To be clear, I wasn't really suggesting that one should game the system, hence the scare quotes. But a competent lawyer should, in my view, respect the fact that judges are human and respond just like other humans. That means paying attention to little details like dress, demeanor, font, grammar, and all the other elements of presentation that every marketer knows but few lawyers understand.

On a deeper level there are tactics like angling your argument to the judge's world view. (This makes judicial panels all the more important.)