UX Excerpt

Fluency is important because of its power and influence over how we think about things and exerts its power in primarily two ways: its subtlety and its pervasiveness.

Fluency guides our thinking in situations where we have no idea that it is at work, and it affects us in any situation where we weigh information.

The full force of its power comes from the fact that we often misattribute the sensation of ease or difficulty in thinking about something to the thing itself.