I often deride the list-based blog posts and articles that have overtaken the internet, things like “6 Cat Photos That Will Have You On The Floor With Laughter.” That said, I stumbled across this semi-recent New Yorker piece that explains lists’ effectiveness.
One point of appeal is that we have an easier time remembering the content of lists, partly because we think spatially. So we remember a list bullet point partly because we recall where it was in the list. It’s not just a ethereal piece of info, it’s something that was halfway down the page.
As the article intones…
When we process information, we do so spatially. For instance, it’s hard to memorize through brute force the groceries we need to buy. It’s easier to remember everything if we write it down in bulleted, or numbered, points. Then, even if we forget the paper at home, it is easier for us to recall what was on it because we can think back to the location of the words themselves.
Also, lists let you know what you’re getting into; they tell you how much time you’ll have to commit to read them. (This is probably why articles like “786 Reasons to Vote for Hillary Clinton” would never fly.)
The more we know about something—including precisely how much time it will consume—the greater the chance we will commit to it. The process is self-reinforcing: we recall with pleasure that we were able to complete the task (of reading the article) instead of leaving it undone and that satisfaction, in turn, makes us more likely to click on lists again.