3. Simplify complexity: the principle of cognitive fluency

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Marketers need to make customers feel confident. Because if they don’t have confidence, they won’t make a purchasing decision.

People gravitate toward information that doesn’t japan b2b leads require much effort to process. Simple, easy-to-understand information feels more authentic and inspires more confidence. Think about how frustrating it is to assemble IKEA furniture when the instructions are confusing. But the assembly process will be much easier if the instructions have clear, simple pictures showing each step.

Visual clarity gives people more confidence to complete tasks.

From images to copy, optimizing cognitive fluency can win more positive reactions and increase audience responsiveness. Avoid jargon and use straightforward language such as shorter words and conversational phrasing to make concepts easier to understand.

Sometimes marketers are reluctant to “simplify” language, thinking it will make them appear less sophisticated. However, studies of academic paper abstracts, for example, have found the opposite result – simplified text enhances perceptions of the author’s intelligence!

Researchers at Princeton University conducted a study on stock names. They divided stocks into two categories based on how easy it was to pronounce their names: easy-to-pronounce stocks and difficult-to-pronounce stocks. Studies have found that stocks with names that are easy to pronounce perform better over several months. Stocks with hard-to-pronounce names performed worse.

Cognitive fluency is important. Ultimately, easier-to-pronounce stock names achieved greater market success.

Similar to how you want your brand message to connect with your customers, it’s important to make your visuals engaging and engaging. Contrast a wall full of paragraphs of text with white space. Use fonts that are more familiar and easy to read.