Consultant thinking: If it's easy to read, it's easy to do.....

A fascinating article in February’s “Psychologist” magazine* reports that recent experimental research has shown that print font can exert a profound influence on judgements of ease of doing something, or whether it is true. This is because print fonts and related variables influence how fluently new information can be processed. So, for example, if you want your restaurant menu to seem sophisticated, then write it in a font that is more difficult to read, while if you are presenting it as a recipe then write it in a font such as Arial.

The message for consultants (and everybody else) who are trying to get their message across is that you will do better if font and layout are easy to read. Well, I guess we knew that anyhow, but it’s now been proven!

*”If it’s easy to read, it’s easy to do, pretty, good, and true” Hyunjin Song and Norbert Schwarz