[Foreign Design Issue 163]

Don’t let words ruin your design.

Ux designers must understand the power of copywriting.

You don’t need to be a copywriter, and you definitely don’t need to be a novelist (if you want to be, of course). But you need to have a clear understanding of the language and understand the real meaning of the text you are using.

It’s incredible how the language used in products and experiences can completely change how users feel and use them. In fact, knowing the meaning of certain words (when to use them and when to avoid them) can make your work and creativity more effective.

Don’t believe it? That’s ok, I have my doubts too — let’s take a look.

The difference between “can” and “can”

This is a good example, because they’re very close.

Imagine back in school, you were in a math class and you had to go to the bathroom.

You raise your hand and the conversation goes something like this…

You: “Excuse me, Sir, can I go to the bathroom?” Teacher: “I don’t know… Can I, don’t you think?”

I was speechless (and very nervous) every time.

Many people don’t realize that when you ask someone if they can do something, you’re not just asking for advice.

You’re actually asking about possibility.

You’re asking if you have the ability to do something… Whether they are capable of doing something… Is something likely to happen, and what if it does?

“Can” makes the question vague, adds context variables, and distracts you (or the user) from the goal.

Now, replace “yes” with “yes” in the above example.

Yes (logically speaking) there are only two outcomes — yes and no.

The next time you ask a question or ask permission, use “yes” and watch what happens to the other person’s answer. It’s much easier to get a yes or no answer. In fact, as long as your request is not ridiculous, the balance will always tip in favor of a yes.

As user experience designers, we all know the importance of avoiding design ambiguity. The clearer it is, the better the experience and the more satisfied the user. Small changes in writing make everything clear.

Why is that?

Many users use their left hemisphere 90 percent of the time using apps, products and websites.

The left side of the brain is responsible for language and logic. It processes information in a rational way. It takes in words and meanings word by word. This means that users react directly to the information in front of them, depending on how the brain interprets it.

Better verbal expression allows the left hemisphere to accurately understand, see and respond logically. Heuristics (cognitive biases) also play a role here, but we’ll get to that later.

Let’s take a look at other bad phrasing that should be avoided as much as possible in your design.

The paradox of trying

Try this… Try that… Maybe you could try…

The problem with trying is that there is no such thing as trying. You either did something or you didn’t. Trying creates an unstable state, with no logic and no results.

Think about it. You’re in the kitchen, and your best friend says to you…

Best friend: “Hey, [your name]! Try lifting this chair.”

There are only two things that happen when you go to pick up a chair:

  • You pick up the chair
  • You didn’t pick up the chair

When you go to a chair and move it, and it lifts, you lift the chair.

When you go to a chair and move it, you try to lift it up, but you don’t, you don’t lift the chair. There’s no state in between.

Trying produces a bad state of cognitive dissonance that should be avoided in the experience. This word is used in everyday life, but be sure to keep users away from it.

“Just” can only be used to describe a knight

The word ‘Just’ is most commonly used to mean ‘Just’, ‘Just’, or ‘almost’.

Over the years, the word ‘Just’ has gradually entered our daily lives.

If there is anything Just, it must be very right and noble and solemn.

Unfortunately, it is rarely used in this sense. Instead, the word today mainly means almost achieved or accomplished. Literally, ironically, it doesn’t give us (or the user) any information.

Just didn’t give any meaningful feedback.

It’s infuriating to hear the word ‘Just’ because it fundamentally bypasses the problem and hinders progress. If something (or someone) fails to achieve its goal, there must be a reason for it.

The use of the word “Just” obscures the truth. You use Just if you are too lazy to think (state why), or if you don’t have a proper way to say what you think.

Let’s say the user is playing a game and is 17 points away from the top of the leaderboard. Instead of saying that…

“You almost won first place, keep up the good work!”

Let me put it this way…

“You are so close to being number one, you have to react faster next time.”

This way users have actionable feedback, they know what to do to improve, and they have goals. So you save them the energy to wonder why they failed.

Only say “sorry” when you need to

There’s nothing wrong with saying you’re sorry.

In fact, it takes strong leadership to admit mistakes and have a plan to fix them.

Unfortunately, many apps, websites, and product experiences abuse “sorry” on every 404 page, error status, and minuscule detail.

Frankly, the more you say sorry, the less it means. The more you apologize to your users, the more they think you don’t care.

Sorry is not an executable action, it has no purpose, and it solves nothing. Most of the time, apologizing is the easiest way, and by saying we’re sorry, we feel like we’ve “solved all our problems.”

If something is wrong with your product or product experience, find out why and decide if you need to apologize.

A lot of times, carefully planned actions can make all the difference. Clearly guide users through a series of actions that allow them to solve problems that you (or they) have created.

If your product experience needs to say sorry everywhere, every error state, every little problem, then the experience is not good enough and needs more time and effort to improve.

“Very” is not enough

This one is more taboo than the previous ones, but it has its value.

Very means much or sufficient. Whether it’s cake, happiness or zebra, it can be used.

  • The cake was delicious.
  • I’m very happy today.
  • This zebra often has soft skin.

All “very” tells us there could be more. This cake could be more delicious, I could be happier, this zebra is softer than I thought.

Every time you feel tempted to use the word “very,” ask yourself, is there a better alternative? 99% of the time there is.

  • This cake has a delicate texture.
  • I’m on cloud nine today.
  • The zebra’s skin is like velvet.

All of a sudden, your presentation has power and graphics and a unique expressiveness.

Remember, it’s all about clarity and the feel of the product.

Using words that are more powerful and expressive (contextually appropriate) can optimize the message and experience, and facilitate user action.

What the hell is “stuff”?

Good question.

Things… It’s nothing.

We’re going to play a little game where I’m going to make a list of nouns and you’re going to make a mental picture of it:

  • The cat
  • The dog
  • donuts
  • water
  • lemon
  • shoes
  • things

I guess you can picture everything except things in a matter of seconds.

If you really tried to picture “things”, it would be a mess, and everyone’s imagination would be completely different.

Conversely, the rest of the list is likely to have similar images.

“Stuff” doesn’t immediately evoke (visually or otherwise), and it’s the vaguest word currently mentioned.

It takes too much effort for the word “thing” to make sense in its context. So it’s not worth using. Instead, be clear and concise about what it is.

Wording matters

Clarity is the truth in UX design.

The most important thing in a user’s daily life is clarity, which exponentially simplifies product experiences and operations.

I still have a long way to go before I can eliminate all the bad words from my vocabulary, but with training I can get there one day.

This article concludes with the fact that wording is important in ux design. Use clear, concise and powerful words to convey information.

It completely changes the product experience and mindset.

If you like this article, feel free to contact me.

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Original link: uxplanet.org/weak-words-…

Author Information: Cassius Kiani Partner at Mikleo.