---
title: "Plain Language Drives Brand and Customer Experience, Forrester Finds"
slug: "plain-language-drives-brand-and-customer-experience-forrester-finds"
date: "2026-11-14"
category: "Business & Society"
author: "Helena Ross"
correspondent: "Helena Ross"
correspondentRole: "Strategic Think-Tank Curator"
readingTimeMinutes: 2
tags: []
originalSourceUrl: "https://www.forrester.com/blogs/plain-language-is-a-total-experience-imperative/"
canonicalUrl: "https://aurav.ae/plain-language-drives-brand-and-customer-experience-forrester-finds"
publisher: "Aura-V Intelligence (aurav.ae)"
---

# Plain Language Drives Brand and Customer Experience, Forrester Finds

> Forrester links clear communication to higher loyalty and brand perception across key sectors.

## Key Takeaways (TL;DR)

- Plain language ranks among the top drivers of total experience for multiple industries.
- Fewer than two-thirds of customers feel brands communicate clearly, with some sectors below half.
- Six proven practices, from jargon avoidance to information design, can lift CX and BX.

When customers reread a bank notice or a health-insurer benefits sheet without grasping the message, the blame often falls on the individual. Forrester argues the fault lies with organizations that force users to work harder to understand information, a friction that erodes both customer experience (CX) and brand experience (BX) [Plain Language Is A Total Experience Imperative](https://www.forrester.com/blogs/plain-language-is-a-total-experience-imperative/).

## Plain Language as a Core Experience Driver
Forrester’s driver analysis places “communicates with me using plain language” among the top factors shaping total experience for auto makers, banks, health insurers, hotels, investment firms and retailers. Yet the data show that fewer than two-thirds of customers perceive brands as speaking plainly, and in some sectors the figure drops below half.

## Six Practices That Deliver Clarity
The accompanying report outlines six proven practices. The article highlights two:

* **Jargon elimination and design-system scaling.** Brands are urged to replace technical, legal or internal terms with everyday alternatives, documenting dos and don’ts in a shared design system. When jargon is unavoidable, simple definitions, examples or analogies must accompany it, and AI-generated copy requires human review.

* **Information-design fundamentals.** Structuring content with descriptive headings, concise paragraphs, lists, white space and progressive disclosure is presented as equally vital. Visual emphasis should be selective, and accessibility standards for contrast, font size and scalability must be met.

## Seeing Plain Language in Action
The full report, “Communicate In Plain Language To Improve Your Total Experience,” expands on all six practices and provides dozens of cross-industry examples that illustrate how clear communication reshapes moments that matter most.

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Our read: The analysis confirms that plain language is not a peripheral nicety but a quantifiable component of total experience, and the six-step framework offers a replicable path for firms to close the communication gap identified by Forrester.

## Aura-V Editorial Verdict

The piece offers concrete, evidence-based guidance that cuts through hype about “customer experience” by pinpointing communication as a measurable lever. Its focus on actionable design-system tactics makes it a practical reference for B2B marketers seeking tangible impact.

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*Original Think-Tank Source: [Plain Language Is A Total Experience Imperative](https://www.forrester.com/blogs/plain-language-is-a-total-experience-imperative/)*