Failure to Comprehend
Bad writing and bad design are often the culprits. Readers won't "get" WHAT you say if they're too distracted by HOW you say it.
1. Make your point right away. Don't bury it in overblown text.
2. Get rid of long words, jargon, cliches, and buzzwords.
3. Limit the number of fonts and colors. Make them easy on the eyes.
4. Draw attention with good headlines, sub-heads, call-outs, and bulleted lists.
5. Give text and images plenty of space to "breathe."
6. Make sure all images are sharp, consistent, and meaningful.
7. Limit the use of special effects, "boxes," video, and sound.
Most readers are "skimmers and glancers." Many are "texters and Tweeters," too. Don't make them work too hard to understand your message.
