Fluency Shortcut

Statements that are easier to understand are more believable

Easy-to-repeat messages, such as the 2016 “Build a wall” political slogan feel more familiar and are likely to be spread by others.

Novemsky et al. (2003). Preference fluency and its effects on no-choice, compromise and attraction effects. Association for Consumer Research.

The study

Setup

205 people were shown a description of a digital camera printed in a font that was either easy to read (high fluency) or hard (low fluency). 

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Results

Results found that when easy to read, only 56% delayed choosing the camera, next to 71% when hard. Why? Fluency breeds familiarity, which we value greatly, because it’s unlikely to be harmful (Zajonc, 1968).

np_read_2490885_000000

In detail

Key Takeaways

Keep it short. Whether for marketing, nudges or political persuading, low syllable, easy-to-conceptualize slogans will feel dramatically more intuitive for consumers. Next to a competing message, they’ll believe the one that’s easier to understand (Schooler & Hertwig, 2005).

Repeat. Repeat. Repeat. The mere act of repeating your message will increase its familiarity, which itself increases the extent to which it’s seen as true (Reber & Schwarz, 1999). Keep it consistent across your team and put it everywhere.

Keep product benefits concise. Consumers actually like a product less the more positive traits they bring to mind (Menon & Raghubir, 2003).  This is because they start to associate your product with greater complexity and lower fluency. 

Fluency Shortcut

Statements that are easier to understand are more believable

Easy-to-repeat messages, such as the 2016 “Build a wall” political slogan feel more familiar and are likely to be spread by others.

Novemsky et al. (2003). Preference fluency and its effects on no-choice, compromise and attraction effects. Association for Consumer Research.

The study

Setup

205 people were shown a description of a digital camera printed in a font that was either easy to read (high fluency) or hard (low fluency). 

Results

Results found that when easy to read, only 56% delayed choosing the camera, next to 71% when hard. Why? Fluency breeds familiarity, which we value greatly, because it’s unlikely to be harmful (Zajonc, 1968).

Key Takeaways

Keep it short. Whether for marketing, nudges or political persuading, low syllable, easy-to-conceptualize slogans will feel dramatically more intuitive for consumers. Next to a competing message, they’ll believe the one that’s easier to understand (Schooler & Hertwig, 2005).

Repeat. Repeat. Repeat. The mere act of repeating your message will increase its familiarity, which itself increases the extent to which it’s seen as true (Reber & Schwarz, 1999). Keep it consistent across your team and put it everywhere.

Keep product benefits concise. Consumers actually like a product less the more positive traits they bring to mind (Menon & Raghubir, 2003).  This is because they start to associate your product with greater complexity and lower fluency. 

Fluency Shortcut

Statements that are easier to understand are more believable

Easy-to-repeat messages, such as the 2016 “Build a wall” political slogan feel more familiar and are likely to be spread by others.

The study

Setup

205 people were shown a description of a digital camera printed in a font that was either easy to read (high fluency) or hard (low fluency). 

Results

Results found that when easy to read, only 56% delayed choosing the camera, next to 71% when hard. Why? Fluency breeds familiarity, which we value greatly, because it’s unlikely to be harmful (Zajonc, 1968).

np_read_2490885_000000

In detail

Pairings

Branding

Bolster simplified messaging with imagery

Though simplified words can be powerful for recall, repetition and therefore virality, they can be further bolstered with a striking image or visual metaphor that brings the concept home.

A great example here is artist Shepard Fairy's HOPE poster for Barack Obama's 2008 presidential Campaign, which acquired instant recognition and a powerful wave of variations, memes and imitations. The word "Hope" alone would never travel so far.

Where can you support powerful, simplified messaging for a new campaign of behavioural change, a new product or policy with a striking image that reinforces the meaning behind your words?

Experience

Provide short, clear summaries for long, complex information

Written content that is vast in length has the capacity to overwhelm us. Recognise that even our most devoted readers are time-poor, seeking to extract meaning and learnings from our work with as little effort as possible.

Make it easy for them to get the key points.

Magazines Harvard Business Review and Delayed Gratification do this well, offering distilled summaries of long-form content for the time-poor.

Where can you provide bold, identifiable summaries of your key points? The longer or more dense the content, the more this is necessary.

Branding

Make product names emotionally relatable

Concise, short descriptions of product options help us to identify which is right for us. However, brands could go further and use these names to put a name to our own needs and desires.

For instance, food delivery service, instead of simply calling the product a "Mango, Lime and walnut salad", could put it within a set of options called "Energisers", emphasising a clear emotional outcome for the choice.  

Similarly, a tea subscription service, instead of just giving 3x flavour notes of that choice, could bracket it within "Adventurous" or "Calming". A nice side effect of this is that it can act as a further filter, reducing choice overload.

How might you simply communicate your product options to surface customers own unrealised individuality?

Connected to

Running workshops?

Fluency Shortcut

is included in Box One of our physical workshop tool.
is included in Box Two of our physical workshop tool.
Box One