BRIEF– using few words; concise; succinct
COGENT– to the point; relevant; pertinent.
I have forgotten most of what I learned in college but one phrase is superglued to my brain. “Brief and cogent.” My favorite professor, Dr. Buchanan (Dr.B), would repeat this phrase again and again. Four years removed from college, it has proven itself remarkably true.
She said that the truly intelligent people communicate their message in a simple and concise manner. My favorite authors can say more in a paragraph than I can in two pages, because they are experts at crafting words.
Technology allows anyone to make music but the great artists stir the listener with just an instrument and voice. This is true with every message and medium. In graphic design, music, writing, and teaching the difficult task is not merely communicating a message but making it simple and relevant.
TED is a perfect example. People give jaw-dropping talks usually in less than 20 minutes and often the best ones are under 10 minutes.
So, the hard part: determining what communicates the message and what is “filler.”
