We’ve all heard the phrase “less is more.” It’s a principle often associated with simplification, clarity, and effectiveness in health communication. The secret lies in cognitive science – the way our brains process and retain information. In this article I explore why simplicity works so well and how you can take it beyond the basics of avoiding jargon and shortening sentences to create truly impactful content.
1. The power of cognitive load: why simplicity works
Our brains can only process so much information at once – this concept is known as cognitive load. When you overload readers with too much information, especially complex or unfamiliar medical terms, their brains struggle to process it all. This can lead to confusion or misinterpretation, even if the content is technically accurate.
Simplicity works because it reduces cognitive load. By breaking down complex information into smaller, digestible pieces, you’re helping your audience focus on the most important elements without becoming overwhelmed. This isn’t about “dumbing down” the content; it’s about optimizing it for how the brain naturally works.
Start by assessing your content for cognitive load. Are you introducing too many new ideas at once? Are there opportunities to space out complex concepts or integrate supporting visuals? Use these tactics to reduce mental strain and improve retention.
2. Information hierarchies: the brain’s preference for order
Our brains naturally prioritize information based on hierarchy. When we encounter a wall of text or a cluttered document, our brain tries to organize it, searching for key points. If the information isn’t clearly structured, we lose focus and important details slip through the cracks.
By creating strong hierarchies in your writing, you help the brain automatically prioritize and organize information. This could mean using headers, bullet points, or even visual cues like color and font size to guide the reader’s focus.
Create clear hierarchies in your health communication materials. Use visual cues and formatting to differentiate primary information (e.g., key actions the patient needs to take) from secondary information (e.g., background details or supplementary advice). This improves both understanding and retention.
3. Memory and the “chunking” method
The brain is wired to store information in “chunks,” which are small, manageable pieces of data. This is why phone numbers are broken into groups of digits rather than presented as one long string – it’s easier to remember. The same concept applies to writing and translation.
When you “chunk” health information, you align with the brain’s natural processing method. Instead of overwhelming your audience with large paragraphs or complex terminology, you present information in smaller, easily digestible units.
Consider breaking your content into smaller chunks, not just in terms of paragraphs but also in terms of ideas. For example, when explaining a medical procedure, separate the explanation into distinct phases or steps, allowing the reader to absorb each part before moving on.
4. Repetition and reinforcement
Cognitive psychology shows that repetition reinforces memory. Repeating key messages, but in varied formats or contexts, strengthens retention. However, simple repetition can be boring or feel redundant, so the challenge is to creatively reinforce key points without seeming monotonous.
Simplicity doesn’t mean saying something once and moving on. It means strategically reinforcing important concepts so that they stick in the reader’s mind. Vary how you present the same idea – through text, visuals, examples, or summaries – to subtly repeat without overwhelming.
If you’re conveying critical health information, introduce it, reinforce it through an example, and then summarize it again at the end. Reframing the message in different ways helps embed it into the reader’s memory.
5. The role of emotion in retention
Studies show that people remember information better when it triggers an emotional response. We often focus on clarity and accuracy, but we may overlook the emotional aspect of health communication.
Simplicity in health communication also means connecting emotionally with the reader. By humanizing the information – telling a patient’s story, using empathetic language, or framing data in terms of real-life impact – you make the content more relatable and easier to remember.
Find opportunities to inject emotional resonance into your writing. This could be through empathetic language, personal stories, or real-life examples that help your audience emotionally connect with the material. When readers are emotionally engaged, they’re more likely to remember and act on the information.
The “less is more” principle goes beyond just cutting down on words or avoiding jargon. It’s about aligning your communication with the way the brain processes and remembers information.
Using these psychological insights to create content that’s not only clear and simple but also impactful and memorable will positively impact your health communications, engaging your readers without overloading them.
Ana Sofia is an English to Portuguese medical translator and writer working with Life Sciences companies, Contract Research Organizations, and Medical Communication agencies. She has experience translating and writing content for clinical trials, medical devices, regulatory submissions, education and marketing campaigns, and scientific publications.
