People and words


Sometimes the word ‘clarity’ sounds like a babbling brook, where tinkling water reflects a bleak winter’s sun. At other times, it rings a bell, as you finally understand the crux of a problem.

That ‘clarity’ vibrates with different overtones is perhaps not so surprising.

This word comes from the Latin claritas, itself derived from clarus, which means clear. When English borrowed the Latin term in the seventeenth century to form ‘clarity’, it denoted lustre, glory, splendour, brightness or brilliancy.

Nowadays ‘clarity’ stands for clearness, for example of sight, sound or colour. And it stands for unambiguousness, for example of literary style, judgement or idea.

It enhances copywriting

Clarity appeals to the heart as well as the head. It enhances copywriting, helping you to evoke emotion, simply by using this word.

You can also apply the concept of bringing clarity when you’re writing. For example, to build a sound argument in your reader’s or listener’s mind for buying the product, service, brand, person, idea or policy you’re selling.

Clarity is therefore an extraordinary word and a welcome concept. Long may it murmur.