Efficiency and aesthetics are often interpreted contradictory features. As I reflect thoughts on writing copy, communications and media usage, my example are words. Poems do not necessarily carry on information as manuals are rearly at their best read aloud. Coming even closer to the core of this paper, I could give another example, say, on items. The most beautiful is not necessarily the most handy. But there is a tradition, craftmanship, to make these two great properties to meet. There are millions of arts and crafts professionals producing tools extremely alluring and reliable in use.
Why not to create applied arts of copy?
Having written and read hundreds or even thousands of entertaining texts and – unfortunately – quite a few distractive and fuzzy texts often filled with secondary information I started studying language research studies. Exploring both the birth of languages and their usage in various contexts I decided to make a study on the attitudes towards different types of words. It is actually possible to find the arts and crafts of words using the means of psycholinguistic studies.
A simple piece of art
One outcome of my study for my master’s thesis was, that people understand clearly and are deeper effected by words of their own language origin. Words, that are loaded with meaning on their each and every breath, not only as interpretations of their surface from one language to another. Loaned or piece by piece interpreted terms always carry meta data, the noise of communication with them. Cultures, contexts, history and politics. Whereas old genuine terms carry confidence and mutual information.
In order to really reach out for your audience, make sure your message is carried out clearly, without noise. Without unnecessary fuzz of complex sentences and fancy international words. Heavy messages get through with the words carrying meanings in theirselves. And the beauty of using these words cleverly carries fast and far, without risks.