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When participants were shown the black-on-white version and were then immediately shown the reversed version, the reversed passage was proven to be 4 percent less legible. When they were only shown the reversed copy, it proved 16 percent less legible...statistically significant in anyone’s book. Verdict? Don’t reverse it.
CA$HVERTISING: How to Use More than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone
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