Tag Archives: copywriting

copy content in user interfaces UI design

Tips on Applying Copy Content in User Interfaces

Words are a powerful weapon. They can bring both success and failure depending on how you put them together. They can motivate or confuse, strengthen or weaken, call or push away. That’s why designing a digital product, it’s vital to remember that high-quality copy is as essential as the details of visual performance.

 

In one of our previous articles, we’ve already considered the big role of textual content in UI design, covering the definition of copy and its functions in graphic user interfaces. Important point to remember from it here is the words cannot be fully replaced with the graphics whatever amazing, high-quality and professional they are going to be. Efficient and engaging copy content in user interfaces is defined by two equally significant basic criteria: the quality of writing and the appropriate look. Words and visual elements should mutually support each other, exist in harmony and provide organic consistency. So, every single piece of copy should be thoughtfully analyzed and created in a way corresponding to general design concept and enhancing positive user experience via successful interaction. 

 

Could you imagine an interface containing badly-written copy with the same type sizes, fonts, and colors? The chances are big that it would cost users great effort to solve their problems or get needed information with the product, so they would simply choose other product that is more user-friendly and less time-consuming. Let’s check what types of copy content designers and copywriters deal with creating websites or mobile applications, and think over the points needing special attention.

 

copywriting tips

 

Visual hierarchy

 

To organize content in interfaces clearly for users, designers apply a well-known technique called visual hierarchy. It is initially based on Gestalt psychological theory and its main goal is to present the content on the carrier, be it a book page or poster, web page or mobile screen, in such a way that users can understand the level of importance for each element. It activates the ability of brain to distinguish objects on the basis of their physical differences, such as size, color, contrast, alignment etc. In the aspect of creating copy content for web pages and mobile app screens, there are two aspects important to consider: page scanning patterns and typographic hierarchy. 

 

Understanding the importance of visual performance and readability of copy in digital products and its impact on user experience, numerous usability experts explore this issue comprehensively and collect statistics providing valuable data for designers. Lots of studies have shown that before reading a web page people scan it to get a sense of whether they are interested. According to different studies, including the publications by Nielsen Norman Group as one of the pioneers of this field, UXPin team and others, there are several popular scanning patterns for web pages, among which “F” and “Z” patterns.

 

F-pattern is referred to as the most common eye-scanning pattern, especially for web pages with big amount of content. A user first scans a horizontal line on the top of the screen, then moves down the page a bit and reads across the horizontal line which usually covers a shorter area. And the last one is a vertical line down on the left side of the copy where they look for keywords in the paragraphs’ initial sentences. It usually occurs on text-heavy pages like blogs, news platforms, thematic editorials etc. How could designers employ this knowledge? First of all, placing the information of key importance or core interest on the most scanned spots and trying to use short catching headlines and bold headers to draw users’ attention.

 

Z-pattern is applied to pages which are not so heavily concentrated on copy. A user first scans across the top of the page starting from the top left corner, looking for important information, and then goes down to the opposite corner at a diagonal, finishing with the horizontal line at the bottom of the page, again from left to right. This is a typical model of scanning for landing pages or websites not loaded with copy and not requiring scrolling down the page, which means that all the core data is visible in the pre-scroll area. In this case, designers place core information in the spots of highest attention, such as top corners, and put the other points requiring attention along the top and bottom lines.

 

website design tubik studio

The Big Landscape

 

Here we can see the design concept for a website which presents the online magazine «The Big Landscape». The interface is minimalist following the principles of clear visual hierarchy, good readability, intuitive navigation and aesthetic pleasure from visual perception. The designer followed Z-scanning-pattern placing vital elements such as the logo and CTA button in the corners of the top line while the bottom line informs users about the website creators and provides with the ability to contact via social networks instantly. 

 

Typographic hierarchy

 

Typographic hierarchy is a system that organizes copy content in the best way for users’ perception first of all via modifications and combination of types and fonts. It is aimed at creating contrast between the most meaningful and prominent copy elements which should be noticed first and ordinary text information. The contrast is created by regulating type fonts, sizes, and colors as well as their placement and alignment. Typographic hierarchy is presented with common types of copy content used in UI design.

