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In Discovering evil attractors in Chapter 12, we see that a consumer-review website tried a Personal subheading in their Appliance section. In tree testing, participants mistakenly chose it as the answer for a wide variety of unrelated tasks. When they made it more specific (changing Personal to Persona Care), the problem went away.

Make headings

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quick to skim

It also helps to make headings easy to skim, by putting the most important differentiating words up front.

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