What is Microcopy in UX Design?
Microcopy in UX design refers to the small bits of texts within the interface that are directly related to the actions that users are supposed to take. Its role is to make the user experience (UX) smoother by providing clarity and transparency in moments when users might feel uncertain. Microcopy serves three essential purposes in UX design:
- Motivating Users to Take Action: “Join to get exclusive access to new products!” — these types of CTAs (Calls to Action), and interface messages encourage users to take action by highlighting the value of the action they are about to take.
- Provide Instructions That Accompany the Action: “Your ID name has to be 7 characters long” — this type of interface microcopy provides clear instructions to guide users on what to do next.
- Provide Feedback After the User Has Taken the Action: “Thanks for becoming a member. For the final step, check your inbox for a confirmation mail.” This feedback reassures users that their action was successful and informs them of what to expect next.
Every piece of text that turns a generic interface button into a compelling CTA or a confusing form into a pleasant onboarding experience falls under the purview of microcopy writing. But, are these small pieces of text really that important to the user experience? Does microcopy really matter in professional UI/UX design services? Let us answer these questions in detail.
The Role of Microcopy in the User Experience
It does not matter how great of a visual designer you are, effective communication will always rely heavily on language. Neglecting words can undermine the human connection UX designers try to build with their audience. Excessive text can overwhelm users and make the interface feel cluttered and unapproachable.
Yes, UX design trends like ‘minimalism’ have succeeded by advocating for ‘clean’ interfaces with as few words as possible. But, all of this does not change the fact that some things on your interface can only be conveyed with words. Specifically, these ‘things’ are:
404 Pages
A simple visual representation of an error may not provide enough context when users encounter 404 error pages. To let them know what has happened and what to do next, you need to share a microcopy that says, “Your page has passed on. RIP. Use these links instead.” They guide users, offer instant solutions, and reduce frustration.
Screen/Page Titles and Headings
Titles and headings are essential for establishing context and hierarchy within a page. They provide users with a quick understanding of the content that follows. Visual elements alone cannot communicate the structure or purpose of the content effectively. For example, a heading like “Account Settings” instantly informs users about their section, allowing them to navigate confidently.
Taglines
Taglines encapsulate a brand’s essence or the value proposition of a product. While visuals can evoke emotions, words are necessary to convey specific messages succinctly. For instance, a tagline like “Empowering Your FinTech Future” clearly communicates the brand’s mission and resonates with users on a cognitive level.
Hints and Explainers
Hints and explainers provide crucial context that enhances user understanding. Visual cues alone may not adequately explain complex processes or features.
Buttons
Buttons are interactive elements that require clear labeling to convey their function. A button labeled “Submit” provides a different action than one labeled “Download Now.” The specific wording informs users about what will happen when they click.
Form Fields
Form fields often require specific instructions or validation messages to guide users in providing the correct information. For example, a label like “Enter your email address” is essential for clarity. Visual cues alone may not effectively communicate the required input.
Navigation elements
Navigation elements, such as menus and links, rely on words to guide users through an interface. Clear labels like “Home,” “About Us,” and “Contact” provide users with a roadmap of the site’s structure. Visual representations without accompanying text may leave users confused about where to go next.
Success and Error Messages
Success messages or toasts confirm that an action has been completed successfully. For instance, a message saying “Your profile has been updated!” reassures users that their action was successful. Visual indicators alone may not convey the same level of clarity and satisfaction. The same goes for error messages. Clear, concise language (e.g., “Invalid ID. Please check Account Settings”) is necessary to explain what is wrong and how users can rectify the situation.
What happens when you sprinkle these small snippets of text across your digital product’s interface? Here’s what happens:
Mechanical to Personal Interactions
When you use precise and relatable language in your microcopy, it helps transform the interactions between users and the interface from plain mechanical exchanges into more personal and memorable affairs. Microcopy can evoke humor, alleviate doubts, and leave impressions that make users return and interact again.
Prevent Frustration, Increase Usability
Thoughtful and well-placed microcopy provides timely guidance and saves users from making frustrating and time-consuming mistakes. By minimizing friction, microcopy ensures that users complete the necessary actions efficiently.
Enhance Branding
Microcopy that reflects your brand’s voice will add personality and uniqueness to your UI. Unlike generic language, brand-centric microcopy will help create a more authentic UX.
Address Commitment Concerns
Microcopy can proactively address user anxieties related to committing to a brand or routine payments by providing essential information. This includes order specifications, data export options, money-back guarantees, warranty details, and uptime assurances. For example, users may be wary of how their data will be handled when they create an account on your site.
An effective piece of microcopy like “We’ll never spam you,” can instantly alleviate fears about data privacy. By anticipating and addressing these types of concerns, microcopy helps users feel more secure in their decisions.
How to Write Good Microcopy in UX Design
Language always reflects the culture from which it originates. Today, our culture is enmeshed in technology. So, the language of the interface today is more sleek, self-aware, informal, and conversational. “404 Not Found” messages have been replaced with frank instructions and emojis that represent what the user might be feeling.
Long, complex security-related instructions have been replaced with simple, straightforward, and calming messages like “Your information is locked away in your vault. Here’s how we protect it.” These types of changes are happening in most interfaces because the culture has shifted towards valuing direct, user-centric communication.
Users now expect interfaces to be approachable, transparent, relatable and reflect their everyday language. If there is one thing that has not changed about microcopy writing, it is the fact that good copy is always informed by what the user is experiencing at the moment. If the user is experiencing joy, the microcopy should anticipate this emotion and share an apt message.
If the user has hit a dead end, the microcopy should apologize and provide helpful solutions — not share technical jargon or make a joke. Here’s how professional UX designers create such empathic and contextually aware microcopy:
Answer to the Voice in Your User’s Head
“Where am I supposed to enter my private information?” “Will they spam me if I sign up for this?” “How long is the onboarding process?” These are the types of questions your users ask themselves while browsing your interface. Perform user testing to identify these questions and then answer them with concise and well-placed microcopies.
Use Direct Language
Use straightforward and action-oriented phrases like “Get free points” or “Download free coupons.” They are usually way more impactful than passive or ambiguous language.
Collaborate Between Copy and Design
Microcopy should be developed in tandem with design. By building the user journey together, designers and writers can make sure that their users are never left guessing about anything while using the product.
Consistent Tone of Voice
Consistency in microcopy across different parts of an interface builds trust and professionalism. A unified tone reinforces the brand’s personality and helps users feel more connected.
Conclusion
While creativity has its place, microcopy should always be about clarity. Always use simple, jargon-free language. If a few extra words of humor are included, it should be culturally sensitive and not detract from the main message. User’s attention spans are decreasing and microcopy should be about doing more with less.
Also, before deploying microcopy, always conduct tests with real users and gauge their actual effectiveness. Remember — there is no effective UX design without a good microcopy. So, just like with your designs, A/B test every word you use in your interface!