In my opinion, one of the easiest ways for writers to make things more readable is to not use synonyms for technical terms. If you are a researcher and you have

In my opinion, one of the easiest ways for writers to make things more readable is to not use synonyms for technical terms. If you are a researcher and you have referred to the "cell membrane", don't turn around and refer to that same thing as the "plasma membrane", "cytoplasmic membrane" or "phospholipid bilayer" later on in your article unless you have a damn good reason.