From e-mails and texts to advertisements and dank memes. Every day we’re bombarded with digital stimuli, costing us much of our precious attention. Consequently, being able to turn off our brains every once in a while, is essential in a world where our senses are constantly saturated. As UX writers, this is a topic close to our hearts as we spend our time crafting seamless digital experiences. So, how do you write microcopy which takes little mental capacity?
Our attention is finite and therefore precious. It’s our cognitive battery which can run out and needs to be recharged. Good UX writing keeps the battery drain to a minimum and only asks for your attention when it’s absolutely necessary. In an important notification or error message for example. When writing attention-effective copy, consistency is key. Consistency creates patterns. And patterns bring rest, recognition, and a user experience that’s easy on the cognitive battery.
Inconsistency however, does the exact opposite. When faced with an unexpected (digital) impulse or piece of information, you react immediately. Whether you want it or not. Your heartbeat lowers, your breathing quickens, and your attention is peaked. This ‘orientation reflex’ is part of how we’re wired and it’s something you want to avoid if you’re looking to craft a smooth digital user experience.
Here’s five tips for applying consistency in your microcopy.
From e-mails and texts to advertisements and dank memes. Every day we’re bombarded with digital stimuli, costing us much of our precious attention. Consequently, being able to turn off our brains every once in a while, is essential in a world where our senses are constantly saturated. As UX writers, this is a topic close to our hearts as we spend our time crafting seamless digital experiences. So, how do you write microcopy which takes little mental capacity?
Our attention is finite and therefore precious. It’s our cognitive battery which can run out and needs to be recharged. Good UX writing keeps the battery drain to a minimum and only asks for your attention when it’s absolutely necessary. In an important notification or error message for example. When writing attention-effective copy, consistency is key. Consistency creates patterns. And patterns bring rest, recognition, and a user experience that’s easy on the cognitive battery.
Inconsistency however, does the exact opposite. When faced with an unexpected (digital) impulse or piece of information, you react immediately. Whether you want it or not. Your heartbeat lowers, your breathing quickens, and your attention is peaked. This ‘orientation reflex’ is part of how we’re wired and it’s something you want to avoid if you’re looking to craft a smooth digital user experience.
Here’s five tips for applying consistency in your microcopy.
1. Use the same words everywhere
This one may seem obvious, but consistency in word choice is something many writers still get wrong. Websites and apps often use inconsistent terminology leading to confusion. ‘Modify’ and ‘change’ in the same flow. Or take the example below from Google. Two different words in the same screen to signify the same action. A wasted opportunity, because being consistent in your terminology makes your text easy and quick to read. Less reading equals less thinking and less thinking makes a digital flow more enjoyable.
Using the same words also means being consistent with common word pairings which are similar to each other. For example, ‘Log in’ and ‘Log out’ instead of ‘Log in’ and ‘Sign out’.
2. Be consistent with CApItaLizAtioN
Let’s talk buttons and CTAs. There’s no consensus as to whether you should start these with a capital letter or not, it’s up to you (though I’m firmly in team Capital). However, it is important to stick to your choice. Because before you know it, an orientation reflex might be triggered in a user, violently disrupting the flow of your user experience. Plus, inconsistent capitalization just looks straight up lazy and unprofessional and hurts your credibility. As shown in the example below.
3. Speak your user’s language
How do you do fellow kids! Empathy plays a vital role in good UX writing. See the world through your user’s eyes to find the words they use and expect. This is especially important for common actions such as logging in. Just go easy on slang and references unless you’re absolutely certain it’s relevant and functional. Zocdoc does this well, using informal and active language a consistently, aimed at a younger target audience. They make use of questions to predict your feelings towards making a doctor’s appointment and answer these questions immediately. All while staying consistent in choice of words and style of writing. Just what the doctor ordered.
4. Use the same voice everywhere
Good UX writing smoothly guides you through a digital experience. Excellent UX writing does so with a recognizable voice: a brand voice. And once again, consistency is king. If you choose to convey your brand voice in your microcopy, you should do so consistently across the entire flow. From erratic error states to cheerful confirmations, make sure your tone always fits your brand voice. Incongruency here creates distance and frustration – how can I trust someone who switches personalities multiple times during a conversation? Check out the example below taken from Deliveroo. The tone of voice in the first two screens is human, cheeky and informal. Making the robotic sounding error message of the last screen all the more jarring and frustrating.
Wrapping up
Alright, so you have everything you need to make your copy consistent, now what? Document the decisions you make on word choices and consistency rules in a writing guide which accompanies the brand voice document. This makes it easy for everyone who writes for that brand to choose the right words and tone. Because consistent copywriting benefits everyone involved with the brand.
Follow Tobias van Geijn
UX writer at Mr Koreander (with Master degree in Social Psychology)
Translated by Matteo Sabbatini