Perfect grammar has no personality

22 Jan

Well, not no personality, but a staid, corporate one. Well-suited for bland insurance companies and annual reports.

Before you go too crazy marking-up copy with red pen, keep in mind that being concise is a useful guideline, but strip away too much word choice and colour, and you strip away the tone and manner. Isn’t that a crucial part of the brief too?

“When it has to be there overnight” doesn’t quite have the same ring as, “When it absolutely, positively has to be there overnight”, does it?

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