 

Headlines

 

A headline is the first thing that users should see in any interface. It is a large, bold word or phrase which transfers and emphasizes the core informative message on the page. It’s essential for headlines to be catchy and short, so that they could draw users’ attention, and meaningful in order to inform users about the theme and benefits of the content of the page or screen. According to the research published by one of the popular social media sharing platforms Buffer, the ideal length of the headline is 6 words; Jacob Nielsen provides the study at which shows that headlines of 5-6 work effectively, not less than extensive headlines presenting a full sentence. 

 

Another point to remember: it’s good when headline is visually supported by other elements on the page or screen, still it also should be understandable and meaningful without such context.

 

website design for photographers

Photography Workshops 

 

Here is the landing page for a company organizing photo tours and workshops for photographers. Functional and stylish minimalism is the basic approach behind the web interface. The bold headline is placed on the left which makes it noticeable but the major accent still remains on the head picture.

 

landing page UI design tubik studio

Website on cooking seafood

 

tubik_studio_website_ui_bakery

Vinny’s Bakery

 

These are two examples of the websites concentrated on providing content around the same theme — food. They both have minimalist design with centrally located headlines. However, the headlines differ with the message they send to the users as well as nature of the websites differs in its core: one of them stimulates uniting users around the action (cooking seafood) while the other is focused in presenting the goods (bread and bakery). The first example presents a website collecting recipes of meals with seafood from all over the world, so its headline contains a CTA with a key element — action verb in imperative form “Let’s cook!”, which dynamically tunes users into the activity. On the other hand, we can see another concept — a website for a small bakery selling homemade bread. The lyrical headline makes users feel warm, sets strong positive emotional connection and lets them instantly imagine the smell of bakery products which are sold via the website.

 

Subheaders

 

It’s impossible to put all the significant information in a headline, that’s why you need subheaders. These are brief, concise and catchy phrases that are similar to headlines, although they typically mark out the key points in separate sections while headlines summarize the theme or message of the whole page. Following the principles of visual hierarchy, fonts chosen for subheaders are usually smaller than for headlines but bigger than the rest of the copy. Traditionally, they are also bold and short. 

 

Landing Page Animation Tubik Studio

Organic — landing page

 

tubikstudio travel gear landing

Travel Gear Landing Page

 

Subheaders play a big role in landing page design. These two concepts for landing pages above are good examples of how subheaders inform users about the data provided in different sections. Bold subheaders point out the main idea of body copy helping users find the information they need easily and quickly.

 

Body copy

 

Body copy is usually a part of text presenting the description or some essential information placed in a compact block, usually under a subheader or a headline. Fonts are thinner and smaller than in headlines and subheaders, sometimes they are presented in italic for even more prominent visual contrast.

 

There is no unified opinion about the best length of body copy. Some content creators support the approach that long copy is more informative and serious-looking, while the others claim that only short copy is effective because Internet users never want to read too much. Here in Tubik we support the approach that the length of effective and user-friendly copy depends directly on target audience: users as well as products are incredibly different, they have diverse preferences, goals and wishes when search for web resources or mobile apps. Both long and short copy have their own pros and cons, and each of them can be appropriate than depending on target audience of the product and its conversion goals.

 

Short copy is often effective for mobile interfaces and landing pages: their users are usually keen to see concise and highly informative copy content. Moreover, mobile interfaces have limited amount of space, so too much copy won’t look nice and will demand additional effort for reading, which can be the reason for poor user experience. Long copy is good for web resources that provide users with complex information on specific topics as well as presentation of the products which aren’t well-known for users and need additional informative support.

 

website design UI

Architecture Firm

 

Here is the example of a web page where long copy is useful. It’s a design concept featuring a website for architectural bureau following minimalistic and functional approach in creative practice and demonstrating it via website visual performance. The aim of such websites is to tell the company’s story, present professional level and achievements, so detailed copy works efficiently in this case.

