What is behavioral science? How is it different from behavioral economics? And why are both so cool? Plus, Guthrie geeks out about Daniel Kahneman’s research.
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I am taking a chance here, because I know that the subject of fonts is always controversial, and if I say that you should use fonts that are hard to read I’ll be blasted by many of my readers! But I have to share this fascinating research on how mental processing changes in some surprising ways when people read text that is in a hard to read font vs. an easy to read font. Below is the video.
For more information check out:
Daniel Kahneman’s book Thinking Fast And Slow
and my new book (when it comes out in March 2013 — available for pre-order now at Amazon) How To Get People To Do Stuff
In a previous video on confirmation bias I talk about Daniel Kahneman’s idea of System 1 (quick, intuitive) thinking vs. System 2 thinking (slow, logical, analytical). Kahneman’s research shows that when a font is easy to read then System 1 thinking does its usual thing — makes quick decisions, which are not always accurate. When a font is harder to read, System 1 gives up and System 2 takes over. Which means that people will think harder and more analytically when a font is hard to read. I’m NOT suggesting you intentionally make fonts hard to read in the text you have at websites and in other places, but these findings do make me pause and think about whether we are all inadvertently or purposely encouraging people not to think about what they are reading.
Ok, let’s hear it! I know you will all want to weigh in on this one!