Talk about product copy optimization design

In practical work, often hear a word is "we want to improve the quality of design." Then "improve the quality of design," how to embody the concrete? The quality of the design comes from the hashed and optimization of the design details, and the appropriate copywriting design is important in shaping and improving the quality of the product design. In the early days of the new product launch, the design focused on the requirements and the effective implementation of the function point, copywriting seems not so important and urgent things.

Of course, to do the English website exception, how to finally have to change the English fluent some, rhetorical grammar with the word authentic, can let the foreigner to see understand it, so the English copy designer has its necessity and existence value. What about Chinese? We have learned so many years of Chinese, immersed in the Chinese environment, in the face of a few lines of products on the line is still uncertain? I think no designer will be convinced from the heart that the copy designer's understanding and application of Chinese must have more professional advantages, so for this embarrassing situation, How can we clearly recognize the importance of copy design and optimize the product copy in the actual work?

Adaptation of a more popular word is: Everyone is a copy designer. This should be a point that every designer can think about, of course, the actual work of the product copy optimization of the implementation of the process and the Division of labor, but the copy design is the product design of the "basic", but also the product iterative design is an essential link.

A. The style of the product copy

When it comes to copywriting, we naturally associate the writing of a child with a literary style. So the copy of the product is the same. This is easy to understand. The product copy style is basically determined by the characteristics of the product itself. Like a person's character, lively impetuous woman, calm and sophisticated people use the word rigorous. This applies to products as well. Preference for fun and entertainment products style will be relaxed and humorous, and biased tool-type products to the goal of concise and efficient. Of course, the product copy style can also be subdivided, but roughly can be grouped into two types: Giggle class and Tool class.

For example: Baidu as a tool for the product home page language is very concise and clear, "Baidu" is not only clear the action of the search, at the same time in the expression of more localized. "Baidu" to enhance the user's understanding of Baidu brand, and even become the usual mantra of life, this is the charm of simplicity.

B. Specific application of Internet product Copywriting

In the work of the Internet more contact with the following three kinds of copy of the application scene: Operating type copy, product design copy, product error code copy. The latter two are more close, are in the product design contact more, and operation promotion of the copy in some promotional activities and products after the promotion of the application more frequent. The former has more emotional color, there is advertising and promotional means, and then both for product design services, the use of words to pursue precision, to clarify the problem, the goal is to solve the user in the product use of problems, to form a good experience.

1. Product Operation category

This is a domestic e-commerce site, a promotional banner. The main title is: the Temptation to go home. Just used to hit the previous period of the same name TV series, expand visibility. Subtitle is "Easy to liberate her hands, bring the most intimate care." The subtitle is used to annotate the specific intent and content of the activity as a complement to the main title. In the wording of the operation type copywriting it is important to avoid the "most", such as the "best", "the Greatest", "the most exhilarating" word, and that is to avoid misleading statements such as "the Great". If the expression of the same meaning, you can use the comparative level, "better", "more" class. This involves advertising law, it is not detailed.

2. Product Design Copy

This refers to the product design copy contains the user to use the product throughout the process of the page prompts copy (except the error, will be in the wrong code text details.) )

In the payment process, the user may encounter various problems, so the site added a variety of help and tips information to facilitate users in the face of problems when the timely answer. It is a good thing to remind the user intimately but still need a designer to figure out how long the paragraph words in the user can be clearly understood, the average page stay how much longer, if beyond a certain length, whether the user will directly in the brain of these too complex information to screen out, but caused by cognitive decline. The basic principle of page prompt is to give immediate help and confidence in the difficult link of user's operation, lead or lag is difficult to bring good hint effect.

There is also an example: when registering, the user may fill in the real name of their own doubts, this time will be timely and intimate to inform users why they need to fill out their real name, fill in the future benefits. The original site copy is so processed: "Please fill in your real name, convenient after the customer service and you check identity." "In this way, the user's worry is gone, the registration link is more fluent."

In the product copy design should pay attention to: whether it can be concise to explain the current problems and give users the next operation of confidence.

3. Product Error code copy

An error is usually a headache, but Google's engineers have always had a sense of humour, and they often embed jokes on product errors, such as "Pray for Gmail!"

Probably in 2005, if you encounter a system failure when you visit Gmail, you will see the error as shown above: Server Error! Gmail is temporarily unavailable, cross your hands and pray! Try again in a few minutes. We apologize for any inconvenience caused.

There is also an example of an error:

When editing your own YouTube video, you may encounter errors when YouTube advises you: Something unexpected has happened, please hit your keyboard with your head. When finished, please get up and run around, wave your arms, and scream loudly. Well, I don't know why I'm doing this. But does this count as a way to ease the anxiety of a user because of a mistake?

Therefore, in the error link can be appropriate very small amount of use of humorous wording to ease the user because of the failure of the anxiety caused by the operation.

A moderate sense of humour means that humorous statements do not always appear in the entire experience flow of the product, full of each link, but will be in some sense of frustration when the user brought a trace of stunning. Mistakes no longer seem so terrible, accompanied by a smile and the courage to continue to try.

4. Summary

Product design to fine direction of development today, the designer is not only satisfied with a product "born" out, but will pay more and more attention to how through the subsequent iterative optimization of the product "raise" good! Then the product "raise" good from the copy optimization design, from each word, Each of the punctuation details to enhance the real product design quality.

Article Source: Baidu MUX Reprint please indicate the source link.