Understand Your Buyer> Selling Communication Basics > Kerning

What is it?

Kerning is focused creating readable text that’s correctly spaced and doesn’t have unfortunate and rude consequences…

Why does it work?

We recognise words by scanning the shape of the letters, if they are not spaced correctly, we may form the wrong word in our head which can lead to not only people not getting the message, but it could have a negatve impact on your brand too.

An example of this in action:

fi yuo cna raed tihs, yuo hvae a sgtrane mnid too. Cna yuo raed tihs? Olny 55 plepoe out of 100 can.

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 dseno’t mtaetr in waht oerdr the ltteres in a wrod are, the olny iproamtnt tihng is taht the frsit and lsat ltteer be in the rghi t pclae. The rset can be a taotl mses and you can sitll raed it whotuit a pboerlm. Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe. Azanmig huh? yaeh and I awlyas tghuhot slpeling was ipmorantt!.

How can you use it?

Just be super careful you don’t space things incorrectly and cause yourself an issue. You also might want to avoid a Clear Sales Mess whilst you are there too.

Example

These are flickering lights. Apparently.

See also

Kerning

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