Fonts have strange an unexpected effects. Patients were less compliant with medical instructions when hard-to-read fonts were used. And, the fluency of fonts can have a big impact on your marketing, too.
Exactly how to price products is a big challenge for marketers, but new research provides valuable direction in this complex decision-making process. […]
Here’s a piece of potentially bad news. Your name, which you are likely stuck with for the rest of your life, can have a significant effect on whether other people believe you. […]
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 Simpson’s lawyer, Johnny Cochran. During the trial, Simpson made a show of struggling to fit into a glove linked to the murder. Simpson was acquitted, of course, and Cochran’s defense earned most of the credit for that outcome. […]
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.
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 we perceive information can be affected dramatically by how simple or complex the font is. In particular, their work found that a simple font was more likely to get the readers to make a commitment. Here’s the whole story… […]