If you’re testing or interviewing customers about a product, the words you use can affect greatly what people “remember.”

Break text up into chunks. Use bullets, short paragraphs, and pictures.

Avoid putting blue and red or green and red near each other on a page or screen.

Realize that people will probably only pay attention to salient cues.

Include no more than four items in each chunk.

If people have trouble reading the font, they will transfer that feeling of difficulty to the meaning of the text itself and decide that the subject of the text is hard to do or understand.

One of the major reasons to do user or customer research is so that you can identify and understand the schemata that your particular target audience has.

Make sure your content is worth reading. In the end, it all boils down to whether or not the text on the page is of interest to your audience.

Before you use lines or boxes to separate items or group them together, try experimenting with the amount of space between them first. Sometimes changing the spacing is sufficient, and you’ll be reducing the visual noise of the page.