Once you’ve learned how to read, your eyes and brain jump right in and start reading. It’s a wonderful gift. However, our brains usually skip over high-frequency words they see all the time – words such as “of” and “the” – all in the pursuit of speed and efficiency.*
ASK YOURSELF:
Can you see how that can be problematic in a high-volume hospital pharmacy filled with look-like, sound-alike products?
* Rayner K. Eye movements in reading and information processing: 20 years of research. Psychol Bull. 1998;124(3):372-422.
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