It seems to us that users come to the site because of the design and illustrations. But what they really need is information. Life hacks related to color or design psychology won’t work without text. This is the only way to ensure usability and a positive customer experience.
UI writing inform and persuade. If UX design attracts and helps you navigate the site, then UX text explains what, how and why to do, motivating the user to take action.
UX design isn’t complete without signatures. The text links the product and the consumer.
Some people think it is better to see once, and they are right: the human brain perceives images 60,000 times faster than texts.
And we remember information as a picture, even if we receive it in the form of words. This is why designers sometimes make interfaces completely graphic. However, this requires that the image has a clear message and does not allow for incorrect associations or double interpretations. Text helps to convey the idea more clearly and make the interface more user-friendly.
How Internet users read
UX writing is undergoing a new stage of development. Concentration time is shortening and we no longer want to read long paragraphs or sentences. We scan texts, so we prefer short and clear content.
Any online essay writer will confirm this important nuance.
Button and icon text, subheadings, notifications, error messages, navigation, user guides and more are all part of the design and user experience.
We read online texts 25% longer than print materials.
Typically, users read only 20-28% of the words they see on a site. Therefore, UX-text should have the following characteristics:
- clear – the user must understand what you want to tell him;
- concise – follow the main theme and do not turn the interface into an artistic composition;
- consistent – use a consistent tone, style and terminology.
Don’t forget that text should be useful and help you interact with the interface.
For the best user experience, content is positioned according to how internet users read.
- They start reading from the top left of the page.
- They prefer the navigation elements at the top of the page.
- They view the page diagonally, from the top left to the bottom right.
- Users pay attention to menus.
- They ignore unusual elements.
- They like headlines and lists.
- They skip large blocks of text.
- They prefer when text is not broken up into multiple columns.
- They like numbers, especially odd numbers.
- They notice text first, and then they notice graphics.
Tips for integrating UX writing into design
Don’t underestimate the role of text content: it’s a critical element that influences the user experience. Sometimes creating a call-to-action button can take more time and effort than writing a long read.
Discard substitute text
When starting to work on an interface, many people most often use Lorem Ipsum text to mark the location of text blocks. Do not do this.
Because of the different combinations of letters, number of characters and structure the words will be different. If a block filled with Lorem Ipsum looks good, it doesn’t mean that other text won’t ruin it.
The sooner you implement the real text in the interface, the better: it will look more natural, and the work will take less time.
Write in simple language
Try to use words that everyone understands. Avoid technical terms or jargon, long and complex words, and the passive voice.
Make calls to action encouraging. For example, in a message about an error, “Try again” rather than “OK” would be more appropriate.
A positive tone also works well. Instead of “Incorrect password” you can write “I think this password doesn’t fit”: this sounds friendlier.
Use numbers
We subconsciously associate numbers with facts, sizes, statistics, and everything that is potentially useful. That’s why many brands often have numbers on their branding. And that’s why they work best to create additional value and credibility.
Odd numbers are especially effective: they’re often used in neuromarketing to inspire users to click the headline.
Numbers also help save space and make content shorter.
Express the voice and tone of your brand
When working with other UX writers, it pays to make sure they are familiar with the brandbook and user persona. All of the content you create should translate the brand’s position and tone.
Tone is the way the brand communicates with the audience. Make sure you use the same words, patterns and sentences. Prepare guidelines for writers and designers to consistently translate them into their content.
They determine what terms to use, how long headlines, pronouns, punctuation, humor. All of this defines the brand identity and reputation you want to build.
Don’t be afraid to be creative
UX writing should be short and informative, reflecting the nature of the brand and its image. However, that doesn’t mean they should be boring.
If acceptable, use humor and positive sentiment in the interface. For example, a bug report is a chance to add a polite joke that will inspire users to stay on the site.
The main thing is not to go overboard, so that your humor is appreciated and provokes an appropriate reaction. Just one good word and the right icon can enhance the user experience and even inspire word of mouth about your brand.
UX writing help make the user experience more comfortable and meaningful, so designers and developers shouldn’t ignore content writers’ advice. The right combination of text and design can help make a site stand out from the competition.
