Applying the science of reading to improve readability, comprehension and direct mail effectiveness

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- Describes the process of reading
- Demonstrates that space size is informative in handwritten texts
- Reviews research demonstrating that phrase-based formatting (ReadSmart) improves readability, memorability, actionability and persuasiveness of text
In normal reading situations
- Reading textbooks
- Leisure reading
When reading is hard
- for people reading in a second language
- when there are distractions
- when the copy is degraded (repeatedly photocopied)
- Presents case studies demonstrating significantly improved ROI for direct marketing when direct mail pieces are phrase-formatted w/ ReadSmart

> If you would like the slides, please email me (kath@usability.org)

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