Those who run to long words are mainly the unskillful and tasteless; they confuse pomposity with dignity, flaccidity with ease, and bulk with force.
Henry Watson FowlerPrefer the familiar word to the far-fetched. Prefer the concrete word to the abstract. Prefer the single word to the circumlocution. Prefer the short word to the long. Prefer the Saxon word to the Romance.
Henry Watson FowlerThe purpose of paragraphing is to give the reader a rest. The writer is saying . . . : Have you got that? If so, I'll go to the next point.
Henry Watson Fowler