Elegant Simplicity: Bridging the gap between the writer and the reader

Elegant Simplicity

bridging the gap
between the writer
and the reader

Penny McKinlay
Communication, Research, Analysis
Saskatoon, SK, Canada
penny@axonsoft.com
http://www.pennymckinlay.axonsoft.com
www.wanderlustandwords.blogspot.com

You wrote it . . .
. . . but is anyone reading it?

Text doesn’t exist in isolation.
It is part of a page or a computer screen.
The way the words
are organized on the page
affects the way they are perceived.

Effective writing is simple and elegant
– like a well-designed garden.

It invites readers
to enter,
to follow the story,
to explore the ideas.

Here are three key tools for
increasing readability:

#1 Start a conversation with the reader.
Invite them to start reading.

#2 Eliminate the clutter.
Make it easy for readers to follow the flow of your story.

#3 Highlight the most important information.
Encourage readers to pause and consider.

#1
Start a conversation
with the reader

Catch the reader’s attention and tell them what to expect.
Titles
Subject lines
Table of contents
Lead paragraphs

Might be interesting

That’s what I’m looking for

Include the reader in the conversation.
I, you, we
Questions
Quotes
Images of people’s faces
– especially their eyes

What’s on YOUR travel life list?

“faces grab attention,
are recognized quickly,
and bypass the usual brain interpreting channels”

Here are two versions of a slide.
The second one does a better job
of connecting with its audience.

#2
Eliminate the clutter

There is way too much “stuff” in this tiny patio garden.

Time to clear away some of the clutter.

Eliminate unnecessary information.

PowerPoint presentations are visual
- like movies or comics.

Boring!

Politically incorrect – maybe.
But very effective.

Eliminate unnecessary words.

“We'll be working with the UK. The UK are already rolling out the biometrics. What we'll be endeavouring to do is to supplement and value add to that framework that's already in place, those technologies, so that we're not replicating or duplicating them.”Robert McClelland, Australian federal Attorney General
(weaselwords.com.au)

“A solitary
crow on a bare branch –
autumn evening”
Basho

Eliminate unnecessary visual effects.

So much information – charts, numbers, images, colours. But what is important?

Reducing ideas to their essential elements
highlights the key information.

Uncluttered charts are easier to read.

Too many bright colours makes it hard to read
the data and nothing stands out.

“Empty space
can be dynamic and active
through careful placement
of positive elements.”

#3
Highlight the
most important
information

Chunk it and keep it short.
Sub-headings
Side bars
Call-out boxes
Small sections of text

Group related information.

Prioritize: first things first.
Lists are clear and easy to follow.

Mexico City Unmasked:
20 Insider Tips

Provide visual cues.

Credits
Slide 14 – Spacing magazine, national issue, Spring 2011
Slide 15 – The Idiot and the Odyssey, Joel Stratte-McLure (Kindle version)
Slide 16 – Content Rules, Ann Handley (Kindle version)
Slide 17 – Fast Company email newsletter
Slides 18, 53 – The Oprah Magazine, May 2011
Slides 20, 21, 50 – Travel + Leisure magazine, 2010
Slide 22 - Susan Weinschenk, 100 Things You Should Know About People: #92, http://www.whatmakesthemclick.net/2011/03/27/100-things-you-should-know-about-people-92-there-is-a-brain-area-dedicated-to-perceiving-faces/
Slides 22, 46, 54 – Budget Travel magazine, April 2010
Slides 24, 25, 31, 32, 37, 38, 42, 59 –http://www.slideshare.net/garr/sample-slides-by-garr-reynolds
Slide 30 – iStockphoto

Credits, cont.
Slides 39, 40 – Graph Design IQ Test, Stephen Few, www.perceptualedge.com
Slide 41 – Garr Reynolds, Presentation Zen Design
Slide 45 – Casa Batlló Visual Guide, DosdeArteEdiciones
Slide 47 – Wanderlust magazine, November 2010
Slide 49 – Afar magazine, May/June 2011
Slides 52, 57, 58 – online software documentation, Axon Development Corporation
Slide 56 –http://www.andyrutledge.com/gestalt-principles-3.php
Unless otherwise noted, all photographs were taken by Penny McKinlay in Spain.

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Elegant Simplicity: Bridging the gap between the writer and the reader

by Penny McKinlay on Aug 08, 2011

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