When a web designer writes a UI copy, the closer the copy style is to the overall language style of the website or APP, the more integrated it will be, making it easier for users to read and use.

When writing, you can refer to the copywriting style of the current website or APP, try to erase your personal writing habits and unify with the overall style. It should be noted that once the writing style is determined, it will continue unless there are special circumstances or subversive changes.

Principle 2 Direct

Copywriting should be direct and straightforward, and try to reduce the burden of users' understanding. Indirect, ambiguous statements, uncommon and too "elegant" words should be avoided as far as possible, because copywriting is only a communication tool, and only the most effective transmission of information is its task. Complex rhetoric and sentence patterns, as well as the profound implication of "only knowing", are redundant.

Simply put, it is vernacular, telling a straightforward story with common words in daily life.

Adjectives, "positive expression" is more direct than "negative negation", for example, "captcha error" is better than "captcha incorrect".

Principle three

The choice of people reflects how web designers treat users. Generally speaking, web designers regard users as a virtual third party and often describe them as "users" and "them". But the UI interface is a direct dialogue with users through the interface, and it is a face-to-face communication with a real human being. In real life, people in front of you will be called "you" and "you", so users should also be called "you" and "you" in the interface, instead of using the third person "user" and "them".

The use of the second person reflects the closeness to the user, personifies the UI, immerses the user in the situation of simulating the real conversation, and is more conducive to guiding and encouraging the user to operate.

For example, "When you invest successfully, we will send a short message prompt" is better than "When the user invests successfully, the securities network will send a short message prompt".

Principle 4 Active Voice

Since the UI interface is always user-centered, the UI copywriting is always user-centered. Compared with passive dynamics with object as the main body, subjective dynamics with user as the main body is directly related to users, which can mobilize their emotions and make users accept information directly and without burden.

For example, "You have modified this setting" (the main dynamic with the user as the subject) is better than "You have modified this setting" (the passive dynamic with the object as the subject).

Principle five verbs

In order to urge users to operate, transitive verbs are used more than intransitive verbs and nouns. Transitive verbs, in short, are verbs that must follow an object, such as "unlock" and "lock". The verb "lock" must appear at the same time as the object "lock" to ensure the integrity of the meaning. The "solution" here is a transitive verb.

Transitive verbs can be viewed from the actor's (user's) point of view, and the "verb-object" structure allows users to directly replace themselves as subjects, thus prompting users to operate. When we want users to do something, we can use transitive verbs consciously.

For example, when "modify" is the key:

"Please modify the verification code" (transitive verb) is better than "Please modify the verification code" (intransitive verb) and even better than "Please modify the verification code" (noun).

Principle 6: positive.

Using positive words can prompt users to do operations that bring him benefits, and emotionally users are more willing to obey positive instructions.

For example, "Please do the following for the smooth investment" is better than "Please do the following for the prevention of investment failure".

There are exceptions:

When it plays the role of reporting errors, reminding or warning, negative words can point out the key points more directly, for example, "captcha error" is better than "captcha incorrect".

Principle 7: Choose words

Sometimes I encounter the question: which word should I use for two words with the same meaning? Faced with this problem of choosing words, the first principle is: unity.

If the vocabulary appears frequently, you can use the used words directly, which can ensure the overall unity and prevent the deviation of words; If it is a new word, it should be unified with the overall word style.

Use mainstream vocabulary and industry terminology to unify.

Each field has its own vocabulary. On the basis of considering users' understanding, the adoption of mainstream vocabulary and terminology can ensure the accuracy of words.

Unify with the target user's language

Using user language is to write UI copy in the language commonly used by users on the basis of understanding users, so that users can understand it quickly. Knowing more about the age, occupation, preference and other characteristics of the target users is helpful for us to understand the user's language.

Principle 8 "Purpose first" rule

When we want users to do an operation, and it will take them some time, and it is likely that they are unwilling to do it, first explain the purpose and importance of the operation, which can make users more willing to do it. This is the rule of "jumping to conclusions first".

For example, "In order to make your account more secure, please set the gesture password", if the purpose is not mentioned here, directly indicate "Please set the gesture password", users will be suspicious when they don't understand this new function, the intention of this operation, and even distrust it, and finally ignore this instruction. "Say the purpose first" can directly explain the importance and make users accept it gladly.

Of course, the "purpose" here should be from the user's point of view, which will make the user feel that this operation is meaningful to him, not from the self-interest of the system and the web page designer, otherwise the user will not carry it out (even if the real purpose is from the system's point of view, it can be translated as "for the user").

Principle 9 "Problem-solving" rule

There is a knack for writing suggestive copywriting. After pointing out the problem, directly write out the judgment and operation that the user needs to do. This is the "problem-solution" rule:

"Explain the problem (cause/cause)-give a solution (ask the user to do something)"

For example: the verification code is wrong, please re-enter.

Principle 10 "problem-result-scheme" rule

This rule is often used when we need users to choose between Scheme A and Scheme B, and we want users to choose Scheme B (because A has serious consequences C). Generally, I write a question, that is, if scheme A is adopted, there will be a consequence C, then I suggest scheme B, and finally the question is left to the user to choose.

For example, when Scheme A-Quit Editing, the consequence is C-Unable to save the entered information, and Scheme B-Save First, which is copied as follows:

If you quit editing, you cannot save the information you entered. I suggest you save it first. Are you sure you want to quit now?

Principle 1 1 "simple" principle

In the case of the same meaning, give priority to the simplest and least words; Delete words that have nothing to do with users and are useless to users; Complete and accurate, every word should be meaningful. This is the "minimum" principle.

In fact, it is very difficult to be "the simplest" all the time. Generally speaking, writing is "addition". The information you want to express keeps accumulating, and finally the sentences are sorted out to make them smooth and then presented to users.

But from the user's point of view, do you really need all the information? After careful consideration, can you omit some words that don't need to be understood by users, but don't affect the operation at all? Can you break the text into several paragraphs and change the order of the text, or put the text that users only need in the most suitable place according to the development of the process?

Just throwing what you want to express to the user is not a good UI copy, nor does it conform to the user experience. How to do "subtraction" to achieve "simplest" needs to be analyzed according to different situations.

But for beginners, it is a good start to delete the number of words or replace them with more concise sentences on the basis of keeping the semantics unchanged.

Principle 12 sometimes needs euphemism.

Copywriting is sometimes not for a certain purpose or function, but to hide unexplained reasons and problems, or just to appease users' emotions. At this time, the copy can't be so blunt and direct. Explain, imply or guide users to understand from the angle we want with euphemistic or ambiguous words.

For example, "payment takes some time, please wait" is better than "payment failed";

"Sorry, there are some problems, please refresh later and try again" is better than "system error".

Principle 13 restricted area

There are some copywriting problems that will seriously affect users' understanding and cause obstacles, and must not appear. For example:

English or other foreign languages have a great burden on users' understanding. Generally, foreign languages are not used in Chinese user interfaces unless necessary. If it is used, it is necessary to consider whether to mark the Chinese description;

In our jargon, users should not see internal terms such as "banner" and "back-end development". If it is really necessary to mention it, you should use words that other users can understand instead;

–tentative words in the design draft, such as "X days later" and "PM confirmation is required", which is of course extremely impossible.

In short, the task of writing a webpage design copy is to quickly convey the information to users, minimize the burden of users' understanding, and let users complete the operation without obstacles and happily. Therefore, any blunt, vague, tedious and ambiguous words and sentences should be abandoned. Only conciseness, directness and clarity are the UI copywriting that users want to see most. Users don't need to think and do it right away, and the copy has completed its mission.