Banking For Juveniles: Financial Jargon Confuses Readers, Study Finds
If you had trouble wading through Moby Dick as a kid don’t count on understanding emails from your bank.
The Herman Melville classic is easier to read than content from some banks, according to a new study by VisibleThread.
It’s not clear who that reflects on more poorly — the banks or their customers. But it should scare copywriters.
In old-time journalism training, they taught us that most people had an 11 year-old reading level. That’s now up to age 13 — the study puts the average at 8th grade. Yet the bottom ten banks aim for a 10.8 grade level, which means age 15 or 16 — way too high.