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Behavioural science has helped us to better understand how people think, how they perceive things and, ultimately, what factors might influence their decision-making and behaviour. Further, behavioural science has defined concepts and frameworks that, applied as part of a design process, can significantly improve the impact of everyday communications such as customer letters, and emails, giving us simple tools for a more systematic approach to effective communication.

This best practice paper outlines a simple four-step process for applying behavioural science to optimise everyday communications. See our ‘sister’ Best Practice paper, ‘Seven Key Behavioural Science-based concepts for optimising everyday communications’ , which looks at: Choice Architecture, Salience, Anchoring, Framing, Chunking, Cognitive Ease and Social Norms.

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