Hold the fluff.
When writing, we often feel tempted to ‘fluff’ it up, adding unnecessary words and phrases that make it longer but not necessarily more meaningful. With the increase of electronic writing, the issue has worsened, as writers add more and more ‘frills’. William Zinsser, the author of On Writing Well, claims clutter is the disease of American writing. He argues that we tend to think simplistic sentences are insufficient or incorrect, when in reality, simplicity is key:
“ [We must] strip the sentence to its clearest components (Zinsser 14).”
The Digital Shift
Successful writing consists of revising, re-editing and rewriting. To achieve their best work, writers need to have confidence, integrity and intention, and a bit of fun too. Clear thinking leads to clear writing, which results in clear reading and understanding, keeping the reader engaged. In just about 30 seconds, readers will decide to stay on the page or move on if it is disorganized, unengaging or too complicated.
As most of our writing and reading has gone digital, the internet now shapes how we read. Around 84% of digital readers skim content for key points, a shift known as “power browsing.” proving our shortened attention spans. This shift challenges writers to adapt the way they write for online consumption.
Personally, I’ve experienced the effects of “power browsing” firsthand. Over winter break, I picked up a book to read for pleasure. However, within the first minute, I found myself quickly skimming the page, looking for key information. Even though it was a physical book, the way I “power browsed” was due to my online reading habits. While reading, I had to force myself to slow down and read word for word as there was no information for me to scan for, rather a story to enjoy.
Simplicity in Structure
The structure and layout of digital articles significantly impact reader engagement. Features like headers and lists help readers quickly seek out information. White spaces in between short paragraphs minimize distractions and ensure a smoother transition between ideas. These transitions should be structured in a logical order such as sequential, hierarchical or narratively.
“Structure helps people find information (Australian Style Manual)”
San-serif fonts are very effective in communicating a clear message online, due to its organized and clean appearance. Writers should avoid italics and all caps, as they can overwhelm readers. Instead, use bold text or headlines to emphasize key points. To ensure credibility, every paragraph should relate to the main topic with each focusing on one specific idea with a strong topic sentence.
“Style Guide.” Australian Government, 2025, https://www.stylemanual.gov.au/structuring-content/types-structure. Accessed 24 Jan 2025.
Zinsser, William. On writing well : the classic guide to writing nonfiction. HarperCollins, 2006.
Hey, I’m Ashley!
I am a graphic & interactive designer passionate about creating purposeful, fun, and engaging design. Whether it’s a brand identity, a responsive website, or a social media campaign, I love connecting ideas with strategy to make work that’s not only beautiful, but effective.
