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7.1
You will have your own ideas about the format and design of your charter. The important
point is that the presentation should make people want to use it, and make it easy for
them to do so.
Format
7.2
Remember that too much information puts readers off. Bear the following in mind:
 | consider how best to reach your users. This
will vary depending on the service. In most cases a written charter will be right. But
don't forget other means of communicating - video, posters, Internet etc;
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| keep your charter short and punchy. Ideally,
it should be no more than 4 to 6 pages long. If longer, see if anything can be deleted; in
particular make sure you do not include too much general information on your service or
organisation. If you cannot shorten it, include a short summary and a contents page with
page numbers;
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| use plain language and avoid jargon. If you
have to use jargon, give a simple explanation of what it means;
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| use personal references (in other words we
and you) to make your charter friendlier;
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| ask your users if the language and layout are clear. |
7.3
If many of your users are from ethnic minorities, consider how best to get your charter
and the information it contains across to them. You could ask those people who work in
your organisation who have contact with minority users to talk it through with them, or
publish it in different languages and publicise the fact that it is available in these
languages. This should be on the front or back page in the other language, otherwise
people who do not read English may not even open the charter. If your charter applies to
the people of Wales, it should be available in Welsh. (For more help and information about
the Welsh Language Act, refer to the contacts list at Annex D.)
7.4
If there is enough demand, think about whether to make your charter available in braille,
on tape, or in large print. And, if appropriate, use British Sign Language or Makaton (a
pictorial language for people with learning disabilities). Again, you should say that it
is available in these formats. For advice on how to make information available to people
with particular needs, contact the Royal National Institute for the Blind, the Royal
National Institute for Deaf People, the British Deaf Association, or MENCAP (see contact
details in Annex D). And have a look at the 'Informability Manual',
by Wendy Gregory (published by The Stationery Office - see Annex
C for address details). For information about the Disability Discrimination Act 1995,
see Annex C for suggested publications and Annex
D for contact details.
Design
7.5
Keep the following in mind:
| an eye-catching front page is important. If
it is attractive, it is more likely to draw readers in and encourage them to read your
charter. Think carefully before you use pictures of senior staff. Recent research suggests
that this is disliked by the public;
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| do not over-design your charter. Keep it
simple and user-friendly. Flashy documents are off-putting and seen as a waste of money.
If you can afford it, produce several rough designs and get users' views;
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| use a reasonable-sized typeface (at least 12 point).
A typeface that is too small may be hard for some people to read. Avoid a
light-weight typeface as they are harder to read;
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| use headings, tables and illustrations to break up
the text;
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| do not print over background pictures or logos. This
makes reading difficult;
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| use colour and tints to make the presentation more
eye-catching. But be careful not to use too much colour or combine the wrong
colours (for example, green and red), which people who are poor sighted or colour-blind
will find hard to read;
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| try to use one font in each block of text. A
combination of too many different fonts can be hard to read;
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| include interesting graphics or icons - but
do not overdo it! People often think that cartoons, for example, are talking down to them;
and
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| use matt or silk paper finish, never gloss,
as this reflects light and makes reading more difficult. |
Use of the Charter logo
7.6
The Charter logo can only be used on national charters that have been produced in
accordance with this guidance. Copies are available from Rod Sweek on 020 7276
1750.
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