{"id":1404,"date":"2019-09-13T13:39:33","date_gmt":"2019-09-13T13:39:33","guid":{"rendered":"https:\/\/uxwritinghub.com\/?p=1404"},"modified":"2021-05-10T09:30:50","modified_gmt":"2021-05-10T09:30:50","slug":"ux-writing-amsterdam","status":"publish","type":"post","link":"https:\/\/uxwritinghub.com\/ux-writing-amsterdam\/","title":{"rendered":"UX writing that doesn\u2019t make you think"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"1404\" class=\"elementor elementor-1404\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-99f2d8f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"99f2d8f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ddc4ce6\" data-id=\"ddc4ce6\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c5c6990 elementor-widget elementor-widget-text-editor\" data-id=\"c5c6990\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>From e-mails and texts to advertisements and dank memes. Every day we\u2019re 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?<\/p><p>Our attention is finite and therefore precious. It\u2019s 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\u2019s 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\u2019s easy on the cognitive battery.<\/p><p>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 \u2018orientation reflex\u2019 is part of how we\u2019re wired and it\u2019s something you want to avoid if you\u2019re looking to craft a smooth digital user experience.<\/p><p>Here\u2019s five tips for applying consistency in your microcopy.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7ef336c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7ef336c\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8fcb866\" data-id=\"8fcb866\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-32d4278 elementor-toc--minimized-on-tablet elementor-widget elementor-widget-table-of-contents\" data-id=\"32d4278\" data-element_type=\"widget\" data-settings=\"{&quot;headings_by_tags&quot;:[&quot;h2&quot;],&quot;exclude_headings_by_selector&quot;:[],&quot;marker_view&quot;:&quot;numbers&quot;,&quot;minimize_box&quot;:&quot;yes&quot;,&quot;minimized_on&quot;:&quot;tablet&quot;,&quot;hierarchical_view&quot;:&quot;yes&quot;,&quot;min_height&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"table-of-contents.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-toc__header\">\n\t\t\t<div class=\"elementor-toc__header-title\">\n\t\t\t\tTable of Contents\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--expand\"><svg class=\"e-font-icon-svg e-fas-chevron-down\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M207.029 381.476L12.686 187.132c-9.373-9.373-9.373-24.569 0-33.941l22.667-22.667c9.357-9.357 24.522-9.375 33.901-.04L224 284.505l154.745-154.021c9.379-9.335 24.544-9.317 33.901.04l22.667 22.667c9.373 9.373 9.373 24.569 0 33.941L240.971 381.476c-9.373 9.372-24.569 9.372-33.942 0z\"><\/path><\/svg><\/div>\n\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--collapse\"><svg class=\"e-font-icon-svg e-fas-chevron-up\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M240.971 130.524l194.343 194.343c9.373 9.373 9.373 24.569 0 33.941l-22.667 22.667c-9.357 9.357-24.522 9.375-33.901.04L224 227.495 69.255 381.516c-9.379 9.335-24.544 9.317-33.901-.04l-22.667-22.667c-9.373-9.373-9.373-24.569 0-33.941L207.03 130.525c9.372-9.373 24.568-9.373 33.941-.001z\"><\/path><\/svg><\/div>\n\t\t\t\t\t<\/div>\n\t\t<div class=\"elementor-toc__body\">\n\t\t\t<div class=\"elementor-toc__spinner-container\">\n\t\t\t\t<svg class=\"elementor-toc__spinner eicon-animation-spin e-font-icon-svg e-eicon-loading\" aria-hidden=\"true\" viewBox=\"0 0 1000 1000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M500 975V858C696 858 858 696 858 500S696 142 500 142 142 304 142 500H25C25 237 238 25 500 25S975 237 975 500 763 975 500 975Z\"><\/path><\/svg>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2fec9de8 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2fec9de8\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5cd38dd2\" data-id=\"5cd38dd2\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2f57619d elementor-widget elementor-widget-text-editor\" data-id=\"2f57619d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>From e-mails and texts to advertisements and dank memes. Every day we\u2019re 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?<\/p><p>Our attention is finite and therefore precious. It\u2019s 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\u2019s 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\u2019s easy on the cognitive battery.<\/p><p>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 \u2018orientation reflex\u2019 is part of how we\u2019re wired and it\u2019s something you want to avoid if you\u2019re looking to craft a smooth digital user experience.<\/p><p>Here\u2019s five tips for applying consistency in your microcopy.<\/p><h2><strong>1. Use the same words everywhere <\/strong><\/h2><p>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. \u2018Modify\u2019 and \u2018change\u2019 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.