 

tubik studio web ui design

Birds of Paradise Encyclopedia

 

This design concept also presents a website deeply based on copy: it’s an educational project setting the online encyclopedia about specific family of birds. Although it contains great amount of information presented in text, this type of content is logically divided into many brief and concentrated copy blocks supported with prominent headlines as well as bright and catchy illustrations. This approach makes interaction with the website more dynamic which is especially effective for a teenage part of target readers that presumably often perceive encyclopedias as boring stuff.

 

tubik toonie help screens interaction

Toonie Alarm tutorial

 

As we mentioned above, short copy is useful for mobile interfaces since they are limited in space. The interface of brief tutorial for Toonie Alarm app demonstrates the how copy is divided into short blocks in order to leave enough «air» on the screen and make copy readable.

 

Call-to-action elements with copy

 

The core elements that make UI interactive are those which contain a call-to-action (CTA). Some call-to-action elements may be represented with icons that don’t require copy using widely and instantly recognized icons such as a telephone receiver for a phone call or the envelope for mail. However, in cases when the image of an icon is not so obvious or can be misleading, it is more effective to use double scheme, when the icon, button, or link is supported with the copy.

 

The copy for call-to-action elements consists of one or two words or a linked phrase in a body copy. Verbs in the imperative form are one of the frequently applied mechanisms of engaging users.  Designers are recommended to use various techniques of creating contrast, first of all via color, in CTA elements, so that they could stand out in the layout and draw user’s attention quickly.

 

tubikstudio swiftybeaver landing

Landing page for SwiftyBeaver

 

travel agency website UI

Travel Agency Website

 

The CTA buttons on these two landing pages are both centrally located, although they employ different types of copy. The first one consists of the four-word-phrase, while the other applies only one word. However, both look good and work effectively since they both contain the verb in the imperative form and inform target audience about appropriate action solving their potential task on this website.

 

good_sign_app_tubikstudio

Good Sign App Concept 

 

This is a concept for an unusual Good Sign app that gives you a new sign to look for, and you make your wish every time you see it in real life. Such an extraordinary app has also unusual CTA buttons like “Make a wish”.

 

book swap app tubik studio

Book Swap App

 

There’s no need to create CTA buttons exceptionally in bright colors — their main task is to be easily noticeable in the general layout. If the interface is bright and colorful, why don’t you make the contrast with light background which will make bright copy even more prominent, like in a concept for the Book Swap app above?

 

Captions

 

Caption is the short text under a picture describing its content. In web interfaces fonts are usually small and often italic, and in mobile interfaces the sizes of fonts depend on a size of a picture.

 

gym landing page fragment

Gym Landing Page

 

Here is a concept for the landing page of a gym. The captions here have bold fonts that make them easy to read. They are shown only when the picture is hovered which makes interaction more engaging for the users.

 

Points to consider

 

All in all, creating a quality copy content isn’t that hard if you keep in mind the typographic hierarchy principles. And here are some basic tips of presenting the copy:

 

  • Create catchy headlines. They draw users’ attention and often become the point of decision whether user continues interaction with the page or bounces it.
  • Make headlines short, but keep them highly informative. 
  • Subheaders relate to separate section, so they guide users through the content in the interface.
  • Use brief concise copy for mobile interfaces and landing pages.
  • Consider using long copy for web resources aimed at providing informative content.
  • Use verbs in the imperative form to encourage people to actions.
  • Use contrast colors for call-to-action elements, so that they could draw user’s attention more effectively. However, don’t forget to test readability of the text on the CTA elements: it has a crucial impact on usability and conversion rates.
  • A caption should preferably describe or add the data that isn’t obvious from the image.
  • Give strong preference to present tenses in captions.
  • Always ground your solutions on preliminary user research and don’t neglect testing different options.

 

Recommended reading

 

Here is the collection of recommended articles for further reading in case you would like to read more on the theme.

