"A scrupulous writer, in every sentence that he writes, will ask himself at least four questions: What am I trying to say? What words will express it? What image or idiom will make it clearer? Is this image fresh enough to have an effect? And he will probably ask himself two more: Could I put it more shortly? Have I said anything that is avoidably ugly?"
"What is above all needed is to let the meaning choose the word, and not the other way about. In prose, the worst thing you can do with words is to surrender them."
-george orwell, "politics and the english language" (114; 118)