cognitive-fluency-psychology

Map high-stakes content like headlines and CTAs, run the 5-second test with unfamiliar users, then check typography size, contrast ratio, sentence length, and vocabulary against the fluency factor table. Document findings with the audit output template.

Show the content to someone unfamiliar with the product for exactly 5 seconds, then ask what it is, who it is for, and what to do next. If they cannot answer all three, the content needs to be rewritten for fluency.

Research shows identical instructions in simple fonts are estimated to take 8 minutes versus 15+ minutes in decorative fonts. Complex typography raises perceived difficulty and lowers the likelihood users start a task.

Body text should be at least 16px with a contrast ratio of 4.5:1 or higher, sentences under 20 words, everyday vocabulary a 12-year-old understands, and active voice with one idea per paragraph.

Fluency principles apply most to high-stakes conversion content like headlines, CTAs, and pricing. Brand personality can be expressed in supporting content, but critical decision points should always favor clarity over cleverness.