{"id":9244,"date":"2025-01-02T22:33:23","date_gmt":"2025-01-02T12:03:23","guid":{"rendered":"https:\/\/leehopkinswriter.com\/?p=9244"},"modified":"2025-01-02T22:33:23","modified_gmt":"2025-01-02T12:03:23","slug":"mixing-your-styles-up","status":"publish","type":"post","link":"https:\/\/leehopkins.com\/vi\/mixing-your-styles-up\/","title":{"rendered":"Mixing your styles up"},"content":{"rendered":"

Will a marketing document with headings in US-format capital letters at the start of each word be congruent if it is paired with body text that adheres to UK\/Australian spelling? Will there be some psychological resistance by the reader to this document?<\/p>\n\n\n\n

<\/div>\n\n\n\n

According to science, yes there will be. <\/strong><\/p>\n\n\n\n

A marketing document with headings in US-format capital letters paired with body text using UK\/Australian spelling may face some psychological resistance from readers. The study indicates that inappropriate capitalisation, such as using capital letters unnecessarily, can reduce the perceived trustworthiness of a text. This effect is independent of spelling errors, which also decrease trustworthiness, and both factors together have an additive negative impact on\u00a0perception.<\/p>\n\n\n\n

<\/div>\n\n\n\n

Key insights<\/h2>\n\n\n\n
    \n
  • Capitalisation impact<\/strong>: Using capital letters inappropriately, such as for emphasis or in headings, can make a document seem less trustworthy. This is perceived as a form of incivility or disregard towards the\u00a0reader.<\/li>\n\n\n\n
  • Spelling consistency<\/strong>: While the study specifically addresses spelling errors, it suggests that any deviation from expected norms, such as mixing US and UK\/Australian spelling, might similarly affect trustworthiness, though this specific aspect was not directly\u00a0tested.<\/li>\n\n\n\n
  • Additive effects<\/strong>: The combination of inappropriate capitalisation and spelling inconsistencies can further decrease the perceived trustworthiness of a document, suggesting that maintaining consistency in both areas is important for reader\u00a0perception.<\/li>\n<\/ul>\n\n\n\n
    <\/div>\n\n\n\n

    Conclusion<\/h2>\n\n\n\n

    While the study does not directly address the combination of US-format capitalisation with UK\/Australian spelling, it highlights that both inappropriate capitalisation and spelling inconsistencies can independently and additively reduce trustworthiness. Therefore, it is likely that such a combination in a marketing document could lead to some psychological resistance from readers. Maintaining consistency in both capitalisation and spelling is advisable to enhance trustworthiness.<\/p>\n\n\n\n

    <\/div>\n\n\n\n

    Sources<\/h2>\n\n\n\n

    Johnson, A., Wilson, J., & Roscoe, R. (2017). College student perceptions of writing errors, text quality, and author characteristics. Assessing Writing<\/em>, 34<\/em>, 72-87. https:\/\/doi.org\/10.1016\/J.ASW.2017.10.002 <\/p>\n\n\n\n

    Korhonen, M. (2015). Spelling the extra letter? The case of Australian English. English Today<\/em>, 31<\/em>, 5-9. https:\/\/doi.org\/10.1017\/S0266078414000492 <\/p>\n\n\n\n

    Witchel, H., Thompson, G., Jones, C., Westling, C., Romero, J., Nicotra, A., Maag, B., & Critchley, H. (2020). Spelling Errors and Shouting Capitalization Lead to Additive Penalties to Trustworthiness of Online Health Information: Randomized Experiment With Laypersons. Journal of Medical Internet Research<\/em>, 22<\/em>. https:\/\/doi.org\/10.2196\/15171 <\/p>\n\n\n\n

    <\/div>\n\n\n\n

    <\/p>","protected":false},"excerpt":{"rendered":"

    Research shows mixing US-style capitalised headings with UK\/Australian spelling in marketing documents creates psychological resistance in readers. 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