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Psychologist Daniel Kahneman coined the term cognitive ease to describe how much effort it takes for the brain to process information. When something is easy to understand, familiar, and fluent, it feels more trustworthy. When something is hard to parse, complex, or unfamiliar, it feels riskier, even if the content is stronger. That means the way you present information matters as much as the information itself.
Why This Matters for Brands
Customers don’t reward complexity. You don’t get points for being extra. Examples:
A pricing page with four clear tiers converts better than a feature grid with 17 bullet points.
A message that lands in 6 words will beat one that takes 60.
A logo people can draw from memory will always outperform a clever one no one recalls.
Cognitive ease is why some brands feel instantly credible, while others feel like work.
Where Brands Get It Wrong
Overexplaining: Thinking more words = more convincing.
Overdesigning: Packing layouts with too many elements, fonts, or colors.
Overoffering: Giving 10 variations when 3 would do.
Insider speak: Using jargon that forces customers to decode instead of decide.
Every extra layer of effort = drop-off.
How to Make Your Brand Easier
Audit for friction. Where does your customer have to stop and think? Rewrite, redesign, or remove until it flows.
Use repetition strategically. Familiarity breeds trust — don’t be afraid to say the same thing, the same way, across channels.
Keep visuals clean. White space, contrast, hierarchy. Let the design do the work of clarity.
Cut the extras. Every word, feature, or option should earn its place. If not, delete it.
Examples in Action
Apple product pages: One image, one headline, one CTA. Minimalist on purpose because the simplicity builds credibility.
Google Search homepage: A blank screen with one bar. Still the world’s most used interface because it makes one task effortless.
Allbirds: Straightforward value props (“Light on your feet. Easy on the planet.”). Simple words that carry big meaning.
TL;DR
Cognitive ease makes things feel true, trustworthy, and worth acting on. Confusion feels risky. Simplicity feels safe. If you want people to remember you, trust you, and choose you…make it easy.
Coming Up Next
The Halo Effect: Why One Good Impression Shapes Everything Else
We’ll break down how brands can leverage early wins to bias customers in their favor for the long haul.
What to Know This Week
LeBron James’ Hennessy Ad Stunt Divides Fans & Experts
LeBron sparked conversation by setting up a dramatic teaser, only to reveal a new ad campaign with Hennessy. Some call it bold, others called it misleading—and branding experts are split on whether alluding to “the decision of all decisions” was clever or tone-deaf.
CPGs Gain Real-Time Shelf Visibility via Instacart Partnership
Instacart is teaming up with Advantage Solutions to help CPG brands identify shelf gaps and execution issues in real time—giving marketers agility on the retail floor.Inclusivity Isn’t Optional for Beauty Brands Anymore
At Advertising Week, e.l.f. and MAC executives emphasized that inclusivity isn’t just a check box—it’s central to growth. Their discussions focused on practical next steps for brands to be more inclusive in creative, product, and messaging.
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