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Should you have a different website for morning and evening visitors – and another one for 2 a.m.? University of California, Los Angeles (UCLA) behavioural economist Shlomo Benartzi thinks that makes sense. How about using a hard-to-read font – such as the widely disdained Comic Sans – on important material on your website? Sure, it will be harder to decipher initially, but that’s exactly why you should employ it.

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