Theoretical, empirical, and practical considerations in designing informational text

Informational text has been frequently criticized for being either bland and failing to promote appreciation for a subject or sensualized at the expense of responsible accuracy. This article suggests some guidelines for producing responsible but engaging informational text. Support is provided from cognitive theory, empirical research, and classic maxims of rhetoric. Guidelines include using concrete language in a judicious manner, supporting abstractions with concrete examples and explanations, and the use of personalization. Brief examples are provided.