Readability of Vegan Outreach Literature
To evaluate the readability of such materials in a more robust and transparent manner, the Faunalytics partnered with VegFund and FARM to test a selection of outreach materials that are commonly used by vegan advocates. The average readability scores placed these materials in the range of the 11th grade reading level or higher, which is three to four grade levels higher than the average U.S. adult.
Summary of Results (from report):
- The average U.S. adult has a 9th or 10th grade reading level, and 44% of adults have an 8th grade reading level or lower.
- Faunalytics recommends developing vegan outreach materials at a 7th or 8th grade reading level in order to ensure comprehensibility for a large proportion of the target audience.
- However, all of the vegan outreach materials evaluated in the current study are written at an 11th grade reading level or higher, indicating that the vegetarian movement’s most popular materials might be incomprehensible to half or more of the target audience.
- Based on six readability tests, the average readability scores ranged from a low reading level of 11th grade for PCRM’s vegetarian starter kit to a high of 15th grade (beyond college level) for the Humane Myth brochure.
- Additional research including focus groups (and possibly one-on-one interviews) would allow a more comprehensive evaluation of the materials beyond basic readability. Faunalytics recommends a collaboration to conduct additional qualitative research at a cost of $8,000 to $12,000.
January 17, 2012 - by Faunalytics
Faunalytics, VegFund, FARM, 2011