Reporter Drake Bennett leads with the fact that “shares in companies with easy-to-pronounce names do indeed significantly outperform those with hard-to-pronounce names.” He continues:

Other studies have shown that when presenting people with a factual statement, manipulations that make the statement easier to mentally process – even totally nonsubstantive changes like writing it in a cleaner font or making it rhyme or simply repeating it – can alter people’s judgment of the truth of the statement, along with their evaluation of the intelligence of the statement’s author (my emphasis).

However, the flip side of easy equals true — or “an instinctive preference for the familiar” as Bennett defines the concept — is that to generate reflection or curiosity, you may need to make things less familiar. It’s a good thing we know how to do both.

These lipstick ads feature Fenice (1980) with Balmoral (1978) for the script caps. Amazone (1958) for the script lowercase is fine here, but the outline looks too much like a modern computer graphics effect (which is what it is).