If the audience can fully understand you, then you have communicated effectively. Whatever style you use should be catered to the audience as the end all and be all of communication. Fretting over the order, type and even spelling of words used is wasted effort and should be secondary objective of writing at best. Spelling and word usage is more a measure of familiarity and conformity to a culture than it is a measure of intelligence. The most intelligent people I have ever met in the practical matters of life and engineering are not great writers or spellers.
If your audience is not well read, it is better to use small words. If they are well read, then use big words, as long as they are more efficient or precise. Since the general population of the world, take pride in their ignorance, so then if you are writing something for broad appeal, use dumb lazy words. If you are writing something on the internet which has on average a slightly more well read population, then you can get away with using more meaningful words. If you are targeting doctorates, then use the most accurate words that have to do with their profession.
All writing should be for the audience, not your fascination on making yourself look smart or resolving approval issues from second grade fascism instructor.
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