ABSTRACT
In 2013, Lippincott redesigned UK energy provider npower’s customer energy bill (Figure 1). npower’s press release declared that the redesign aimed to ‘cut out the clutter’, enable dierent kinds of reading strategies (particularly skimming and checking), and ‘prioritize’ the information that ‘customers want to know’ (npower 2013). It also stated that the redesign was intended to build relationships and trust ‘through the provision of clear, simple, and easy to understand information’.
