Last week, I saw a post in LinkedIn about a “new” finding (from 2012) that “New research shows correlation between difficult to read fonts and content recall.” First, kudos for not confusing correlation and causation (although, the study was experimental and did prove a causal relationship), but the source article demonstrates an example of inappropriate generalization. To the point of this post, it also underscores the context-sensitive nature of content and how similar advice and best-practices should be tested in each specific context.
Hard to read, easy to recall?
The LinkedIn post refers to an article in the March 2012 issue of the Harvard Business Review. The HBR article starts out overgeneralizing by summarizing the finding of a small experiment as, “People recall what they’ve read better when it’s printed in smaller, less legible type.” This research was also picked up by Malcolm Gladwell’s David and Goliath, which has the effect of making it almost as true as the law of gravity.
Towards the end of the HBR article, the researcher tries to rein in the overgeneralizations by saying (emphasis mine), “Much of our research was done at a high-performing high school…It’s not clear how generalizable our findings are to low-performing schools or unmotivated students.“ …or perhaps people who are not even students? Again, kudos for trying. Further complicating the finding stated by the HBR article is that the study’s findings have not been reliably replicated in subsequent studies, other populations, or larger groups. I’m not discounting the researcher’s efforts, in fact, I agree with his observation that the conclusions don’t seem to be generalizable beyond the experiment’s scope.
Context is a high-order bit
All this reinforces the notion that when studying content and communication, context is a high-order bit1. As a high-order bit, ignoring it can have profound implications on the results. Any “best practice” or otherwise generalized advice should not be considered without including its contexts: the context in which it was derived and the context into which it will be applied.
This also reinforces the need to design content for testing–and to then test and analyze it.