This document discusses strategies for writing effective microcopy in user experiences (UX). It begins with an introduction of the author and their experience in brand strategy, copywriting, and digital storytelling. The bulk of the document then focuses on principles for writing microcopy, including clarity, context, consistency, and charm. It provides examples of both effective and ineffective microcopy based on these principles. It also discusses the importance of understanding brand voice and having a process for developing microcopy that involves UX designers, developers, and writers.
2. About Me
A brand strategist, copywriter, and digital
storyteller for more than 13 years,
Tracey John has worked with brands across
television, video games, e-commerce, and
healthcare. She is currently a consultant and
contractor working with several clients on
digital branding and copywriting.
A Few Brands I’ve Worked With…
My LinkedIn Profile
12. “Microcopy is the text we don’t talk about
very often. It’s the label on a form field, a tiny
piece of instructional text, or the words on a
button. It’s the little text that can make or
break your user experience.”
— Smashing Magazine
57. CONSISTENCY
Is the copy consistent and logical throughout
the user flow and other platforms?
58. While the copy should still be tailored to each
platform, it should also be consistent with the
brand voice and speak to the users.
(We’ll talk more about brand voice in a bit.)
77. “Brand voice is the purposeful, consistent
expression of a brand through words and
prose styles that engage and motivate. It’s
true: The personality of your brand is
determined, in large measure, by the words
you use and the sentences you write.”
— Larsen
78. The goal of UX design is to create products that are
useful, useable, and desirable… and when
possible… delightful.
79. Clarity, Context, and Consistency can make your products
useful, useable, and desirable.
Charm (brand voice) can make your products delightful
and stand out among your competitors.