Information is interpreted more easily and more uniformly if it is placed where most readers expect to find it.
Im a really big fan of this, I took engl 138 last quarter and we taught that are introduction and conclusion should have the order of content we are going to bring up in our paper so that the reader knows and expects what's coming. As to not surprise them, and create a sense that they know what's going to happen throughout the piece
Science is often hard to read. Most people assume that its difficulties are born out of necessity, out of the extreme complexity of scientific concepts, data and analysis. We argue here that complexity of thought need not lead to impenetrability of expression; we demonstrate a number of rhetorical principles that can produce clarity in communication without oversimplifying scientific issues. The results are substantive, not merely cosmetic: Improving the quality of writing actually improves the quality of thought.
I think it's interesting that there is this emphasis on how science becomes convoluted when the writer uses big words and fancy language, and yet I found myself having to slow down while reading this article just because of the sheer amount of large words that felt unnecessary except to add a vibe of superiority to the piece.