Principles of successful written communication

The following definitions are designed to help writers understand the principles of creating an effective message.

Clarity and effectiveness

For a message to be clear and effective, the writer must take a methodical approach to the writing process.

A clearly written document puts the reader first and is easy to read, understand and use. It is also logically organized, relevant to the reader and visually appealing.

But not every clear document is effective. A message is clear and effective only if it produces the desired result. Only the reader can tell whether a document is easy to read, understand and use.

Readable text

Readable text allows the reader to instantly grasp every linguistic and typographical (layout) element after reading it only once. The layout helps the reader understand the content.

Characteristics of readable text

• Clear, consistent vocabulary (short, familiar, concrete, positive words; repeated words instead of synonyms; proper grammar, syntax and punctuation)
• Verbs instead of nouns
• Personal style (I, we, you)
• Short sentences in the active voice
• User-friendly layout (good text-graphics balance; sufficient white space; appropriate colour choice; high contrast; scannable and structured information with reference points, such as headings)

Understandable content

Understandable content allows the reader to grasp and process the information after reading it only once.

Characteristics of understandable content

• Relevant (complete, accurate, concise, customized information)
• Structured (organized logically and presented in simple steps)
• Coherent (clear links between words, sentences, paragraphs and ideas)

Usable document

A usable document gets the message across: the reader can identify the purpose of the document (to inform, to persuade, etc.) or can use the information to carry out a specific task. In short, a document is usable if it reads well and contains a clear message.

Characteristics of a usable document

• Rarely refers reader to other documents
• Contains specific instructions (set out step by step, in chronological order)
• Places supplementary information (examples, glossaries, reference material) near the main points
• Is tested by potential users