Background: In Australia, several formats of written information are made for people with intellectual disability and/or low literacy, such as Easy Read, Easy English and Plain Language. More understanding is however required about the decision-making behind their features, as it is not always clear which formats use which features or for what reasons. Method: Twelve semi-structured interviews were conducted with leaders/senior staff in Australian accessible information provider organisations who make 'easy' information. Data were thematically-analysed, via a two-stage deductive-inductive process. Results: The results show overlaps between different 'easy' information formats in Australia. 'Easy' information provider organisations make choices about what reading-level and images to use based "how" they see their envisioned audience "using" the information and "what" will make their envisioned audience feel "recognised/empowered." Conclusions: No single 'easy' format will suit everyone. 'Easy' information providers need to be more specific about the audience and associated features of their products.