 

The 5 pillars of visual hierarchy in Web design

6 principles of visual hierarchy for designers

On Visual Hierarchy

F-Shaped Pattern For Reading Web Content

3 Design Layouts: Gutenberg Diagram, Z-Pattern, And F-Pattern

Effective Writing For Your UI: Things to Avoid

The Ideal Length of Everything Online, Backed by Research

Copywriting in UI. Words that Make Design Go Round.

 

Our next publication will continue the comprehensive theme of visual hierarchy and its effective practices in web and mobile interfaces. Don’t miss!


 

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copywriting tips

Tips by Famous Writers for Good Copy Content

Creating high-quality content for the digital product is the issue of the same importance as thought-out design and careful bugless development. Copy is what makes design even more powerful breathing deeper life and sense into the webpage or app screen. Copy is information. And information, as it is known well, is the tool of incredible diversity and the key to many doors.

 

William G. Pollard once wrote: «Information is a source of learning. But unless it is organized, processed, and available to the right people in a format for decision making, it is a burden, not a benefit.» Working with copy content for digital products, writers get even closer to the issue, as the texts they usually write are aimed at supporting the goals set behind a particular product, mostly solving problems or improving lives. Good copy strengthens design significantly, poor copy is able to kill great design solutions and hours spent creating code for the app of website.

 

One of our previous articles here in Tubik Blog was devoted to the topic of copywriting for UI. Today we would like to continue this theme with the set of practical and useful tips on writing from famous and recognized authors. They performed successfully in different genres of literature, mostly fiction, still many tips they give generally about organization of writing process, creative approaches and self-critique are applicable and useful for copy content of all kinds. Let’s review the first set and chalk them up for creating high-quality and user-friendly copy.

 

copywriting for digital products

 

You can’t wait for inspiration. You have to go after it with a club. (Jack London)

 

In one of our articles with tips for designers we have already unveiled this aspect of creative job, and the ideas which were offered are also fair for writers, especially those, who are working within particular tasks and products rather than in free creative flow. Creative people often say that they cannot work without necessary inspiration: they are just waiting for the muse which will help them to find the best solution. Like it or hate it, but muse which doesn’t arrive on time is not the reasonable explanation of broken deadlines or inappropriate result. Therefore, if you want to have the serious name and get respected by the clients, if you set the goal to have constant flow of projects and earn more and more, find the ways to call your muse when you need it, not waiting when it wants to come. By the way, the process of research and writing drafts is one of great ways. Appetite comes with eating, muse comes with working.

 

Write drunk, edit sober. (Ernest Hemingway)

 

That is another absolute truth for writers of any kind. Certainly, drunk is not meant literally here, still any writer knows that feeling of being a bit besotted by the idea under writing. When you caught the necessary state and vibe, you often see and feel the whole piece of writing in your mind and will wish not to stop until the last line is dropped on paper or screen. That’s the stage of pure creativity and it would be a big mistake to interrupt it: don’t hesitate, get dip into the process and write until the last full stop is reached. Still never ever show the result to the public: always take time to review and edit with sober and concentrated mind. This will let you see the small mistakes, misprints, duplication, poorly structured sentences and phrases. This will enable you to provide your reader with high-quality well-structured copy, which is the highest form of respect. So, in other words, write with hot heart, but edit with cold head.

 

The first draft of everything is shit. (Ernest Hemingway)

 

One more rule by Hemingway clearly echoes the previous tip. Always take the draft as just a draft. Any piece of writing needs revision, not only in the aspect of minor errors or technical alterations, but also reviewing the text thoughtfully after the first wave of inspiration has washed away and common sense comes into play. Review allows enhancing the initial idea with analysis, enables to feel the integrity and unity of general performance, estimate the appropriateness of stylistic elements and hierarchy of the elements etc.

