Copy As Interface | Erika Hall | Web 2.0 Expo

Slide 1: Copy as Interface Erika Hall, Mule Design Studio, San Francisco Web 2.0 Expo, April 23, 2008

Slide 2: Copy as Interface Web 2.0 Expo, April 23, 2008

Slide 3: Copy as Interface Web 2.0 Expo, April 23, 2008 Word Of The Day: caveat

Slide 4: Copy as Interface Web 2.0 Expo, April 23, 2008 Whither the future of interface?

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Slide 6: Copy as Interface Web 2.0 Expo, April 23, 2008 Voguing with information? Minority Report (2002)

Slide 7: Copy as Interface Web 2.0 Expo, April 23, 2008 We’re getting there

Slide 8: Copy as Interface Web 2.0 Expo, April 23, 2008 Then there is this thing. iPhone (2007)

Slide 9: Copy as Interface Web 2.0 Expo, April 23, 2008 People will want to access your application in new ways. Nabaztag (2007)

Slide 10: Copy as Interface Web 2.0 Expo, April 23, 2008 What does this mean for applications?

Slide 11: Copy as Interface Web 2.0 Expo, April 23, 2008 “ People rarely read Web pages word by word; instead, they scan the page.” —Jakob Nielsen, 1997

Slide 12: Copy as Interface Web 2.0 Expo, April 23, 2008 “People don’t read on the Web.”

Slide 13: Copy as Interface Web 2.0 Expo, April 23, 2008 Idiocracy (2006)

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Slide 20: Copy as Interface Web 2.0 Expo, April 23, 2008 ggestions.jpg Photo: Steve Garfield

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Slide 24: Copy as Interface Web 2.0 Expo, April 23, 2008 It’s good to know when to cede control.

Slide 25: Copy as Interface Web 2.0 Expo, April 23, 2008 What is Web 2.0 Writing?

Slide 26: Copy as Interface Web 2.0 Expo, April 23, 2008 We aren’t writing, we are speaking in text.

Slide 27: Copy as Interface Web 2.0 Expo, April 23, 2008 “ Orality knits persons together into community.” —Walter Ong, 1982

Slide 28: Copy as Interface Web 2.0 Expo, April 23, 2008 Secondary Oral Culture Literacy Orality

Slide 29: Copy as Interface Web 2.0 Expo, April 23, 2008 “MY DEAR AND HONORED FRIEND: I “Tell me, O muse, have often been desirous of that ingenious of writing to thee, but could not be reconciled to hero who travelled far and wide the thought that the letter might fall into the hands “O Hai after he had of the British, lest some Sign up now.” sacked the famous printer or busy-body town of Troy.” should publish some part of the contents, and give our friend pain, and myself censure.

Slide 30: Copy as Interface Web 2.0 Expo, April 23, 2008 Web 2.0 language is simple, conversational, specific, and direct.

Slide 31: Copy as Interface Web 2.0 Expo, April 23, 2008 How do users benefit? photo by Marxpix

Slide 32: Copy as Interface Web 2.0 Expo, April 23, 2008 How will YOU benefit? photo by Wirehead

Slide 33: Copy as Interface Web 2.0 Expo, April 23, 2008 How copy functions in the interface: • salutation • orientation & navigation • action • (situations requiring) service

Slide 34: Copy as Interface Web 2.0 Expo, April 23, 2008 Salutation!

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Slide 37: Copy as Interface Web 2.0 Expo, April 23, 2008 clearforest.com

Slide 38: Copy as Interface Web 2.0 Expo, April 23, 2008 clearforest.com

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Slide 41: Copy as Interface Web 2.0 Expo, April 23, 2008 schoolofeverything.com

Slide 42: Copy as Interface Web 2.0 Expo, April 23, 2008 schoolofeverything.com

Slide 43: Copy as Interface Web 2.0 Expo, April 23, 2008 Orientation & Navigation

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Slide 45: Copy as Interface Web 2.0 Expo, April 23, 2008 Phishing

Slide 46: Copy as Interface Web 2.0 Expo, April 23, 2008 e Phishing

Slide 47: Copy as Interface Web 2.0 Expo, April 23, 2008 hulu.com

Slide 48: Copy as Interface Web 2.0 Expo, April 23, 2008 hulu.com

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Slide 52: Copy as Interface Web 2.0 Expo, April 23, 2008 “ Short words are best and the old words when short are best of all.” — Winston Churchill

Slide 53: Copy as Interface Web 2.0 Expo, April 23, 2008 Action

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Slide 61: Copy as Interface Web 2.0 Expo, April 23, 2008 eharmony.com

