When you need to choose between two designers with the same vision design ability, how do you choose them? Simple, choose the better copywriter. Why? It’s not complicated, because in today’s UI design, copying is also an important part of the interface design can not be ignored. The transmission of visual information and experience of interaction design can not be separated from copywriting. Icons need names, tabs need to match text, buttons even more, text, copying to ensure the accuracy of information transmission, and how can UI and UX design be separated from it?
Copywriting is a great achievement in today’s design. It helps users understand what they need to do next, make them understand where the problem is when something goes wrong, and tell them what an interaction might bring about. Without the help of copying, chaos in the UI interface is inevitable.
Therefore, in many professional enterprises and teams, UI designers are no longer alone, design departments will increasingly collaborate with copywriters in-depth, so that products from visual to text to achieve more consistent.
Why should designers have copywriting skills?
Designers and copywriters are similar in many ways, both of them need to maximize the user’s attention to the presentation of information in their work, they almost all have to put forward the same content in the process of work:
Will users understand the content of this application?
Is the interaction information clear enough?
Can this new function be stated in three sentences instead of five sentences?
Do users need to know these specific information?
Should this button be named Update or New?
Are we going to show the latest information or do we have to make 5 articles?
These are within the scope of copywriting. If we want better products, better interfaces, and better experiences, then we need to communicate with users in the same language. We have the most advanced technology and the latest design, in the design of the document, how can be ambiguous?
For example, the most common problem is the meaning of the label text on the button to the user in UI. Many users will encounter buttons with the same name but different functions in different applications, and many buttons have the same function, but their expressions vary greatly. Is the correspondence between language and meaning really hard?
Effective, concise, accurate copying can bring efficient and clear code and design, and facilitate the communication of information. — “Getting Real” by 37Signals
If you think copywriting is just about text, you are wrong.
A good copy means that the interface can communicate with users better. A good writer is someone who, through writing, is in the middle of a crowd, knows what to omit and how to write can add extra fun. The core principles and design are interworking and the same.
A clear copy will convey clearer concepts and naturally bring more clear thinking. Many times, before you write it, you don’t know how you write it. Good articles are more or less related to personality. Of course, you should write more about what your readers want to see than what you write best. — Michael A. Covington
Clearly, the expression of the copywriter will eventually be reflected in the product. Only clear thinking will make your design intuitive enough not to be confusing, as Massimo Vignelli says in his book:
No matter what we are doing, if we can not express and communicate clearly, it is a waste of energy. Clear intention is the only way to produce clear results. This is very important in design.
The negative impact of perplexity
If the designer does not think clearly, with confusion to do the product, a considerable probability will increase the complexity of the product itself, users feel confused and confused is almost inevitable. Under such circumstances, how can the product have high conversion rate? Users like deep products, but they do not like complicated and confusing products.
Good copy gives personality to products.
At the beginning of the design, you must know what attributes and personalities the product should have. If your product is a person, what kind of personality should it have? Humor? Smart? Politeness? Serious? Generous? Modest? Lovely? Such thinking can help you better define your product attributes.
Your product will sound, and it will communicate with users 24 hours a day. — “Getting Real” by 37Signals
Under the guidance of such an idea, begin the design of copywriting. Once the core “personality traits” are defined, these traits need to be implemented in subsequent visual, interactive, and graphic designs. No matter what changes are to be made, please remember these basic settings.
Notes for copywriter design
Don’t use words that most people don’t understand.
Don’t use professional terms.
Don’t use copywriting as a professional engineer talks.
Don’t talk about things outside the scope of functions.
Don’t use complicated vocabulary, try to be concise and clear.
Don’t use bloated expressions. It’s enough to know what to do.