 

The main rule of writing is that if you do it with enough assurance and confidence, you’re allowed to do whatever you like… So write your story as it needs to be written. Write it honestly, and tell it as best you can. I’m not sure that there are any other rules. Not ones that matter. (Neil Gaiman)

 

It’s quite easy to imagine this state of things for fiction writers, who mostly choose the theme and genre by themselves, but there will be many people saying that it’s impossible for copywriters: they write what they are told to write. Still, in this sphere the impact of sincerity and creative passion hasn’t been cancelled. Certainly, a great professional master will create copy for sometimes highly diverse themes: the trick is that in most cases this amazing proficiency level will be supported with the writer’s natural diversity and curiosity as well as broad outlook. People, knowing a lot, with lively and constantly learning minds, are able to get sincerely inspired by various issues and tasks. The best bloggers and copywriters are the ones who write on topics they really believe in and have something to share about — in this case, they have that great courage to write honestly and feel what the readers need to get from them. Finding your themes and strengthening in them has a huge benefit of getting tasks and being paid for writing on topics you really feel yours.

 

design4users blog

 

Always carry a note-book. And I mean always. The short-term memory only retains information for three minutes; unless it is committed to paper you can lose an idea for ever. (Will Self)

 

Certainly, in present-day reality notebook can get transformed into a laptop, the tablet, the simple app for taking notes on the mobile phone — it doesn’t matter.  What does matter is being able to take a note any moment a fresh thought important to remember comes to mind. Sometimes it happens you come up with a brilliant solution or word combination, the brand name or great headline being far from your workplace and that is not the reason to lose it. As well as it doesn’t mean you should stop anything you’re doing if the good thought on work issues occurs to you suddenly. A small note, a couple of words taken down anywhere will really help. They will save the thought, will set the small tag to enable the writer pull it out and use at the moment when it’s convenient. Many writers know this small secret is an effective step to creative productivity.

 

Always be a poet, even in prose. (Charles Baudelaire)

 

The tip can seem a bit unrealistic for non-fiction writing. However, it definitely works. Words are the great tool transforming not only sense and information, but also voice, tone and mood. One of the big mistakes about copywriting is thinking that it doesn’t present such a wide field of expressiveness and imagery as writing fiction or big publicist works. Vise versa: in vast majority cases, copywriting requires high and intensive creative word processing as texts are mostly concise and restricted with many limitations and still they need to inform users, create necessary mood, transform information and often — persuade or touch some sensitive layers of perception. Lots of mechanisms and methods used by fiction writers and poets can be applied in copywriting: synonyms, idioms, metaphors and metonymies, alliterations and assonance, hyperbolas and litotes, anaphoras and epiphoras added thoughtfully and properly to the copy let it reveal new shades of the textual content. They can make the copy more creative, more vivid, more human-like and original. Furthermore, they enable the author to set the unique style of writing that will get recognizable, which is in particular need for those who create quite big texts for websites and blogs, advertising materials or presentations. Being a poet means adding an original creative spark to what is written.

 

copywriting tips

 

 

When you can’t create, you can work. (Henry Miller)

 

Copywriting is not only creativity. It is also analysis and learning, obtaining knowledge about object and spheres the copy is created about, researching and testing the created copy, editing and proof-reading. There is always plenty of work, even for the moments, when you do not feel yourself flying on the strong wings of inspiration. One more thing to mention: creativity gets stronger with practice. If your mood today is not creative, then set the practical tasks for yourself and make your skills better for the moment you muse comes to help you.

 

You can fix anything but a blank page. (Nora Roberts)

 

In creative work, sometimes the only thing which is needed is taking the first step. Have you ever experienced the moment at an exam or test when you see the task and feel the surge of panic: «I know nothing on that! That’s total failure! Nothing to say! No single word!» and then after a minute or two, getting calmer and colder, you bring out the best of your potential and give the good answer? Supposedly, many people went through that. And this is the part of creative routine, in particular working with copy, which can go through the variety of stages, from «I don’t know anything on this topic» to «There are tons of texts on that, how can I create something unique and original…». The secret is simple: start writing. Any result of the process will stimulate your creative force. Perhaps, you will create something horrible that will obviously need rewriting, and that will be the result also: you will know what is definitely inappropriate for this task and feel how to fix it. Just turn the key with the first line to start the ignition.

