Cognitive Ease, otherwise known as Cognitive Fluency, is quite simply the ease with which our brain processes information; this quality impacts how positively (or negatively) we feel about something.

The higher the cognitive ease associated with a task, the more motivated we will feel to invest our time and effort in it. When cognitive ease diminishes, the mental effort required to complete a task becomes too high and we switch to a state of cognitive strain which can lead us to become more vigilant and suspicious resulting in a decrease in confidence, trust and pleasure. In other words, people are happier and more receptive towards familiar and easily understandable situations in which they feel safer, more confident and at ease.

Applications

The Cognitive Ease principle has any applications in marketing. For example, psychological studies have found that shares with easier to pronounce names perform better than those who are difficult. In digital marketing, any possible elements that can simplify a website should be used: infographics, intuitive web design, easy-to-read fonts and so on.

For example, when shopping during a sale, the way the prices are marked up will greatly affect people’s attitude and interaction with the products (and the likelihood of purchases being made). If the sale prices are easy to understand using percentages (simply “- 50%” for example) or with the new sale prices already calculated for you (“now 20 pounds only” for example), then shopper’s brains will react in an automatic and positive fashion. However, if it’s necessary to work out a complex mental calculation to understand what the offer is (for example, working out what 12% off £27.28 would be) then the brain will switch to the “second-system of thought”. This means that we will pay more attention to the calculation and therefore the real benefits of the offer and start questioning whether it is actually a good deal or not, whether you really need another pair of shoes, etc. The more cerebral effort we demand from our customers, the more of a negative and suspicious reaction we will automatically evoke.

Create a Good Mood

People certainly have to perform tasks that are anything but fun. However, if these jobs can be combined with something pleasant, completing them becomes easier and can even be a pleasure. Cleaning the windows can suddenly become fun with the right music, or dropping off the recycling less onerous if you treat yourself to some ice cream from the stand around the corner afterwards.

Practical Examples

Humorous Shopping Cart:

A shopping cart that has a face and guides you through the next step by using a speech bubble can provide a little humour, especially with a funny comment under it. It must, of course, be a fit with the target audience.

Product Description:

Besides the sober facts in a bullet point list, you can describe items amusingly. In this way, the “Bluetooth headphones with active noise cancellation” become the “perfect weapon in the fight against the chatterbox colleague at the next desk.”

Final Word

Cognitive ease makes it possible for you to approach your target audience and reach them. However, it doesn’t mean that you should do absolutely everything just like your competitors, to use priming and repetition for instance. In most cases breaking the rules generates exactly the notice that is necessary for success.

The best advice would be to combine the suggestions made here with your own individual concepts. In that way, you can create an offering that is distinctive and still easily consumable for the brain.