Five common mistakes in science communication (and how to avoid them)

When science communication falls flat it’s often not through lack of effort, but through practices that inadvertently undermine its impact. Here are five mistakes we frequently see — and practical ways to avoid them.

1. Leading with jargon 

Specialised terms might be familiar to fellow scientists but can disenfranchise broader audiences. Replace ‘anthropogenic forcings’ with ‘human-caused changes’ and you make the point accessible without reducing its accuracy. Providing this clarity builds reader understanding.

2. Omitting the ‘so what’ 

Data rarely speaks for itself. Without showing why the research matters — healthier crops, safer buildings or better policies — its significance can be lost. Spell out the implications so the audience doesn’t have to guess.

3. Overselling results 

Labeling every research project or paper a ‘breakthrough’ erodes trust, as most science is incremental. Be clear about what your work adds, rather than inflating its scope.

4. Underusing visuals 

Large slabs of text or busy graphs can bury crucial information. Carefully selected visuals such as a diagram, photo sequence or infographic can make complex information more easily understood. 

5. Overlooking accessibility

If documents can’t be read by someone using screen readers, or if references are incomplete, you’ve excluded part of your audience. Building in accessibility from the start ensures your work is available to everyone. 

Clear science communication has many facets. If your research is getting lost in translation, talk to us about making it clear, accurate and engaging.