Three key ideas to take with you

Cater to the reading brain

The invention of reading has underpinned the advancement of humanity, paving our way to the age of information.

A keen understanding of the psychology of reading is relevant to all marketers and communications professionals, as we strive to engage the humans that make up our target audiences.

With that in mind, here are three important take aways.

Use visuals to grab and keep reader attentionReading uses the visual centers of the brain, which comprehends, remembers and is persuaded by text paired with images more easily than text alone.

Keep your language vivid and fresh to engage the brainThe brain's knack for visualizing and experiencing what's being read means vivid and unexpected language prompts a greater emotional response from readers inciting deeper engagement.

Be mindful of your medium How you present communications matters more than what it is you're trying to say when it comes to attention and engagement. Give people a reading experience their brain is inclined to both enjoy and remember.