Cognitive and affective consequences of visual fluency: When seeing is easy on the mind

This chapter addresses classical issues of visual image persuasion from the perspective of recent psychological research that explored the interplay between the “message” (declarative information) and “feeling” (subjective experience) in human judgment. The concept of visual fluency is introduced followed by a review of research that explores the role of processing fluency in judgments of visual characteristics of stimuli. Cognitive assessments and judgments are examined and objectivist models of visual appeal are compared with the experiential account of aesthetic judgment. The chapter concludes with caveats and a discussion of the limitations of the available evidence. (PsycINFO Database Record (c) 2007 APA, all rights reserved) (from the chapter)