My favourite thing about English is that for every technical rule there is an exception. It’s likely you’ve heard of “I before E except after C” and it’s true… except for words like science, ancient, caffeine, and seize (the list goes on). English is full of contradictions like this, and it’s part of its charm.
All languages have rules. The reason why English has so many exceptions is because of how much of our language is absorbed by other languages, so each exception to a rule is like a little fossil from a language era, letting us know where our language has been.
Language is one of the most powerful tools for Caja’s behavioural science team. We know that language is as much about communication as it is about influence. It shapes how people perceive the world, make decisions and take action.
Language Shapes Thought and Decision-Making
Directionality in writing, for example, affects how we process information. If we learn to write left to right, we develop a habit of scanning images that way. This is demonstrated by an F/Z scan preference. Inversely readers of right-to-left languages like Arabic scan pages in a flipped F-shaped patterns¹. Such differences guide how we design messages to capture attention and influence decisions.
Another fascinating phenomenon is the Foreign Language Effect. Bilinguals often make more rational decisions when using their second language because it distances them from the intuitive and instinctive thinking that makes us more prone to biases and heuristics². Such insights prove that language isn’t merely a medium for conversation but a subtle shaper of our thought processes and behaviours.
Language in Context: Culture and Meaning
Even when speaking the same language, our interpretations can diverge dramatically based on cultural context. For instance, suppose we’re developing a public rail safety campaign. Let’s say we carried out some insights work that revealed we needed to target an Irish audience and that a poster might be the best medium, so we craft one that reads, “Mind you the gap.” Irish readers will likely find this phrasing charmingly familiar.
Gaeilge is a VSO (Verb Subject Object) language unlike English which is a SVO (Subject Verb Object) language. So, even though English is the most spoken language in Ireland, there remains undercurrents of Gaeilge in how English is used (using English vocabulary with Gaeilge grammar). By tapping into this cultural context, we can resonate with our target audience at a greater level – we drive engagement by using salience, therefore nudging towards intended behaviour change. Other English language speakers are likely to not resonate with the materials, and that’s a good thing as it isn’t their behaviour we are trying to influence.
The Evolving Landscape of Language
Digital communication and cultural shifts are constantly reshaping language. In “Because Internet: Understanding the New Rules of Language”³, Gretchen McCulloch explores how digital communication and cultural shifts influence language. One example is the phrase “it’s giving season” which has multiple interpretations depending on one’s linguistic background. While advertisers may use it to evoke generosity and consumerism during the holidays, its meaning can vary across different audiences. To some, particularly those unfamiliar with online slang, it may simply refer to the period of gift-giving. However, among many Millennials and Gen Z speakers, who use “it’s giving” as a way to describe a vibe, the phrase takes on a playful, stylised meaning “it’s giving ✨season✨” . Notably, generational distinctions are not absolute; exposure to digital culture, rather than age alone, shapes how language is understood. This evolution highlights a crucial truth: language is fluid, and effective communicators must adapt to cultural shifts. However, while embracing change fosters connection, rapid linguistic shifts can also create barriers between groups. Staying attuned to these dynamics allows us to navigate communication more thoughtfully.
Playful language isn’t limited to digital slang. Take the word “bank”: as a noun, it denotes a financial institution, while as a phrasal verb, “to bank on” means to rely on someone or something. The State Bank of Hyderabad’s slogan, “You can always bank on us,” cleverly leverages this dual meaning to underscore both reliability and role.
Duolingo’s tailored push notifications offer a practical example. Their blog post “Hi, It’s Duo: The AI Behind the Meme” delves into how the language learning app fine-tunes its nudges to maximise engagement. While Duolingo already uses push notifications as a nudge to encourage users to complete their daily lessons, their research shows that the wording of these reminders significantly impacts are effectiveness across different native speakers. For instance, a playful or slightly guilt-inducing tones were effective amongst native English speakers but were not amongst others. Such insights remind us that every word we choose has the potential to influence behaviour, making language a dynamic and evolving tool that influences perception, decision-making, and ultimately, behaviour.
By understanding and leveraging these subtleties, we at Caja harness language to craft messages that not only communicate but also nudge people toward positive change. In a world where every word can be a behavioural catalyst, our appreciation for language—and its endless nuances—remains at the heart of our work.
If you want to find out more about our work, please get in touch at admin@cajagroup.com or call us on 01782 443020.
