Website Copy design: more efficient information

Some time ago in Beijing Interactive experience Day, listened to the Sina product manager Li Yuming "More efficiency information", lamented Sina to the media and the information dissemination research profound, grasped a lot of minute single straight to arrive the Netizen heart point. He believes that the rapid development of micro-blogging and become the Internet information dissemination can not be neglected platform, its key advantage is efficiency. Therefore, Sina Weibo's design is also based on this as the center to implement and promote.

His presentation is based on the four key points of the microblogging information design (information acquisition, self-information expression, information dissemination and information communication). Alipay as a tool-oriented site, I focus on the content of information acquisition: how can we effectively convey information to users, user-friendly understanding and use of our various products Alipay? He has a few very good points, for example: To minimize the user's bounce rate, to ensure fluent reading, not much information, Make something of value easier to absorb.

Classification

Copywriting is an important means of conveying information. Graphic thinking popular modern, text information is still an important part of the site.

People in the Internet age have hated reading large paragraphs of text, and web browsing is also pretty fast. How to pin the target users to communicate effective information quickly does not create understanding barriers, is the focus of copywriting design.

The author thinks that the copy about the website can be divided into operation copy, product copy, Operation copy.

1, the operation of the copy is the product promotion and promotional activities mainly copy. This kind of copywriting needs to have the fast dissemination value and the innovation value, the concise eye-catching, seeks to be able to instantly attract the user eyeball, stimulates the click Desire.

Figure 1

2, product copy is mainly the product function introduction, use way, help information, agreement, also includes the website navigation, the page title and so on, is one of the website interface main body, pursues the rigorous, the simplification and the logic. The following image is for Google's product navigation and introduction.

Figure 2

3, the operation of the copy refers to the user operations related to the copy. Includes control labels, action prompts, error, status, operation results, and so on. The following is an error copy of Figure 3.

Figure 3

The three are not clearly distinguishable and often appear on the same page at the same time. Sometimes a copy can also carry multiple functions, such as Figure 2 on the Google product introduction to the copy, both the product copy can also be counted as operating copy.

Principle

Based on the understanding of the use of these copywriting, summed up the basic principles of copywriting design are the following:

1. Accurate. It is the basic requirement of the copywriting design to accurately request the text to be clear and unambiguous, so as to be able to convey information and exchange ideas correctly. We pay treasure set up payment method is actually let the user to bind fast payment, but the copywriting only said is "recommend the most suitable payment method". The purpose is to attract users to open fast payment, but in the text of vague concepts, users are difficult to understand.



Figure 4