Apply cognitive fluency principles to improve clarity, trust, and conversion. Use when designing landing pages, writing copy, creating interfaces, or optimizing any content for better user comprehension and engagement.
Applies cognitive fluency principles to improve clarity and conversion. Use when designing landing pages, writing copy, or creating interfaces to make content easier to process and more trustworthy.
/plugin marketplace add flpbalada/thinking-toolkit/plugin install cognitive-fluency-psychology@thinking-toolkitThis skill inherits all available tools. When active, it can use any tool Claude has access to.
Cognitive fluency is the ease with which our brains process information. When something feels simple and easy to understand, our minds interpret that simplicity as a signal that it must be true, safe, or worth engaging with. Clarity always beats cleverness.
Processing Fluency Impact:
Easy to process → Feels familiar
↓ ↓
Feels trustworthy → Feels valuable
↓ ↓
Higher engagement → Better conversion
The brain's rule: "If it's easy, it must be good."
| Finding | Implication |
|---|---|
| Repeated statements feel more true | Use consistent messaging across touchpoints |
| Simple fonts increase perceived truthfulness | Choose clarity over creativity in key areas |
| High contrast increases credibility | Prioritize readability over aesthetics |
| Familiar words feel more accurate | Use everyday language, not jargon |
Font Impact on Task Perception:
Simple, clear font:
├── Estimated task time: 8 minutes
├── Perceived difficulty: Low
└── Likelihood to start: High
Complex, decorative font:
├── Estimated task time: 15+ minutes
├── Perceived difficulty: High
└── Likelihood to start: Low
Same instructions, different perception.
The brain reduces subjective value when tasks require more mental effort:
Map where fluency matters most:
Priority Content:
├── Headlines and value propositions (Critical)
├── CTAs and conversion points (Critical)
├── Onboarding instructions (High)
├── Pricing and plans (High)
├── Error messages (Medium)
└── Help documentation (Medium)
For each critical element:
| Factor | Check | Fix |
|---|---|---|
| Typography | Is font ≥16px for body? | Increase size |
| Contrast | Is ratio ≥4.5:1? | Improve contrast |
| Sentence length | Are sentences <20 words? | Split long sentences |
| Word choice | Would a 12-year-old understand? | Simplify vocabulary |
| Visual hierarchy | Is main point obvious? | Strengthen hierarchy |
| White space | Is content breathing? | Add spacing |
| Metric | What it Shows |
|---|---|
| Time on page | Processing difficulty |
| Scroll depth | Engagement with content |
| Bounce rate | Initial fluency failure |
| Conversion rate | End-to-end fluency |
| Task completion | Instruction clarity |
❌ Fluency Killers:
Typography:
├── Poor contrast ratios
├── Tiny or decorative fonts
├── Inconsistent sizing
└── ALL CAPS for long text
Layout:
├── Cluttered composition
├── Competing visual elements
├── No clear focal point
└── Walls of text
❌ Content Fluency Killers:
Language:
├── Industry jargon
├── Complex sentences
├── Passive voice overuse
└── Unclear pronouns
Structure:
├── Too many concepts at once
├── Buried key information
├── Missing headings/breaks
└── No logical flow
After completing audit, document as:
## Cognitive Fluency Audit
**Page/Content:** [Name]
**Date:** [Date]
### 5-Second Test Results
| Tester | What is it? | Who for? | Next action? | Pass? |
| ------ | ----------- | ---------- | ------------ | ----- |
| [1] | [Response] | [Response] | [Response] | ✅/❌ |
| [2] | [Response] | [Response] | [Response] | ✅/❌ |
### Fluency Score
| Factor | Current | Target | Priority |
| ---------- | ------- | ------- | -------- |
| Typography | [Score] | [Score] | [H/M/L] |
| Contrast | [Score] | [Score] | [H/M/L] |
| Language | [Score] | [Score] | [H/M/L] |
| Structure | [Score] | [Score] | [H/M/L] |
### Recommendations
#### Immediate Fixes
- [Fix 1]
- [Fix 2]
#### Requires Rewrite
- [Item 1]
- [Item 2]
### Before/After Examples
**Before:** [Original text] **After:** [Improved text] **Why:** [Fluency
principle applied]
Before (low fluency):
"Leverage our cutting-edge, AI-powered solution to
optimize your workflow efficiency and drive ROI."
After (high fluency):
"Get more done in less time with AI that actually works."
Changes:
├── Removed jargon (leverage, cutting-edge, optimize)
├── Shortened sentence (13 words → 10 words)
├── Made benefit concrete (workflow efficiency → more done)
└── Added relatability (actually works)
Research shows companies with easy-to-pronounce names:
High Fluency Names: Low Fluency Names:
├── Apple ├── Xobni
├── Google ├── Qwikster
├── Slack ├── Tronc
└── Zoom └── Quibi
Fluent Interface Patterns:
Forms:
├── One question per screen (not multi-field)
├── Smart defaults pre-filled
├── Inline validation (not page-level)
└── Progress indicator visible
Navigation:
├── Familiar patterns (hamburger, tabs)
├── Maximum 5-7 top-level items
├── Clear current location indicator
└── Predictable behavior
| Method | Combined Use |
|---|---|
| Cognitive Load | Fluency reduces extraneous load |
| Progressive Disclosure | Reveal fluent chunks sequentially |
| Hick's Law | Fewer, clearer choices improve fluency |
| Five Whys | Why is content not converting? |
| A/B Testing | Test fluency improvements |
FLUENCY CHECKLIST
Typography:
□ Font size ≥16px body
□ High contrast (≥4.5:1)
□ Consistent hierarchy
□ Professional, readable font
Language:
□ Short sentences (<20 words)
□ Simple words (everyday vocabulary)
□ Active voice
□ One idea per paragraph
Structure:
□ Clear headings
□ Bullet points for lists
□ Plenty of white space
□ Visual hierarchy guides eye
Testing:
□ 5-second test passed
□ Non-expert can explain
□ Readability score acceptable
□ Key metrics improving
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