5 tips for clear UX writing

To new UX designers and those who have been practicing a while, coming up with the right words for a button label or describing an error state can feel intimidating or ambiguous. UX writing is the practice of crafting copy within a user interface to help guide users within a product.

These 5 tips will help you write clear copy, along with examples from popular sites and design systems made public.

1. Clarity

Start with the action. Let the user know what the button will do.

Buttons that are commonly used in e-commerce for example include an “Add to cart” or “Buy now”. These are very straightforward and short while giving users the context they need to know what will happen if they click the button.

Examples of CTAs from Google Store (“Buy”) and Amazon (“Add to Cart”, “Buy Now”)

2. Brevity

User research shows that people typically don’t read; they scan. Help users quickly understand the main takeaway before proceeding by shortening what you write, then shortening it again. Clarity and brevity go hand-in-hand, so as you shorten, make sure the key message isn’t lost.

Example from Shopify’s Polaris Design System: Actionable, clear confirmation messages.

3. Consistency

Are your headers sentence case or title case? What about buttons? Just like branding and navigation, you’ll want to keep this pattern consistent. It builds trust and makes writing copy more efficient.

An excerpt from 18F’s content guide on Headings.

4. Approachability

Write for a 6th grader. This makes it more accessible for non-native speakers and helps you simplify your words. You can try Hemingway Editor or Grammarly to help you find areas to refine in your drafted copy.

An excerpt from Material Design: “Write for all reading levels” is one of Google’s writing principles and supports accessibility by anyone, anywhere, regardless of their culture or language.

5. Voice and tone

Be mindful of what situation you’re writing for. Consider whether the user is stressed or trying to get something done, or if they’re experiencing your product for the first time. Don’t try to be funny in an error message. Do be supportive or celebratory when a user sets up their first ride or finishes their profile.

Also, you’ll want to hone in on the general tone of your brand. Is it casual or formal? This also ties back into consistency. All copy should sound like it’s coming from one voice.

An excerpt from Mailchimp’s Content Style Guide on the brand’s voice

Conclusion

So, there you have it! Mastering these five tips will help you on your way to delivering clear UX writing.