Colors alone say a lot about a company or a product. A design style that works well for a law firm will not work for a toy store or a manufacturing business. A billboard, for example, must make its point in five seconds, while a brochure may have five minutes to do its work on a qualified prospect. I don't like. It takes a bit of time to think them up, but once you learn how to make your thoughts known in short words and to write with them, you will find that they work well, and, as a whole, they tend to make good sense.
Short words are sharp, clear and to the point.
They spark the thoughts of those who read them, and they urge them to read on. They let you say what you want, and they leave no doubt as to what you mean. So try to find ways to write in short words. Mass. Know your audience. Do your homework.