Saccades

There are differences between good readers and not-so-good readers. These differences come down to eye movement patterns called saccades. Good readers have eye movement patterns that make reading quicker and easier. Not-so-good readers have eye movement patterns that make reading slower and more difficult.

Different readers = Different patterns

Good readers tend to have longer eye movements, shorter pauses during reading, and backtrack less. Not-so-good readers tend to have short eye movements that see very few words at a time, tend to pause longer when reading, and look back over text more often.

Helpful visual cues (for everyone)

Asym’s formatting provides visual cues that help poor readers read text the same way good readers read text. Basically Asym chunks long strings of text into shorter chunks of meaning. This 'chunking' helps poor readers read better and helps good readers read faster and understand more.

60 years of science

This technique of emphasizing units of meaning with visual cues has been studied and field-tested by scientists from many different fields for the past 60 years, and results have been published in dozens of peer-reviewed journal articles. These studies show that using this approach improves reading speed, comprehension, and enjoyment by up to 40%. In our own efficacy studies the early results are promising. We see 10-33% lifts in display ad click throughs and 10-15% lifts in web landing pages call-to-action with Asym spacing.

It's straightforward: the lower the effort, the better the perceived experience