In today's digital landscape, amidst silent video advertisements, incorporating text such as subtitles is crucial for effective communication. This study focuses on how text readability, influenced by visual design, impacts consumer responses, particularly in terms of brand familiarity. Applying information processing fluency and incongruity theories, it investigates the intricate relationship between visual text design and its effects on consumer cognitive and emotional responses.

Utilizing online experiments, the study contrasted different readability levels in muted video advertisements. The results revealed that higher readability improves text recognition and message recall, but surprisingly, doesn't significantly change attitudes towards the ad or brand. However, for those well-acquainted with the brand, lower readability prompts more positive attitudes towards the ad or brand. While higher readability bolsters information processing fluency, affecting cognitive responses, it's insufficient for attitude change. Furthermore, the research suggests that people familiar with the brand gravitate towards content that challenges their cognitive abilities, finding pleasure in the effort and satisfaction in the resolution, aligning with the principles of incongruity theory.

This research presents valuable insights for marketers, emphasizing the significance of information readability in enhancing consumer recall of messages and brand awareness. It's particularly effective for new or lesser-known brands, as high readability ensures that potential customers grasp the brand message during initial exposure. The study also stresses the need to customize ad content based on audience brand familiarity. Advertisements demanding more cognitive effort, like those with less readable text, may be more engaging for consumers familiar with the brand. Furthermore, the research highlights the societal impact of accessible messaging, benefiting diverse groups, including those with visual or reading impairments, and fostering an inclusive society. This work elucidates the intricate balance between readability and cognitive engagement in video advertisements, aiding in the development of more nuanced, brand-sensitive, and inclusive advertising strategies for today's digital landscape.