There should be two main objectives in ordinary prose writing: to convey a message and to include in it nothing that will distract the reader's attention or check his habitual pace of reading - he should feel that he is seated at ease in a taxi, not riding a temperamental horse through traffic.
Robert Graves (2006). “The Long Weekend : a Social History of Great Britain 1918-1939: And, The Reader Over Your Shoulder : a Handbook for Writers of English Prose”, Carcanet Press
