Twaddle Tendency

This week we're exploring a cognitive bias called the Twaddle Tendency. Twadd-a-what? Let's get into it:

twaddle, noun, /ˈtwäd(ə)l/- trivial, feeble, silly, or tedious talk or writing

Twaddle Tendency -

The cognitive bias where people prefer impressive-sounding but meaningless content over clear, simple, and genuinely useful information.

Examples in UX:

#1 Pedantic Business-speak

our first draft of the optionc.io website (jk, just go with it)

The de-twaddled translation: we design and build custom digital solutions!

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#2 A Crowd Favorite: Cookies 🍪

Can't they just say: we’re watching you, suckers  👀 

Examples IRL:

#1 (un)Real Estate

You can probably translate this one but it would be something like:

Translation= small, dilapidated, and old.

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#2 America's Favorite Twaddle Queen

and what not

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Avoiding Twaddle Tendency in UX:

• Use plain language. If a 5th grader can't understand it, rewrite it

• Test copy with real users who aren't experts in your field

• Ask "what are we actually trying to say?" and start there

• Remember: clarity is kindness

Avoiding Twaddle Tendency in IRL:

• Resist the thesaurus urge

• Unfollow that LinkedIn influencer

• When someone asks what you do, just tell them. No buzzwords.

• KISS (Keep it simple, Silly)

So there you have it! Next time you think about adding some flowery language, maybe don't! No one likes a Twaddler.