 

Writers do not merely reflect and interpret life, they inform and shape life. (E. B. White)

 

This is particularly true for copywriters. In most cases, they don’t have the luxury just to reflect the life as well as their own thoughts and feelings. Their key professional aim is to inform people, sometimes to educate and give instructions, guide and help, solve problems and persuade, to shape values and stimulate opinions. This is not the set of pathetic expressions, this is a real ground for the great responsibility a copywriter bears every day. Considering it and forming the professional approach with deep respect to the readers provides useful and thoughtful copy.

 

tubik studio free ebook design for business

 

Do not … address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client. (David Ogilvy)

 

This secret from the guru of copywriting has survived through several epochs of information and technology revolutions without any slight change. Readers still are keen to read something which they feel helpful and sincere, which appeals to them and brings a pinch or loads of actual usefulness or enjoyment.  As well as they do feel hypocrisy and purely technical approach to creating texts.

 

On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar. (David Ogilvy)

 

The principles of visual hierarchy have set strong rules for writers, journalists and editors for many decades, being transformed and revised for copy content created for digital products. It’s vital to remember: the text on a webpage or screen should be easily scannable and skimmable. And the first thing scanned by users is headlines. They need as much (if not more!) attention as the rest of copy. No wonder: in most cases headline is a crucial element of making the decision, it stimulates the reader to spent more precious minutes on further reading and creates first vibes of tone and style.

 

tubik studio home page design

 

If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. (David Ogilvy)

 

Writing for readers, know your readers. Using inappropriate style and language is able to destroy the chances of creating the text that will get target readers interested and wishing to read more. Surely, that doesn’t mean going to oversimplification and making your copy primitive aka clear for everyone. It means keeping the balance and making the text you create natural, first of all for the core target audience. So, definition and research of target readers is the important part of copywriting routine, preferably on pre-writing stage of working out a particular task.

 

If you want to be a writer, you must do two things above all others: read a lot and write a lot. (Stephen King)

 

It’s not a secret that practice makes perfect. Reading a lot, you get passive practice; writing a lot you level up you active writing skills. Both are crucially important for broadening professional horizons and setting up creative sails for every wind.

 

tubik studio reading list design

 

Use the time of a total stranger in such a way that he or she will not feel the time was wasted. (Kurt Vonnegut)

 

People, reading the copy you write, trust you the most precious of their resources: their time. Consider that,  respect their time and effort, make use of that time and do it in smart and elegant way — your readers will be grateful and happy while you will get this respect back in professional recognition.

 


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copywriting tubik studio

Copywriting in UI. Words that Make Design Go Round.

Here in Tubik Blog we have discussed a lot of diverse aspects of design, including UX wireframing, layout, color palette, typography, appropriate animation and UI visuals etc. However, there is one vital element which was not discussed in detail, being, however, a great tool of success. The tool which is as ancient as humanity is. The words.

 

Words are well known as the universal mechanism of incredible functionality. In terms of user interface of any kind, being supported with all the other visual features mentioned before in our blog, text becomes one of the key features to successful performance.

 

The essence of copy

 

Not to mess up with the terminology, it has to be mentioned that in the field of design (as well as advertising and journalism) content written in text is usually called copy whenever big or small it is. The only single word you write on the call-to-action is already a piece of copy which, even being so small, can become encouraging or, vise versa, confusing.

 

Although in terms of design we can get more concentrated on visual elements such as illustrations, icons, buttons, animations, colors and shapes, neglecting the aspect of copy while creating the interface can bring out great disappointment in final result. Words cannot be fully replaced with the graphics whatever amazing, high-quality and professional they are going to be. Therefore, copy should be thoughtfully analyzed and created in a way supporting general design concept and enhancing positive user experience via successful interaction.

