Elegant Simplicity

bridging the gap between the writer

and the reader

Penny McKinlayCommunication, Research, Analysis Saskatoon, SK, Canadapenny@axonsoft.com http://www.pennymckinlay.axonsoft.comwww.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.

#1Start 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

• I, you, we• Questions• Quotes• Images of people’s faces – especially their eyes

Include the reader in the conversation.

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.

#2Eliminate 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.”

#3Highlight 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.

CreditsSlide 14 – Spacing magazine, national issue, Spring 2011Slide 15 – The Idiot and the Odyssey, Joel Stratte-McLure (Kindle version)Slide 16 – Content Rules, Ann Handley (Kindle version)Slide 17 – Fast Company email newsletterSlides 18, 53 – The Oprah Magazine, May 2011Slides 20, 21, 50 – Travel + Leisure magazine, 2010Slide 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 2010Slides 24, 25, 31, 32, 37, 38, 42, 59 – http://www.slideshare.net/garr/sample-slides-by-garr-reynoldsSlide 30 – iStock photo

Slides 39, 40 – Graph Design IQ Test, Stephen Few, www.perceptualedge.com

Slide 41 – Garr Reynolds, Presentation Zen DesignSlide 45 – Casa Batlló Visual Guide, DosdeArte Ediciones Slide 47 – Wanderlust magazine, November 2010Slide 49 – Afar magazine, May/June 2011Slides 52, 57, 58 – online software documentation, Axon Development CorporationSlide 56 – http://www.andyrutledge.com/gestalt-principles-3.php

Unless otherwise noted, all photographs were taken by Penny McKinlay in Spain.

Credits, cont.