How to describe your product

Have you ever given your child or relatives and friends a name, turned the Xinhua dictionary, and turned the English-Chinese dictionary?

Have you racked your brains to think of a button in the page called "Cancel" or "Give up"?

Have you ever written a letter to a girl, always want to write some affectionate and touching the heartstrings of the words, but has not finished a sentence, tore a place of stationery?

There is no comment on the design of others, and then can not help but scold * * Product designers are really a big idiot, this word is clearly not representative of * * function?

Is there one day whim, very feel, want to write a surprise on the QQ signature word of heaven and earth?

Have you ever planned a topic page, have been thinking about some sensational words, one after another always can not let oneself or others satisfaction?

Well, this man is us, designer, every time we design a product, we also need to name the product and describe the function of the product.

Product copy design is generally part of the product manager's work category, but because the division of labor is not clear, many times, the product copy design is UCD completed.

Below share some of your project's copywriting design and the thinking process at the time, without any wide applicability, just record.

Several cases

Apple: Steve Jobs has been emphasizing that Apple's product design comes from the intersection of technology and art, and that Apple products embody a humanistic emotional concern in the emphasis on good technological processes. Just like the lyrics of Zhang, "you hold the apple in one hand with the fate, in search of your own incense," I yy.

The same is true with the copy design of Apple products, the emotional semantics are very strong, in particular, the title of a large headline copy, such as the following 4S display page, which emphasizes the extension of the Product 4 product function, but also in the emotional soft excessive, from the wonderful place to continue the wonderful, artistic conception to create a drop ah, the user a look at these few words, Again for the following gray-tone small print, what also understand.

Web Design Tutorials

Micro-letter: Micro-letter is a half tool and social application products, at the beginning of the bias tool, convenient for our mobile communications, providing a new communication experience, especially to send a real-time voice. But now the micro-letter has become a big platform, increasingly biased towards social products, especially shaking.

I understand that the micro-credit products are still based on communication tools, social as the main development goal, so the micro-letter of this copy design is also very appropriate "micro-letter, more than 100 million people use mobile phone applications," the meaning of the words, everyone installed, in order to more easily communicate, not hurriedly download a.

Millet: Lei June has always stressed that Millet is born for a fever, so you can easily see that this page is very burn and professional, general amateur dick Silk can not understand, such as 28 nm, quad-core, GPU, remote control car functions are all in the embodiment of all kinds of burning.

Thunderbolt Wireless: Thunder Fast Transmission This download page simply and clearly told the user product features and features, but also embodies the Thunderbolt has been pursuing the goal of download simple and fast.

The product is a newborn child

When I say this, I want to express that a designer must love the product he designs, even if it is a rubbish. As a child, parents treat US unconditionally. Sometimes, for a variety of reasons, such as version, development difficulty, project planning, leadership of the feel, and so on, the final product will appear all kinds of problems, for a newborn product, we have to protect him and inclusive of him, to timely find the various problems of products, trying to improve the design of the product through other methods.

If you do not like your products, how can you give him a good name, help him dress up a little handsome, help him step by step growth. So, the designer of Love just born product is a good designer.

Understand the user

When designing a copy of a product, make it clear who the user of the product is, their age, preferences, education and culture, and even what kind of tone they like, their understanding of what kind of reading, like the fans of millet, copy to fill all kinds of avantgarde technology and concept of words, they chase the limit, Super favorite technology, a variety of technical keywords on the design of the copy is very important.

Be a cultural worker

As a science-born designer, and always have the silk invincible, speaking of culture, I feel pressure Alexander. Intellectuals should be aware of sex, good at using words when weapons, the same products different names or descriptions, for users, cognitive experience is not the same, or even directly affect the entire product positioning, such as the vast number of young men and women of the well-known watercress, it provides books, movies, music recordings of the recommendations, reviews and price comparisons, As well as the unique cultural life of the city, if the watercress into a film critic life, Reading notes, city life and so on, I can hardly imagine it in the eyes of the youth and the fresh image.

There is a culture of an example, remember school, our school next to a few barbecue stalls, every time I only go to one of the shops to eat barbecue, especially when the girl to eat barbecue, must go to his home; The reason is very simple, the boss is a cultural man, pay attention to! For example, the next house barbecue two chicken wings, "a pair of chicken wings," his home called " Wing ", there are any green peppers Tuyan ah, the seasons Bloom ah, everyone sweet ah ... And you each point, the boss also pulled a big voice yell two "wing", his family business has been very hot. Therefore, the name description of the product is very important.

Emotional outpouring

Dull concrete, noisy road vehicles pedestrians, crowded city traffic, nine-to-five law and so flooded the city's life, emotional design is we have been chasing from. In addition to the function of the product to reflect the humanistic emotional care, the product copy design also need to reveal feelings, the product copy to be able to and the user's aesthetic feelings, memories, expectations resonate, so that users are excited to be reluctant to resist. For example, I said above to take a girl to eat barbecue, to eat a "wing", that is not possible to eat out of a four years of good university life.

Summarize

According to their own understanding, a simple summary of the design of the product copy some points of attention (without any extensive):

1, text to be able to describe the product's core functions or typical use scenarios;

2, the text should be concise and readable, for the button or function definition of the best control in 2-4 Chinese characters; For product scenario Description Title Text control in 6-20 Chinese characters;

3, the text design should consider the understanding of target users, understand the target user's cognitive behavior habits and cultural characteristics;

4, the character design should have the characteristic of emotion;

5, the text design should have the reading level, the gradual type design guides the user cognition product, takes the title text as the core, the content interprets the text as the foundation;

6, the text design should have continuity and unity;

7, pay attention to the use of punctuation;

8, pay attention to the tone, sometimes the direct must be straightforward, cautious with doubt.

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