Bridging the gap between the sender and receiver of a message is the essence of communication. It needs creativity, imagination and a deep sense of language. This is the art.
It also requires profound knowledge about rhythm, tonality and a treasury of words. This is the craft.
Text magic or dry prose
Sometimes the reader wants to revel in flowery text magic with lots of descriptive adjectives creating images, eliciting a particular mood.
Other times a simple phrase gets straight to the point. No need to engage in fantasy.
“The sender has an idea or concept she wants the receiver to appreciate. If the way of communicating does not engage the receiver, the sender is wasting her time.”
About Type, Tonality & Taste
What type of text and tone of voice the writer chooses depends on a variety of factors:
- Who is the ideal reader? What does the target group exactly look like? Do they enjoy lengthy ramblings or concise factual descriptions?
- What kind of communication channel will we be using for publishing? Print or online? Social Media or news section?
- Does the topic require a certain tone of voice?
- How does the sender behind the message want to appear? Authentic or formal? Playful or serious?
Browse through the samples in the section “Stylistics” to get an idea about how different approaches to the same content could look like.
Or get in touch directly, if you would like to explore your text type.