Bright Words, Dull Words, and Snags: A Theory of Technical Writing  

While all words on the page should be necessary, not every word carries the same importance. Yet words compete for attention, and depending on what they mean to readers, one word may make a greater impression than another. As writers, we must express what’s important with bright words. We must tone down what’s not important and express them with dull words. We must avoid snags, words that distract, confuse, or interfere in any way with the smooth transfer of information.

Palkovic, Lawrence A. STC Proceedings (1995). Presentations>Writing>Rhetoric