How to Master Microcopy

Default avatar.
September 06, 2017
How to Master Microcopy.
Microcopy  is the little bits of text that guide users through an experience. In apps and websites, microcopy includes things like button labels, hint text, and error messages. Often an afterthought that gets quickly added at the end of the development process, microcopy actually provides a really simple way to assist users as they interact with your product. Microcopy is small yet powerful copy. Don’t judge it on its size, judge it on its effectiveness. In this article, we’ll see how microcopy can be used in all sorts of functional and delightful ways.

Microcopy is design

Design is about words. Words still form the backbone of communication on the web and in the apps, and microcopy should be a vital element of the design process from the very start. When done right, effective microcopy increases conversions, improves the rate of task completion and delights users.

Alleviate the concerns of your users

Microcopy is extremely contextual. That’s why it’s so valuable. It answers a very specific question people have and speaks to their concerns right on the spot. You should anticipate user’s questions. User testing is a great way to find out what kind of questions users are asking. For example, when users are about to sign up to Tumblr, they’re asked to choose a name for their blog. This seems like a big deal, because you’re going to define not just the username, but the URL at which you’ll be found by others. In order to reduce the stress of making a big decision that could affect the future of your blog, Tumblr reminds users that “You can change it any time”. Problem solved. No more worries about choosing the wrong sub-domain name. 1 Microcopy can be fundamental in reassuring your users at the point of subscribing or sharing details. When people add their emails or connect their Twitter accounts, say “we hate spam as much as you do.” Whilst ‘not to spam/auto-tweet’ might be taken for granted by good marketers when asking for email address/access to the social network account connections, the user is less than sure. 2Microcopy from Timely covers all the potential user concerns in one tight little sentence. We all know how frustrating it can be when you lose content while you’re in the middle of something. Autosave will help make sure that never happens. And microcopy should be used to reassure them that their data is safe. 3Google Drive keeps you informed that your hard work is okay. Users don’t like to give out personal information, especially if they feel it’s unnecessary. Explain to the user why you need their information, or outlining how you use (and protect) their data. For example, Facebook addresses all users concerns, head-on, in its signup box. Their form explains the service is free (forever), and if you’re nervous about giving your date of birth it deals with that too. 4

Use friendly and helpful copy in a moment of failure

How errors are communicated can have a huge impact on the way someone experiences your website or app. If you aren’t explicit about the error, your users are going to have a hard time figuring out how to fix it. Often overlooked, an ill-constructed error message can fill users with frustration. A well-crafted error message, on the other hand, can turn a moment of frustration into a moment of delight. 5bA short sprinkling of humour is often a great way to diffuse the frustration of an error.

Brings delight

Injecting delightful details into your designs is a great way to break the barriers that exist between man and machine. Users like to interact with other people. If your product sounds human, it’s easier for people to trust you. Yelp shows the humans behind the brand and encourages people to open up and leave an honest review. 6 Microcopy can provide a nice opportunity to convey personality to your designs. Good microcopy can turn a routine task into something memorable. Each time you visit Flickr, the site welcomes you in a different language, which adds a quirky, playful touch. 7OkCupid compliments your city when creating a new account: “Ahh, Paris.”

The secret to writing amazing microcopy

Writing microcopy takes more than good writing skills. Just because microcopy is small, doesn’t mean it’s easy to implement. There are multiple factors that play a role in designing great microcopy. Here are a few tips to make a little bit of text pay off in a big way.

Avoid technical jargon

Every company has its own language, which often sneaks onto the website and in the app. Don’t let it happen. What works for you not necessary will work for your user. You need to convey technical information in simple terms.

Use your user’s dictionary

Use natural language and talk to your user like a person. Don’t write the vocabulary from the top of your head. Instead, get to know the user: research and reuse the existing language of your audience.

Keep it short and helpful

Users don’t want to read long instructions on how to complete a single task. When implementing microcopy use simple unambiguous language and short sentences. It’s supposed to be micro-, not macrocopy.

Be careful with jokes

It’s not always appropriate to use humour in your microcopy. First, not everyone shares your sense of humor. What might sound good on the paper, but in fact can be regarded as uncaring or rude. 7bIs it really funny or just rude? Second, it really depends on the context. For instance, a user losing a significant amount of work—then saying “Oops! We can’t seem to save your data” is entirely inappropriate.

Pair microcopy with a picture

Whether it’s a photo, illustration, or a simple picture can sometimes be the perfect pairing for your microcopy. They work together to create a feeling of delight that’s more magical than words or pictures alone. As Dr. Seuss once said:
Words and pictures are yin and yang. Married, they produce a progeny more interesting than either parent.
9When you’re about to send out a campaign using Mailchimp, the accompanying animation shows how stressful it is.

Nick Babich

Fireart Studio is a design studio passionate about creating beautiful design for startups & leading brands. We pay special attention to nuances all the time to create professional while cool products that will not only meet all expectations, but exceed them.

Read Next

10+ Best Resources & Tools for Web Designers (2024 update)

Is searching for the best web design tools to suit your needs akin to having a recurring bad dream? Does each…

3 Essential Design Trends, April 2024

Ready to jump into some amazing new design ideas for Spring? Our roundup has everything from UX to color trends…

How to Plan Your First Successful Website

Planning a new website can be exciting and — if you’re anything like me — a little daunting. Whether you’re an…

15 Best New Fonts, March 2024

Welcome to March’s edition of our roundup of the best new fonts for designers. This month’s compilation includes…

LimeWire Developer APIs Herald a New Era of AI Integration

Generative AI is a fascinating technology. Far from the design killer some people feared, it is an empowering and…

20 Best New Websites, March 2024

Welcome to our pick of sites for March. This month’s collection tends towards the simple and clean, which goes to show…

Exciting New Tools for Designers, March 2024

The fast-paced world of design never stops turning, and staying ahead of the curve is essential for creatives. As…

Web Tech Trends to Watch in 2024 and Beyond

It hardly seems possible given the radical transformations we’ve seen over the last few decades, but the web design…

6 Best AI Productivity Apps in 2024

There’s no escaping it: if you want to be successful, you need to be productive. The more you work, the more you…

3 Essential Design Trends, February 2024

From atypical typefaces to neutral colors to unusual user patterns, there are plenty of new website design trends to…

Surviving the Leap from College to Real-World Design

So, you’ve finished college and are ready to showcase your design skills to the world. This is a pivotal moment that…

20 Mind-Bending Illusions That Will Make You Question Reality

Mind-bending videos. Divisive Images. Eye-straining visuals. This list of optical illusions has it all. Join us as we…