DDM Marketing Journal

Have an article, marketing tip or comments you’d like to share?
Drop us a line at
journal@decdesign.com

I’m sure we all agree that careful proofreading of all marketing materials and key documents is extremely important. While some proofreaders are better than others, you’ll see by reading the text below from Cambridge University Press that we all have a sort of built-in ‘spellchecker’ in our brain.

Olny srmat poelpe can raed tihs.
I cdnuolt blveiee taht I cluod aulaclty uesdnatnrd waht I was rdanieg. The phaonmneal pweor of the hmuan mnid, aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it deosn't mttaer in waht oredr the ltteers in a wrod are, the olny iprmoatnt tihng is taht the frist and lsat ltteer be in the rghit pclae. The rset can be a taotl mses and you can sitll raed it wouthit a porbelm. Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe. Amzanig huh?

Here’s another example of how your brain deciphers words.
Count every 'F in the following text:

FINISHED FILES ARE THE RE-
SULT OF YEARS OF SCIENTI -
FIC STUDY COMBINED WITH
THE EXPERIENCE OF YEARS...

How Many?

Wrong, there are 6 – no joke.
Go back and try to find the 6 F's before you scroll down.
Here’s why you may not have seen all the F’s at first.
The brain cannot process 'OF.'
Anyone who counts all 6 'F's' on the first go is a genius.
Three is normal, four is quite rare.

Material contained in this email may be copyright material of DeCarolis Design & Marketing or protected by other intellectual property rights. It may only be reproduced with the express permission of DeCarolis Design & Marketing. DeCarolis Design & Marketing does not accept responsibility for any changes made to this email by unauthorized parties after it was sent. All information contained in this email has been prepared using information believed by the author to be reliable and accurate, but DeCarolis Design & Marketing makes no warranty as to accuracy and completeness.

Vince's Corner