Cognitive Load refers to the total amount of mental effort being used in the working memory. In the context of technical communication, it is the “tax” an architect pays to process your information. Human working memory is a finite resource; if a technical drawing, a CPD slide, or a product data sheet exceeds this capacity, the brain simply stops absorbing new details. It is the difference between a narrative that flows and one that feels like wading through treacle.
The FRAKT Explanation #
We categorise Cognitive Load into three distinct types, a framework essential for any manufacturer aiming for “architect-ready” status:
- Intrinsic Load: The inherent complexity of the subject matter (e.g., the physics of thermal bridging). This cannot be removed, only managed.
- Extraneous Load: The “noise.” This is caused by poor layout, jargon, or irrelevant decorative graphics. This is a self-inflicted wound that distracts from the core message.
- Germane Load: The “good” effort. This is the mental energy used to actually learn and integrate the information into a project.
The goal of high-trust communication is to eliminate extraneous load so the architect has the mental headroom to engage with the intrinsic complexity of your product.
Practical Example: The “Warranty Document” Syndrome #
Consider a traditional CPD presentation on high-performance glazing.
- High Cognitive Load: A slide featuring a wall of size 10 Arial text, three overlapping technical diagrams, and a spokesperson reading the bullet points verbatim. The architect’s brain is forced to split its attention between listening and decoding the visual clutter. The result? They stop deciding and start “energy-saving”—essentially tuning out.
- The FRAKT Approach (Low Cognitive Load): We strip the slide to a single, high-contrast cross-section that highlights the primary innovation. We use “Cognitive Pacing”—alternating between deep technical detail and high-level strategic summaries. By reducing the friction of the delivery, the architect can focus on the substance of the performance data.
The Behavioural Insight #
Architects don’t reject complex products; they reject the feeling of being confused. If your technical literature is difficult to navigate, the brain subconsciously flags the product itself as “difficult to specify.” Precision is not about including every possible fact; it is about the disciplined removal of everything that isn’t the point.
“Your technical narrative shouldn’t be a test of the architect’s stamina. If they have to work too hard to find the U-value, they’ll find a competitor who makes them feel smarter, faster.”
