Fluency recommendation: Designing happiness by promoting fluency of processing in product use

Fluency of processing or the ease of processing is directly associated with mildly positive affect. This affect-fluency association opens the possibility of increasing chronic happiness of the user by incorporating design features that facilitate processing fluency. This proposal is coined fluency recommendation. Evidence from the effect of color fluency on product preference and webpage appeal [1] as well as from that of information complexity on banner ad preference [2] are used to support fluency recommendation.