The power of clear communication – use KISS to help you write well

Heard of the KISS theory? It stands for Keep it simple, stupid. It’s a design principle that originated in the US Navy in 1960 but can be applied in many contexts. Writing is a critical one.  

Clarity is key in effective communication. When writing, simplicity ensures your message is understood quickly and easily. Research suggests that using clear, straightforward language can enhance your credibility and make you appear more knowledgeable. 

When it comes to writing, at Wordsmiths we believe less is more. Keeping things simple is better for everyone and makes it much easier to get your message across – but don’t just take our word for it. 

In our latest blog series, we take a deeper dive into the simplicity of language, explore why it’s beneficial, and how you can edit your writing for the better.  

Simplicity enhances perception – the evidence for clear communication 

A 2005 study by Princeton psychologist Daniel Oppenheimer found that people perceive writers who use clear, simple language as more intelligent than those who use complex or technical terms unnecessarily. His research suggests that writers who prioritise clarity over complexity are rated 17% higher in perceived intelligence. 

Summarising his thoughts, Oppenheimer said: “Write clearly and simply if you can, and you’ll be more likely to be thought of as intelligent.”  

Further studies have shown that people process simpler text more efficiently. A report from the Nielsen Norman Group states that readers only read 20-28% of words on a webpage, scanning for key information. If your writing is overly complex, readers may disengage before reaching your main point.  

Effective writing isn’t about showcasing an extensive vocabulary, it’s about ensuring your audience understands your message effortlessly. So less showing off, more writing naturally.  

Brevity improves engagement 

Beyond word choice, the length of your content also plays a crucial role. In a 2024 episode of the Nudge podcast, Harvard professor Todd Rodgers explained that longer, more complex writing often leads to disengagement.  

Readers are more likely to postpone reading lengthy content or ignore it entirely. Rodgers noted that people decide within seconds whether a message is worth their time.  

Eliminate unnecessary complexity 

One way to keep your writing concise and effective is to avoid jargon and overly technical language. Simple alternatives usually work better: 

• Instead of “utilise,” write/say “use.” 

• Instead of “synergy,” say “working well together.” 

• Instead of “circle back,” say “follow up”. 

And you can ditch “the following” entirely. Try it – we promise your sentence will work perfectly without it! 

A 2020 Forbes article highlights that writing clearly is an essential part of accessibility. Refining your language improves readability and ensures your message resonates with a broader audience. 

As research consistently shows, using simple, concise language not only enhances readability but also boosts credibility and engagement. Great writing isn’t about proving how much you know, but about making sure your audience understands. By eliminating needless complexity, choosing simple words, and keeping your content concise, you can ensure your writing is both impactful and accessible. 

Expertise in clear communication 

At Wordsmiths, we specialise in taking complex ideas and explaining them clearly. Our team, with 152 years of combined experience, understands the nuances of professional, impactful writing. 

If you need expert copywriting support, contact us today to discuss how we can help – we don’t need to kiss you, but we might apply the principle to what we write for you!