George Orwell’s advice about style

  1. Never use a metaphor, simile or other figure of speech which you are used to seeing in print (see metaphors).
  2. Never use a long word where a short one will do (see short words).
  3. If it is possible to cut out a word, always cut it out (see unnecessary words).
  4. Never use the passive where you can use the active (see grammar and syntax).
  5. Never use a foreign phrase, a scientific word or a jargon word if you can think of an everyday English equivalent.
  6. Break any of these rules sooner than say anything outright barbarous.

Quelle: The Economist Style Guide