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"If the brain can’t process it quickly, it doesn't trust it." This is the law of Cognitive Fluency.
The science of easy
When information flows easily, it produces a positive sensation in the brain. We mistake this "ease of processing" for "truth" and "safety." Conversely, "Cognitive Strain", caused by messy layouts, jargon, or low-contrast fonts, triggers the brain's "System 2" (analytical) thinking, which is inherently sceptical and cautious.
Optimising for fluency in design
- Visual consistency: Use a limited colour palette and consistent iconography. When a user has to "re-learn" what a button looks like on every page, you are burning their cognitive budget.
- The "Prototypicality" Factor: High-converting sites look like other high-converting sites. If you are a B2B consultancy, look like a B2B consultancy. Deviating too far from the "category prototype" creates friction.
- Lexical fluency: Use high-frequency words. "Help" is more fluent than "Facilitate." "Start" is more fluent than "Commence."
The 2026 verdict
In an AI-saturated market, users are overwhelmed. The brand that provides the "easiest" experience, not necessarily the "best" product, is the one that wins the conversion.
