George Orwell’s Politics and the English Language concludes with advice* for the writer:
1. Never use a scientific word or jargon where an everyday equivalent will do.
2. Never use a metaphor or simile you have heard or seen many times before.
3. Never use a long word where a short one will do
4. If it is possible to cut a word out, do it.
*I have taken the liberty of restructuring and editing Orwell’s list