Graham Rawlinson’s PhD at Nottingham University way back in 1976 showed that randomising letters in the middle of words had little or no effect on the ability of skilled readers to understand the text.
Indeed one rapid reader noticed only four or five errors in an A4 page of muddled text.
Aoccdrnig to rscheearch at an Elingsh uinervtisy, it deosn’t mttaer in waht oredr the ltteers in a wrod are, olny taht the frist and lsat ltteres are at the rghit pcleas.
The rset can be a toatl mses and you can sitll raed it wouthit a porbelm. Tihs is bcuseae we do not raed ervey lteter by ilstef, but the wrod as a wlohe.
Randomising letters in the middle of words forces us to ‘thnik diffrenetly’
when attempting to read.
Pitcures can aslo challnege our curernt ways of thniknig abuot the wolrd we live in.
At Thniknig Pahmra we like to stmiluate your Brian Cells to work in a diffrenet way.
So now we have your brian warmed up, try to renogcize this transcription.
It contains svereal errors.
If you’re fnidnig this too hrad, take comfort in the knlowdege that the degree of difficulty you are experiencing is about the same as a nomral perosn trying to make sense of the inofrmtaion on a tyipacl Pharma website.
The Pharma Challenge
Heer are some exmalpes:-
“Neither Bayer Schering Pharma nor third parties involved in the writing, production or transmission of this website can be held liable for damage or injury resulting from access or the impossibility of access or from the use or impossibility of use of this website or from the fact that you have relied on information given on this website.”
“We will soon be adding a function to our website that will help make it easier for you to stay informed about your pain.”
“Inactive Ingredients: croscarmellose sodium, lactose, magnesium stearate, microcrystalline cellulose, povidone, and pregelatinized starch.”
“In cases when personal data is provided to others to provide you products or services you have requested, or for other purposes you have authorized, we rely on technical and organizational means to assure that applicable data security regulations are followed.”
Can you figure out what all that means?
Surely Pharma could do better than this?
And remember, it’s hard to harness the possibilities of different
thinking until you let go of the present way of thinking.
Or is Pharma also trying to stimulate us to “thnik diffrenetly” ?
(Tomorrow’s Post: “Don’t Ask Me, Frequently.”)
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