The Invisible Sounds of Visible Words

Reflections on the Character of Written Communication

(The following statements originally were offered several years ago. The fact that they remain pertinent yet today reinforces the values of good writing in all forms of print.)

Words are words. And it's true that sounds can be words. Yet, as you listen to spoken messages that originate from radio, TV, or ordinary conversation, you rely upon your own comprehension of certain words within a context of their use for the appropriate meaning. The ear makes no distinction as to whether a speaker is saying "principle" or "principal," or affect"/"effect,"  for example. Listeners must furnish a grammatical key to the correct content. But what they infer isn't always what was intended. The burden of clarity belongs to the one who assembles the words.

Now, transfer your statements to print. Whether the medium is a mass publication advertisement, a form letter soliciting a purchase or donation, or a corporate message on a web site, you're now addressing an audience of readers rather than listeners. The type style, font size, hue, and placement take the place of the speaker's accent, pauses, loudness, and pace. So, words become visible entities, implanted on a page, and not a brief, airy movement of sound across the ear.

"What You See Is What You Get" is the touchstone phrase in our computer world but not always applicable to words in print. Consider incorrect usage, misspellings, or ambiguous sentence construction—all of these or more not only can affect comprehension of the message but also vividly stare back as embarrassing, lasting evidence of a lack of professionalism on display.

Getting the wording technically right is critical, but so are the "tone" and the "color" of word choices that are employed to create a mood, establish an image, or offer persuasive reasons for a positive response. Call it creativity or just know-how, the ability to respond to communicating effectively in print and websites comes with hands-on experience. That's measured both by writing skills and an intuitive understanding of client objectives. Put them together and you have the means for achieving viable solutions in words.

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