 

tubikstudio library widget

 

Copy is the integral part of UI

 

Taking into account the fact that web page has rather limited while mobile application screen has highly limited amount of space that can be used for interaction elements, copy should witness elaborate and professional approach. That is actually amazing when designers are able to do all the work on the interface by themselves – obviously, that’s always great to have a unicorn on-board. However, they are not obliged to do it. Moreover, in many cases being great professionals in design they have difficulty tackling the issue of correct and appropriate copywriting for the screens.

 

This job as well as any other needs special skills and knowledge which designers need to master additionally. It has to be said that a great number of them really go this way, carefully studying the techniques and methods of creating copy that will be informative and engaging for users and at the same time will support all the visual design solutions applied for the screens or pages.

 

The other way to sort out this problem is to engage the professional copywriter in the process. Any way you go, the most important thing in this aspect is to find the way of creating copy for the interface that makes every single letter count. As copy is the integral part of UI design, we believe it should support the same philosophy as any other part of a layout: everything put on the screen or page has to be functional and purposeful. Everything should work for the user.

 

Tubik Studio UI sketches

 

Functions of copy in the interface

 

Copy belongs to perhaps the most comprehensive and multifunctional ways of interaction and engaging the user, especially when it is created on the basis of psychology and linguistic knowledge as well as deep analysis of target audience and product’s purpose. Efficient copy has a number of general functions, which can be presented altogether in one piece or in different combinations depending on the aim of the copy created. Let’s take a look at the most basic of them.

 

Copy implemented in an application or a website can and should:

— inform

— communicate

— enable interaction

— enhance navigation

— appeal to feelings

— engage emotions

— create tone and voice

 

Good piece of copy rarely covers only one of the presented positions. In vast majority of cases both designers and copywriters are keen to implement the copy which supplies several functions at the same time improving usability and speeding perception of all the content on the screen or page.

 

tubik studio web ui design

 

Copy is visual

 

One more thing that designers creating interfaces of any kind should always bear in mind is that copy is one more visual element of design. As well as the icons, fields, buttons, illustrations, toggles and the like, it literally occupies the part of the screen or web-page as any other graphic component and influences general stylistic presentation of the app or website. That means that both its informative content and visual presentation significantly affect efficiency of copy. This is the sort of mutual support of outer and inner side.

 

It’s also important to remember that success of the efficient copy directly depends on such design solutions as choice of types and fonts, background, placement of the copy. All the mentioned aspects greatly affect the level of readability, so when they are done inappropriately the copy even being highly meaningful will lose the chance to get all its potential applied.

 

So, let’s see what is the short bottom line here. Copy, which contains useful data but is poorly presented, will not work. Copy, which is visually presented in amazing way but shows the lack in meaning and purpose, will not work. Keep the balance to make everything go round properly. Make meaning and appearance support each other and both aspects will get more powerful in terms of usability.

 

good_sign_app_tubikstudio

 

Stages when copywriting is involved in design process

 

According to everything above mentioned, there are some stages of design process when professional copywriter can become a great help in the process:

— creating copy presenting user personas and use cases: done by a professional writer on the basis of information obtained from user research, these types of texts can be more efficient, concentrated and concise, which is vital especially in terms of teamwork;

— creating copy for call-to action elements;

— creating copy for intro-screens, tutorials and tooltips;

— creating instructions and notifications for screens and webpages;

— creating the copy for sets of catalogue or menu positions;

— creating engaging copy for landing pages;

— creating templates for item descriptions etc.

 

product_design_tubik studio

 

The list is not a sort of cure-all here – it’s just a recommendation on the points to consider. On the basis of our studio experience, we can say that, in particular, it is useful for design teams which are keen to optimize and improve production so that all the professionals involved in design process could get deep into the work they do best of all and not get distracted with the tasks that are not directly in their skills scope. This sort of strategy usually brings high level of performance. As for freelancers in UI/UX design, working alone, our thoughts can be helpful to consider this sort of aspect and perhaps master some new skills in supporting visual solutions with effective copy.

 

This article is just a start of discussion of the copywriting aspect in the sphere of user experience design. In future posts we will get more in details about all the general aspects mentioned today.


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