There’s excitement to be had when a project lands on the desk that one can really get their teeth into. The brief is solid, an encouraging opening conversation has stirred the mind and ideas, colours and shapes are already spinning around. There is, however, a long journey between the first images seen in the mind’s eye and the solutions initially presented to the client. It is also invisible.
Who hasn’t used waffle to fill a 3,000 word college essay? Or been guilty of using big words just to impress? But when it comes to writing in Plain English, the axiom ‘less is more’ should always be applied. Why use more words than you actually need?