In-Store Communication Design (3): The Psychology of Reading and Understanding

for Retail News Magazine 4/2018

“Either write something worth reading or do something worth writing.”— Benjamin Franklin

IF YOU CREATE TEXTS AS PART OF YOUR PRODUCT OR SERVICE PRESENTATION, IT IS CRUCIAL TO MAKE THE INFORMATION AS ACCESSIBLE AS POSSIBLE FOR YOUR CUSTOMERS.

What people understand—and what they actually remember from the text—depends on their prior experience, education, intellect, point of view, and especially the information they are given before reading.Reading is one of the most important yet demanding tools of communication.

1. ASSUMPTIONS, EXPERIENCE, AND INTERPRETATION

The human eye moves in quick, sharp motions with brief moments of stillness, called saccades. These serve to bring objects of interest into the field of vision. While our eyes usually look forward, in about 10–15% of cases they also look backward, scanning previous words and letters with peripheral vision.

When we read, we don’t simply absorb letters and words—we predict and interpret what’s coming next. The more prior experience we have with similar text, the easier it is for us to grasp its meaning on the first read.

If you're introducing a technical or unfamiliar product or service, use shorter words and more general descriptive language that a wider audience can understand.

2. TEXT STRUCTURE

To help readers navigate the text, place the main idea or message in the headline. This might sound obvious, but often the most important message is buried.

Choosing clear and impactful words in titles is essential. It determines whether your audience will read the entire text—or not.

3. TEXT DESIGN

Studies show that people read capital letters more slowly. This isn’t because they’re harder to read, but because readers are less accustomed to them. We more easily recognize word shapes when both uppercase and lowercase letters are used.

While capital letters slow reading speed, they are still effective when used for headlines or short, important statements. Overuse, however, may discourage further reading.

Even small differences in text design can significantly influence whether a product sells.

4. TEXT LENGTH

The length of lines also impacts reading. We tend to prefer short to medium-length lines (max. 72 characters), but we actually read faster on longer lines (100+ characters), because every time we reach the end of a line, we interrupt our reading flow.

• If your goal is fast reading, use longer lines.

• If your goal is to attract attention and encourage deeper engagement, use shorter lines and more columns.

5. FONT DESIGN

Designers use various fonts to evoke different feelings and associations. Some fonts suggest tradition or elegance; others convey playfulness or modernity. This can impact how easily and comfortably a message is processed.