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Formatting Numbers for Fluency Boosts Recall

Does something look off about this phone number? Or does something seem really right? Usually we see the last 7 digits break into a group of 3, followed by a group of 4. But here, they break into a group of 4, followed by a group of 3. Given which digits repeat, this could make the phone number easier to recall by a target who may not be able to dial it when they first see it. Processing fluency is important to consider when developing your marketing message. I’m also a fan of initial capping the words in a url. Some brands fight against it for design reasons. But clarity should be the deciding factor.