The term is 'cognitive fluency'.  In essence it means that people gravitate toward things that are easier to grasp:  A clearer message, easier to read fonts, a simpler layout, less jargon.

I picked up on the concept from the always interesting Managing Leadership blog.  The idea seems so patently obvious yet we meet up with the people who want to complicate things or the sales guy full of jargon the auto mechanic who acts as if we could never understand.  I believe many of these people thrive on confusion.  They believe their worth is demonstrated in your belief that they "get it" even if you don't.  In truth, the value comes from bringing clarity to a situation - from taking all of the mumbo jumbo of seemingly disparate ideas and shedding some light on them in a way that our audience understands.  The truly valuable sales person wants you to get it.  The mechanic who can explain the problem clearly is a gem.  The teacher who can impart knowledge is the real deal.

Be sure to read the Boston Globe article here.  Our challenge every day is clarity.

Thanks, Jim.