UX microcopy: size matters
The power of words is notable. Once you said it, it can not be taken back.
Words carry information, news and reveal our feelings, emotions, attitudes. More than that, as Peter Clark says in his book How to Write Short Word Craft for Fast Times: “The most important messages are short”. And that is hard to dispute.
The most meaningful phrases are indeed concise:
• Confessions (“I love you”);
• Proposals (“Will you marry me?”);
• Prayers (“Amen”);
• Mottos (“Long Live the Queen!”);
• Warcries (“Fire!”);
• Instructions (“Press the green button “Start”);
• Advertisements (“Just do it”),
• Shop door signs (“We’re Closed”),
Quotes, text messages, proverbs, notes in fortune cookies, graffiti, tattoos, etc.
If the message is short it doesn’t mean it’s not relevant. On the contrary, they don’t take much space but stay catchy, clear, and concise. The reason is simple: short messages are easier and faster for people to get (as soon as they are coherent enough).
Now we came closer to wording in user interfaces. No wonder, design that is aimed to impact the audience or direct to implement actions cares about word selection as much as about colors, fonts, layout, etc.
According to Albert Mehrabian’s theory, humans perceive 55% of body language (visual information), 38 % of non-verbal information that includes voice tone and intonation, and only 7% of verbal signs.
What’s the bottom line? UX writers (or whoever is responsible for this task in your team) should be particularly careful at creating text and strive for composing beautiful and informative copies.
What is microcopy?
In a nutshell, microcopy is the language a system uses for communication with users.
It can be texting for button and field labels, information and error messages, links and tooltip notifications, etc. Designers use microcopy to pursue users to implement action, to direct them through the system, and to explain its behavior.
Why does microcopy matter?
You may think such short messages or even words are not a big deal and your team is coping with it just fine. Unfortunately, users often think and behave absolutely differently from what you expect them.
1. They do not work for your company and may not be that tech-brained.
Among your team members, it is common to communicate with a certain vocabulary that is clear and unambiguous for you. It may contain technical terms or slang that people from the outside world are not aware of and would get confused each time they need to work with your system.
2. People are multitasking
They also tend to do many things on the go. It is important that every time they use your system they don’t have to think of where this link may take them or whether their changes will be saved if they select “ok”. Do not make people doubt their actions and waste their time.
3. No matter how beautiful UI is, poor word choice may ruin everything.
Out-of-placed microcopy leads to users’ confusion, misunderstanding, errors, and disappointment. Bad UX experience (and microcopy is a part of it) makes users feel like fools and no one wants to feel like a fool.
Think of your system interface as a foreign country. People are way more enthusiastic to come back to countries where locals are friendly, eager to help you, and try to speak to you in a clear language. It’s a great help for tourists to travel to the country where the navigation is self-explanatory, traffic signs are distinctive, and they can easily find their way through city maps. In turn, it’s a huge disappointment to feel a complete stranger where you can barely understand where to go and people turn their backs to you.
Tips for creating a better microcopy
1. Cut long sentences down in size
Let your first draft of a microcopy message be as long as it goes. Then cut the clutter. It means to share the same piece of information in a shorter way. Review it, ask your coworkers what they think, and strive for keeping to the point.
Why is it crucial? According to Nielsen Norman Group research, 79% of users do not read; they scan pages. So make sure the texting you use for your system is not long and boring.
2. Speak users’ language
Knowing your users may help in selecting the right tone, intonation, and vocabulary.
Think of it as a part of your product brand identity. Is the product your team works on more playful and quirky, or more businesslike and down-to-earth? Will your users be delighted to communicate with an easy-going system or there’s no space for jokes?
Let your system speak in a personal way but do not overdo it. Your system doesn’t have to be cute, it’s not a puppy. Depending on the business domain and product type, some applications’ and websites’ audiences will more likely prefer a dry and official approach.
3. Avoid the tone of accusation
No matter what is the nature of your product and how your team sees its personality, be careful with word choice and avoid making your users guilty when errors occur, pages do not upload, fields are not filled, etc.
Your work depends on users and how they are satisfied with your product. So, be polite, but stick to the point explaining what is going on and what does the system wants from users.
In a brief, good microcopy serves the following goals:
1. instructs users where to go and what to do to accomplish their goals
2. explains why a system goes down and how to fix it fast
3. gives feedback after users complete a task
4. eliminates worries about unsaved changes and fears to start over again
5. motivates to move forward and complete a task
6. foresees users’ actions and reduces their efforts
7. Minimize users’ efforts
8. guides through functionality to make users feel like home
Conclusion
To summarize, here’s an off-the-shelf rule to rely on while composing microcopies for your system: users don’t want to feel lost. They do not want to get stuck and be not able to move forward in their tasks. Keep in mind, users want to know
what is happening in the system,
why this is happening
and how they can fix the situation promptly and without loss.
