Guest post by John Carvalho Neuromarketing readers are likely to be familiar with the idea of fluency, and its importance in how we target, craft, and deliver marketing messages that resonate with our audiences.
What’s the most famous quote from the OJ Simpson “trial of the century?” Those of us old enough to have watched it on TV, or at lease followed the news accounts, would no doubt come up with, “If the gloves don’t fit, you must acquit!” This phrase, or a variation of it, was used by [...]
There’s an idea from cognitive psychology called cognitive fluency that has been making the rounds in the business world lately. The idea is simple enough: as human beings, we prefer that which is easy for us to understand and process.
Now that you followed my advice in Convince With Simple Fonts and eliminated complicated fonts from your websites and printed material, I’m going to tell you that there is one situation where fancy, hard to read fonts can actually work better than simple ones. If you are selling a costly product, describing it using a [...]
Do you need to convince a customer to complete an application form? Or, for a non-profit, do you need volunteers for a charity event? In both cases, you will be more successful if you describe the task in a simple, easy to read typeface. Research by Hyunjin Song and Norbert Schwarz shows that the way [...]