Engage your audience

Have you ever abandoned a piece of literature because it lacked fluidity, despite its relevance? Unfortunately, this phenomenon frequently occurs, often because of the deployment of industry-specific jargon. In addition, this writing style makes it challenging for readers to comprehend the content, resulting in boredom and disengagement.

George Orwell’s essay, Politics and the English Language, highlights this issue. In it, he rebukes his contemporaries for their unsatisfactory writing habits in what he dubs ‘modern English’. Orwell parodies Ecclesiastes 9:11 to illustrate how poor writing detracts from the reader’s experience.

To improve your writing and captivate your readers, consider the following tips, which are applicable regardless of the content you produce – be it a book, a newsletter, or an annual report. Firstly, ensure that your writing flows smoothly. You accomplish this by adhering to grammatical rules, using varied sentence structures, and creating coherent paragraphs. In addition, word processing and proofreading applications such as Microsoft Word and Grammarly can ensure your writing is polished, fluid, and free of embarrassing errors.

Infographics are a powerful tool for converting abstract ideas into concrete and easily memorable facts in information design. Further, use various charts, graphs, and flowcharts to simplify complex processes into easily digestible pieces of information while also depicting the relationships between different variables. Additionally, infographics are instrumental in emphasising the key messages contained within any publication.

Incorporating imagery into content adds context and visual interest, providing a break from uninterrupted reading. For example, words, facts, and figures may lack a human element when discussing poverty eradication. Including an image of a child provides an emotional aspect to the argument. Since images are a powerful persuasion tool, it is essential to choose judiciously. Therefore, when selecting an image, deciding whether an emaciated child in a drought-stricken village or smiling, smartly-dressed children in a classroom setting best supports the publication’s message is important.

Using font is crucial in creating a cohesive and visually appealing publication. The font is akin to digital handwriting, ranging from elegant to illegible, and not all fonts are created equal. Professional design services can ensure that your publication is legible and accessible by choosing an appropriate font. Mac Baumwell explains that “each letter should have a flirtation with the one next to it” when selecting a font. Don’t let a poorly chosen font derail an otherwise well-done publication.