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My money is on those that focus on cognitive simplicity.
There's never been a time when cognitive simplicity matters more.
But the most important, and often most overlooked, is Cognitive Simplicity.
Shazam could have made the flow faster or fewer taps, but it would come at the cost of cognitive simplicity.
Specifically, BWS increases the time respondents need for evaluating alternatives [40, 45], casting doubt on its alleged cognitive simplicity [15].
To illustrate the difference between generic simplicity and cognitive simplicity, let's look at a couple products that, on the surface, might be regarded as being simple to use, but rank in my book as some of the most cognitively complex products of late.
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The framework models a number of empirically demonstrated cognitive phenomena, thus balancing simplicity and direct applicability.
In practice, scientists face some constraints in the selection of background assumptions, based on cognitive values such as simplicity and conservatism (resistance to revising deeply entrenched assumptions on which many other beliefs depend).
This model allows for robustness, simplicity, and cognitive energy saving.
On biblical prophetic grounds they sought simplicity in the cognitive, moral, and devotional life of Christianity.
But it is precisely the simplicity of our cognitive tools that inevitably fails to predict the statistically improbable that will change our lives.
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com