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When writing or editing sign content in this system, you want to make everything sound cohesive. These rules govern grammar, vocabulary, and length, so that the stories we're telling can reach as many people as possible.
These are guidelines for how much and what should be written for each content section:
3 Sec Title
2-4 words, maximum 4 syllables/12 letters in a word. No more than 2 longer words.
For Educational content, keep it witty and fun, but for Operational or Maintenance content, keep it straightforward.
30 Sec Summary
1-2 sentences.
For Educational or Operational content, provide a basic explanation of the concept. For Maintenance content, use this space to call the reader to action.
1 Min Bullet Points
1-2 introductory sentences, 2-6 bulleted items.
This category is only used for Educational content.
1 Min Paragraph
2-4 sentences.
For Educational content, use this section to explain the story deeper, and if necessary add regulatory language as another sentence (keep off, etc). For Maintenance content, this is one sentence of explanation.
In general, we should be writing at a fourth-grade reading level. This means:
Sentences should follow a simple structure, using a complex structure for one out of every three sentences at most. Complex sentences join two related ideas together in one sentence. For example:
"I ate an apple. It was very delicious." is two related ideas, separated in two sentences.
"I ate an apple, and it was very delicious." is two related ideas, joined in the same sentence.
Sentences should have fewer and shorter words when possible. To be specific, about 13-14 words per sentence at most, and an average of 2-3 syllables per word. These numbers are not meant to be stiff barriers, but rather a guideline for averages. Certain words will take up more syllables, and certain sentences will use more words - use your best judgement, and simplify when possible. For example:
"Upon arising from my somnolence each morning, I prefer to feast on the crisp, tart fruits called apples, and savor the rich mouthfeel of fresh milk." uses a lot of words, some of which are very long.
"I like to eat apples and drink milk each morning when I wake up." conveys the same ideas, but in fewer, simpler words.
Try to stick to plain, everyday language - avoid using jargon or specialized terms when possible.
When needed, always spell out acronyms and define less-known concepts or vocabulary terms while introducing them. What we might consider 'less-known' is subjective, but try to remember that many people might not know much about sustainability or the environment. For example:
"GSI" is not a common acronym, so it needs to spelled out in its first use. Later mentions can use the acronym, so long as the acronym was first defined.
"Green Stormwater Infrastructure is not a concept the general public is familiar with, so it needs to be explained.
In addition to these main rules, here are a couple other things to keep in mind:
Bulleted lists, like this one, are generally more digestible. Make full use of the 1-minute bullet point section!
Write using an active voice! Active voice makes you sound more authoritative, which gets readers to listen to what you have to say. For example: "Somebody ate the apple." is in active voice, while "The apple got eaten." is in passive voice.
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