“There is an equal danger that we think brand equals color/type/logo, but this avoids the world that brands are now thriving in. More established tech brands deliver their personality through their service, their content, their voice, the way they sound and behave. They can afford to make their personality more present and alive than a startup with one app or one site can ever be–viewed like this, the friendly corporate typefaces of the world aren’t much of an issue.” –Andy Harvey, creative director at Moving Brands
Build a voice and tone guide and content style guide that doesn’t make non-writers want to poke out their eyeballs. Make it easy to access and update. Teach people to look up the answer themselves instead of relying on you.
I also learned that web copy and interface copy are completely different beasts. No longer do I have the luxury of entire pages, paragraphs, or sentences. Most of the time you have to help people complete a task with just a few words. So brush up on those technical writing skills, folks. Prepare to kill all of your darlings; there’s no room for excess here.