“Easy to process equates to easy to believe.” These words leaped off the page as I was rereading David Dylan Thomas’ book Design for Cognitive Bias recently. They apply to the gamut of modern deliberative information-making (short- and long-form) from ad slogans to instruction manuals. They also inform deliberately deceptive content—manipulative and fact-free social media posts, press releases, and political speeches—or disinformation.
As my mind began to grasp the far-reaching implications of this quotation, I realized that it also speaks indirectly to the central construct in successful product communication: trust.
As professional communicators, how can we earn our audience’s trust? How can we appeal to readers who are potentially adrift in a disinformation-polluted social environment?
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