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Did you know one of the earliest forms of interactive design was the humble form? It still is the most commonly-used interface between a company and their client. Unfortunately, it can also be one of the most convoluted, over-complicated, badly-worded communication devices a company will ever publish — online or in print. That’s usually because they are rarely edited. When a question is regularly answered incorrectly it’s sometimes rewritten but most often it’s just asked again – using different words. That’s why we have 16-page forms.

In a previous life, I studied the intricacies of form design. In the interest of knowledge sharing – here’s my seven clear communication rules for form design.

1. Less is more.

This rule works pretty much for anything, but especially in form design.
Don’t use forms as a fishing expedition — only ask for information you need.

The more questions you ask, the greater the chance of user error, and the less likely the form will be completed. (Unreferenced) research I read recently stated that asking for a telephone number (and therefore inferring the user will be called) reduced the completion rate by 5%. My experience backs that up. So, the moral is, only ask for information that you need.

2. Be clear.

Write and design forms strategically.
Start by understanding the information you need and why you need it.

Begin the form with a clear explanation of ‘why’.
Why you are requesting the information, what you will do with the answers and who to contact if further clarification is needed.

3. Allow intuition

Go with the flow — make your form as easy as possible to complete – the more intuitive for the user, the great the chance of success.
That means positioning the label (or question) as close as possible to the input field so the relationship is clear.

It also means designing the input field to suggest the appropriate response. For example, when asking for a credit card number, don’t leave a line or an empty space. Instead, allow 16 boxes for 16 numbers. That means one (easily) missed number will be obvious. And use technology, like including ‘drop downs’, to limit selections to relevant responses.

4. Aim for simplicity.

The simpler the layout, the more clarity and the easier understood.

One proven layout is to use a single column grid, ranging all information to the left with labels positioned directly above the input field. Aligning text to the left helps provide structure. It allows a user to quickly scan the form to assess the time needed to complete the task.

5. Group similar questions.

Sometimes you just need to ask a lot of questions. One solution is to group ‘like’ questions into sections. That way users will scan a page and see 5 sections (rather than 25 questions).

Clumping ‘like’ information is helpful because it follows logic. For example: grouping all contact information together is logical. It makes sense. It works with, rather than against, someone’s brain. Similarly, in a motor accident insurance form, asking the make, model and registration of the car within the same section helps the user because they probably have all that information in the one place.

6. Use clear communication.

Sounds simple but using less words rather than more can be challenging. Forms are not novels. They’re not read, they are usually scanned. Don’t feel the need to phrase questions as full sentences. Instead, aim for short, succinct directions of one or two words.

Not: Where is your place of business located?
Instead: Business address.

Of course, online survey platforms like Typeform are based on a completely different approach. They work on the premise of having informal ‘interactions’ — or conversations — with the users. It’s a successful method of harvesting information where forms don’t need formality to be credible (like, for example, in an insurance claim).

7. Use colour.

A limited use of colour aids clarity. It can help segment information into sections, separate prompts from questions, and highlight a ‘call to action’.

It can also help avoid missed questions. Incomplete forms are common, and they can be costly. It means both the end customer and the company need to revisit the data.

Designing for contrast between the input field and the background helps emphasise a missed question. Even a light-coloured background will recede and highlight white input fields. That means the user can easily flick back over the page and identify any empty input boxes.

Of course, online forms overcome that problem by not allowing progression to the next page while a field remains empty, but they too can benefit from the use of colour.

Designing for clear communication.

Fundamentally it is all about clear communication. Clear communicaation makes information is more accessible to more people. It means forms can be accessed easily and understood at first read. And it means forms can be completed without pain, quickly and easily.

Got a brilliant form layout that you would like to share? Make sure you enter our awards – I’d love to see it.

About the awards

The Clear Communication Awards are a joint project of myself, Joh Kirby and Carolyn Alexander. Our panel of esteemed judges will award projects that combine excellence in design, communication and plain language. I’ve made sure there’s a category for forms.

The awards open in June 2019.

We’re releasing information regularly. Subscribe to our mailing list or follow our Clear Communication Awards page on LinkedIn to receive updates on categories, judges and lots of information on clear communication.


Carol Mackay

Carol is a designer and co-founder of the Design Business Council, an organisation founded to promote excellence in design and its role in a successful and sustainable business. Prior to the DBC, Carol co-founded and managed a successful graphic design studio: Mackay Branson design.

Her design career focussed on helping the financial, legal, insurance, superannuation and service sectors use design to add clarity to their often complex message. She now uses the same skills to help business understand design, and designers understand business.

Carol Mackay

Author Carol Mackay

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