A recent conversation reminded me about these principles I came up with a while ago. Kind of. My 10 principles for effective communication are inspired by Dieter Rams' 10 principles for good design. Which means I pretty much copied them, relating them to writing and communication - Dieter Rams is a hero of mine.

Effective communication:

• Makes the product/service understandable – Copy and other promotion should be self-explanatory. Prospective customers should know exactly what they are getting.

• Is unobtrusive – The product/service should take centre-stage, not the copywriting, design or promotion.

• Is honest – No outrageous claims or promises.

• Is long-lasting - It avoids fads and trends, and thereby lasts for many years.

• Is thorough down to the last detail – Research and attention to detail show respect to the client and consumer. Both should go without saying.

• Is succinct – It should ‘say more with less.’ It should focus on the essential aspects, keeping it simple, honest, and effective.

• Is innovative – Every project, and every client, is unique. Good communication should highlight the personality of the client and project in an innovative, attractive and effective manner.

• Makes a product/service useful – If prospective customers don’t feel that the product or service is useful, and therefore worth using, the marketing and promotion fails.

• Is aesthetic – Aesthetics are a big part of communication. Attractive layouts, font choices, use of images – and more – all go towards creating effective, useful communicative materials.

• Is environmentally friendly – Promotional materials should be chosen to have the least impact on the environment as possible.