Zurich Insurance Forms

In the Zurich Life Insurance Forms there is text that asks questions, text that is instructional, and text that is explanatory. We created three distinct voices for these through the use of type hierarchy and colour. The use of different voices helped form-fillers better negotiate the 28-page form.

These voices also provide a sense of conversational turn taking between Zurich, a person’s adviser and the form-filler. Forms often take the place of a direct conversation where someone would ask questions and the other respond. By filling out a form we are having a conversation with an organisation and them with us. Incorporating elements of the conversation process is therefore essential to creating a successful form. We undertook this project for Zurich Insurance on behalf of the CRI.