- Unfamiliar concepts, conventions, formats, terminology, and symbols may not be understood. But, if they are eventually understood, it’ll require effortful processing (which is only going to occurred if the individual is highly motivated to understand the concept).
- If unfamiliar concepts, symbols, etc. are absolutely necessary to convey a message, they need to be explicitly introduced and explained. These explanations are more effective if they draw on information that’s familiar to the audience. 


Ohio State University, Columbus

The P.A.K. states that communication requires prior knowledge of relevant concepts, jargon, and symbols. If a presenter relies on terminology that the audience isn’t familiar with, the audience will fail to understand and retain information. 

The Principle of Appropriate Knowledge 

Kosslyn, S. M., Kievit, R. A., Russell, A. G., & Shephard, J. M. (2012, July 17). PowerPoint® Presentation Flaws and failures: A psychological analysis. Frontiers. Retrieved September 22, 2022, from https://www.frontiersin.org/articles/10.3389/fpsyg.2012.00230/full 

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