Description and Examples of Index Items

Part A: Core Items
(applies to all materials)

Main Message and Call to Action

1. Does the material contain one main message statement?
2. Is the main message at the top, beginning, or front of the material?
3. Is the main message emphasized with visual cues?
4. Does the material contain at least one visual that conveys or supports the main message?
5. Does the material include one or more calls to action for the primary audience?

Language

6. Do both the main message and the call to action use the active voice?
7. Does the material always use words the primary audience uses?

Information Design

8. Does the material use bulleted or numbered lists?
9. Is the material organized in chunks with headings?
10. Is the most important information the primary audience needs summarized in the first paragraph or section?
11. Does the material explain what authoritative sources, such as subject matter experts and agency spokespersons, know and don’t know about the topic?