Image of the phrase complex fonts to show disfluency

Disfluency

Definition:

Disfluency refers to how information that is difficult to decode disrupts the mental flow and increases perceived effort.  Research by psychologist Adam Alter found that less fluent copy leads to more conservative behaviour as it warns our brain that the environment is potentially risky and dangerous.

“Complex fonts that populate modern environments function like an alarm, signalling that we need to recruit additional mental resources to overcome that sense of difficulty.”   – Adam Alter. Assistant Professor of Marketing and Psychology at New York University’s Stern School of Business.

Resources:

Conversion marketing – Glossary of Conversion Marketing.

Disfluency – Does low contrast text kill your conversion rate?

Over 300 tools reviewed – Digital Marketing Toolbox.

 

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