-a-day fruit and veg campaign launched in America in 1991 and now adopted in many other countries is a great example of a clear, positive message that communicates to everyone and influences behaviour. It sets a precedent for focusing on a simple, top line message, that could be followed to support people in many complex situations, for example dosing medicines, managing money, or using a new piece of equipment.