Brand psychology

Member lesson

Fluency, and why easy things feel true

Lesson 5 of 12 in Brand psychology.

Lesson

Things that are easy to process are judged as more true, more likeable and more familiar. A clearly set sentence is rated as more accurate than the same sentence in a hard-to-read typeface, which is an unflattering fact about human judgement and a useful one for designers.

An ink drawing of two café chalkboards on a pavement, one set out in clear even bars and one crammed with tangled scribbles, with a passer-by nodding at the clear one.
The board that is easy to read is the one the passer-by believes.
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Members answer these 3 questions and keep the ticket for this lesson. Every lesson has one.

  1. Question 1, locked

    Which of these words means this? “How easily something is understood. Easy feels good and feels true.”

    • Processing fluency
    • Social proof
    • Price-quality inference
    • Decoy
  2. Question 2, locked

    Which of these words means this? “Liking something more because you have seen it before.”

    • Survivorship bias
    • Availability heuristic
    • Curse of knowledge
    • Mere exposure
  3. Question 3, locked

    Which of these words means this? “Deliberate difficulty. Occasionally useful, usually a mistake.”

    • Credibility gap
    • Astroturfing
    • Descriptive norm
    • Disfluency

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