Lower/ Reduce/ Decrease
In a bustling corporate office, Jane nervously presented her proposal to the board, confident in her strategy to cut costs. However, as she spoke, her choice of words faltered. "We must reduce the prices," she declared, but a skeptical eyebrow was raised by the CFO, signaling a misunderstanding. Jane should have said, 'lower the prices,' to convey a more precise message. A gentle murmur filled the room, casting doubt on her credibility. The wrong verb, it appeared, had weakened her argument.
You want to make something smaller, whether it's a price, a risk, or a number. You start to write, then pause.
Should you lower, reduce, or decrease the cost? In casual conversation, these all mean "less." In professional, academic, or technical writing, however, each word differs, signaling precision and intent. When considering levels, such as height or standards, 'lower' is used in examples like "lower the price." For intensity or negative factors, 'reduce' is appropriate, as in "reduce the risk." When referring to numbers or statistical data, 'decrease' is appropriate, as in "profits decreased." Choosing the correct term demonstrates clarity and precision.
Choosing the wrong one isn't a grammar error, but it can make your writing less precise. Let's see what job each word does. First, we'll explore 'lower,' then 'reduce,' and finally 'decrease'.
Lower
The simplest way to remember 'lower' is to think of its opposite: 'raise.'
'Lower' mainly refers to position or level. It's the most concrete of the three. Use it when bringing something down, whether it's an object, a sound, or a standard. For example, you can lower a price, as in 'lower the price to boost sales.' However, it's important not to confuse this with 'lower the risk,' as 'lower' should not apply to risks or abstract notions like probability, which are better suited for 'reduce.'
A common mistake is using 'lower' with abstract concepts such as risk or severity, which should always be 'reduce.' Ensure you use the right term to maintain clarity and precision in your writing.
Use 'lower' when you are talking about:
Physical height or position:
"We must lower the cargo container onto the truck."
"The rescue team lowered the basket from the helicopter."
Price and Financial Levels (a key professional use):
"The central bank lowered the interest rate to stimulate the economy."
"If we lower the price, we might attract more entry-level customers."
Volume or Intensity (a level on a dial):
"Please lower your voice during the presentation."
"He lowered the lights in the auditorium."
Abstract Levels (like standards or expectations):
"The company refused to lower its hiring standards."
"After the poor results, the board had to lower its expectations for the quarter."
Reduce
'Reduce' is a forceful verb meaning to decrease size, amount, intensity, or complexity. It signals an active effort to make something smaller. Nearly always, 'reduce' names the agent of the reduction, reinforcing its pragmatic force.
Use 'reduce' when you are talking about:
Complexity or Size:
"The editor's job is to reduce the 500-page manuscript to a 300-page book."
"We must reduce the complexity of the user interface."
Risk, Stress, or Negative Factors:
"The new protocol is designed to reduce the risk of a data breach."
"Our firm offers workshops to help employees reduce stress."
Amounts (especially in waste or cost):
"The new manufacturing process will reduce our energy consumption."
"She reduced her intake of sodium."
A change of state (a special use):
"The fire reduced the building to rubble."
"The intense cross-examination reduced the witness to tears."
Decrease
The best way to remember 'decrease' is to think of its direct opposite: 'increase.'
'Decrease' is the most formal and mathematical. You see it in scientific, academic, and financial reports—perfect for stating that a figure has gone down.
'Decrease' may occur independently, unlike 'reduce', which implies external intervention. For example, "Revenue decreased." To further illustrate passive or natural decreases, consider these scenarios: "The number of rainy days decreased over the years," and "Public interest in the event has gradually decreased." These examples reinforce the idea that decreases are often natural progressions, unaffected by external forces.
Use 'decrease' when you are talking about:
Statistical Data and Metrics:
"The data shows that patient readmissions decreased by 15%."
"Quarterly profits decreased for the first time in three years."
Natural or Passive Change:
"The population of the city has decreased."
"The effectiveness of the drug decreases over time."
Formal Statements of Amount:
"We must decrease our total expenditures by 10% to meet the budget."
"There was a significant decrease in market volatility." (Here, it's a noun; a job 'reduce' and 'lower' can't do).
Suggestion
Stuck? Ask yourself these questions:
Am I talking about a level or position? (Opposite of 'raise'?)
Use 'Lower'. (e.g., "Lower the price," "Lower your standards.")
Am I talking about lessening the intensity or complexity of something? (Like 'simplify' or 'lessen'?)
Use 'Reduce'. (e.g., "Reduce the risk," "Reduce the confusion.")
Am I talking about numbers or data? (Opposite of 'increase'?)
Use 'Decrease'. (e.g., "Decrease the amount," "Profits decreased.")
A client may not notice if you "reduce" a price, but an editor or executive will. The right word builds trust and authority. Choose precisely, and earn authority. A single choice of wording can empower your communication and leave a lasting impression.
To further enhance your skills, review your own business emails or reports. Identify less precise verbs and replace them with more precise alternatives, reinforcing your learning through real-world application. This practice encourages a better understanding and mastery of these concepts.