Here is an interesting piece of research published in Harvard Business Review: if you make text hard to read, people remember it better. Backed up by hard data. The possible explanation: when you go slower and you are less confident about understanding something, you concentrate more.
I agree with one of the commenters in the article: if you have to understand something, this might work. But if you are up against an audience who has better things to do than reading your material (i.e., a potential customer), I think you better make sure your material is readable.
What do you think, do you agree?
Thank you to to Akash Bhatia.