<\/p><p><img class=\"aligncenter size-large wp-image-1405\" src=\"https:\/\/uxwritinghub.com\/wp-content\/uploads\/2019\/09\/Google-Photos-inconsistent-wording-1024x582.png\" alt=\"consistent microcopy\" width=\"900\" height=\"512\" srcset=\"https:\/\/uxwritinghub.com\/wp-content\/uploads\/2019\/09\/Google-Photos-inconsistent-wording-1024x582.png 1024w, https:\/\/uxwritinghub.com\/wp-content\/uploads\/2019\/09\/Google-Photos-inconsistent-wording-300x171.png 300w, https:\/\/uxwritinghub.com\/wp-content\/uploads\/2019\/09\/Google-Photos-inconsistent-wording-768x437.png 768w, https:\/\/uxwritinghub.com\/wp-content\/uploads\/2019\/09\/Google-Photos-inconsistent-wording.png 2048w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/p><p>Using the same words also means being consistent with common word pairings which are similar to each other. For example, \u2018Log in\u2019 and \u2018Log out\u2019 instead of \u2018Log in\u2019 and \u2018Sign out\u2019.<\/p><h2><strong>2. Be consistent with CApItaLizAtioN<\/strong><\/h2><p>Let\u2019s talk buttons and CTAs. There\u2019s no consensus as to whether you should start these with a capital letter or not, it\u2019s up to you (though I\u2019m 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.<\/p><p><img class=\"aligncenter size-full wp-image-1406\" src=\"https:\/\/uxwritinghub.com\/wp-content\/uploads\/2019\/09\/Facebook-Inconsitent-letter-size.jpg\" alt=\"capitalisation microcopy\" width=\"459\" height=\"290\" srcset=\"https:\/\/uxwritinghub.com\/wp-content\/uploads\/2019\/09\/Facebook-Inconsitent-letter-size.jpg 459w, https:\/\/uxwritinghub.com\/wp-content\/uploads\/2019\/09\/Facebook-Inconsitent-letter-size-300x190.jpg 300w\" sizes=\"(max-width: 459px) 100vw, 459px\" \/><\/p><h2><strong>3. Speak your user\u2019s language <\/strong><\/h2><p>How do you do fellow kids! Empathy plays a vital role in good UX writing. See the world through your user\u2019s 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\u2019re absolutely certain it\u2019s 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\u2019s appointment and answer these questions immediately. All while staying consistent in choice of words and style of writing. Just what the doctor ordered.<\/p><p><img class=\"aligncenter size-large wp-image-1407\" src=\"https:\/\/uxwritinghub.com\/wp-content\/uploads\/2019\/09\/Zocdoc-consistent-with-users-language-1024x433.png\" alt=\"conversational microcopy\" width=\"900\" height=\"381\" srcset=\"https:\/\/uxwritinghub.com\/wp-content\/uploads\/2019\/09\/Zocdoc-consistent-with-users-language-1024x433.png 1024w, https:\/\/uxwritinghub.com\/wp-content\/uploads\/2019\/09\/Zocdoc-consistent-with-users-language-300x127.png 300w, https:\/\/uxwritinghub.com\/wp-content\/uploads\/2019\/09\/Zocdoc-consistent-with-users-language-768x325.png 768w, https:\/\/uxwritinghub.com\/wp-content\/uploads\/2019\/09\/Zocdoc-consistent-with-users-language.png 1999w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/p><p><strong>\u00a0<\/strong><\/p><h2><strong>4. Use the same voice everywhere <\/strong><\/h2><p>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 \u2013 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.<\/p><p><img class=\"aligncenter size-large wp-image-1408\" src=\"https:\/\/uxwritinghub.com\/wp-content\/uploads\/2019\/09\/Deliveroo-Inconsistent-brand-voice-1024x576.jpg\" alt=\"\" width=\"900\" height=\"506\" srcset=\"https:\/\/uxwritinghub.com\/wp-content\/uploads\/2019\/09\/Deliveroo-Inconsistent-brand-voice-1024x576.jpg 1024w, https:\/\/uxwritinghub.com\/wp-content\/uploads\/2019\/09\/Deliveroo-Inconsistent-brand-voice-300x169.jpg 300w, https:\/\/uxwritinghub.com\/wp-content\/uploads\/2019\/09\/Deliveroo-Inconsistent-brand-voice-768x432.jpg 768w, https:\/\/uxwritinghub.com\/wp-content\/uploads\/2019\/09\/Deliveroo-Inconsistent-brand-voice.jpg 1920w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/p><h2><strong>Wrapping up <\/strong><\/h2><p>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.<\/p><p>Follow <a href=\"https:\/\/www.linkedin.com\/in\/tvgeijn\/\" target=\"_blank\" rel=\"noopener\">Tobias van Geijn<\/a><\/p><p>UX writer at <a href=\"https:\/\/www.mrkoreander.nl\/\" target=\"_blank\" rel=\"noopener\">Mr Koreander<\/a> (with Master degree in Social Psychology)<\/p><p><em>Translated by Matteo Sabbatini<\/em><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>How to write copy which demands little attention from your users<\/p>\n","protected":false},"author":16,"featured_media":1436,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tpgb_global_settings":"","_eb_attr":"","content-type":"","_mi_skip_tracking":false},"categories":[59,57],"tags":[],"acf":{"descriptions":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>UX writing that doesn\u2019t make you think - UX WRITING HUB<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/uxwritinghub.com\/ux-writing-amsterdam\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"UX writing that doesn\u2019t make you think - UX WRITING HUB\" \/>\n<meta property=\"og:description\" content=\"How to write copy which demands little attention from your users\" \/>\n<meta property=\"og:url\" content=\"https:\/\/uxwritinghub.com\/ux-writing-amsterdam\/\" \/>\n<meta property=\"og:site_name\" content=\"UX WRITING HUB\" \/>\n<meta property=\"article:published_time\" content=\"2019-09-13T13:39:33+00:00\" \/>\n<meta property=\"article:modified_time\" 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