Slide 62: Copy as Interface Web 2.0 Expo, April 23, 2008 eharmony.com

Slide 63: Copy as Interface Web 2.0 Expo, April 23, 2008 Service

Slide 64: Copy as Interface Web 2.0 Expo, April 23, 2008 mint.com

Slide 65: Copy as Interface Web 2.0 Expo, April 23, 2008 mint.com

Slide 66: Copy as Interface Web 2.0 Expo, April 23, 2008 flickr.com

Slide 67: Copy as Interface Web 2.0 Expo, April 23, 2008 flickr.com

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Slide 69: Copy as Interface Web 2.0 Expo, April 23, 2008 etsy.com

Slide 70: Copy as Interface Web 2.0 Expo, April 23, 2008 apple.com

Slide 71: Copy as Interface Web 2.0 Expo, April 23, 2008 microsoft.com

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Slide 74: Copy as Interface Web 2.0 Expo, April 23, 2008 5 ways to get words right: • Be authentic. • Be engaging. • Be specific. • Be appropriate. • Be polite.

Slide 75: Copy as Interface Web 2.0 Expo, April 23, 2008 Be Authentic.

Slide 76: Copy as Interface Web 2.0 Expo, April 23, 2008 twitter.com

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Slide 78: Copy as Interface Web 2.0 Expo, April 23, 2008 “ The great enemy of clear language is insincerity. When there is a gap between one’s real and one’s declared aims, one turns, as it were, instinctively to long words and exhausted idioms, like a cuttlefish squirting out ink.” —George Orwell

Slide 79: Copy as Interface Web 2.0 Expo, April 23, 2008 Be Engaging.

Slide 80: Copy as Interface Web 2.0 Expo, April 23, 2008 virgin-atlantic.com

Slide 81: Copy as Interface Web 2.0 Expo, April 23, 2008 virgin-atlantic.com

Slide 82: Copy as Interface Web 2.0 Expo, April 23, 2008 citibank.com

Slide 83: Copy as Interface Web 2.0 Expo, April 23, 2008 citibank.com

Slide 84: Copy as Interface Web 2.0 Expo, April 23, 2008 pownce.com

Slide 85: Copy as Interface Web 2.0 Expo, April 23, 2008 pownce.com

Slide 86: Copy as Interface Web 2.0 Expo, April 23, 2008 pownce.com

Slide 87: Copy as Interface Web 2.0 Expo, April 23, 2008 Be Specific.

Slide 88: Copy as Interface Web 2.0 Expo, April 23, 2008 gettyimages.com

Slide 89: Copy as Interface Web 2.0 Expo, April 23, 2008 gettyimages.com

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Slide 91: Copy as Interface Web 2.0 Expo, April 23, 2008 etsy.com

Slide 92: Copy as Interface Web 2.0 Expo, April 23, 2008 etsy.com

Slide 93: Copy as Interface Web 2.0 Expo, April 23, 2008 emusic.com

Slide 94: Copy as Interface Web 2.0 Expo, April 23, 2008 Be Appropriate.

Slide 95: Copy as Interface Web 2.0 Expo, April 23, 2008 “Where’s My Stuff?” amazon.com

Slide 96: Copy as Interface Web 2.0 Expo, April 23, 2008 irs.gov

Slide 97: Copy as Interface Web 2.0 Expo, April 23, 2008 flickr.com

Slide 98: Copy as Interface Web 2.0 Expo, April 23, 2008 Be Polite.

Slide 99: Copy as Interface Web 2.0 Expo, April 23, 2008 feedburner.com

Slide 100: Copy as Interface Web 2.0 Expo, April 23, 2008 feedburner.com

Slide 101: Copy as Interface Web 2.0 Expo, April 23, 2008 subtraction.com

Slide 102: Copy as Interface Web 2.0 Expo, April 23, 2008 subtraction.com

Slide 103: Copy as Interface Web 2.0 Expo, April 23, 2008 particletree.com

Slide 104: Copy as Interface Web 2.0 Expo, April 23, 2008 Add a picture of a screw-up here. —Erika

Slide 105: Copy as Interface Web 2.0 Expo, April 23, 2008 7 Kinds of Bad Vague Inconsistent (Too) Clever Presumptuous Rude Unnatural Oblivious

Slide 106: Copy as Interface Web 2.0 Expo, April 23, 2008 Vague! Basecamp

Slide 107: Copy as Interface Web 2.0 Expo, April 23, 2008 Vague! Basecamp

Slide 108: Copy as Interface Web 2.0 Expo, April 23, 2008 Vague!

Slide 109: Copy as Interface Web 2.0 Expo, April 23, 2008 Unnatural! bofa.com

Slide 110: Copy as Interface Web 2.0 Expo, April 23, 2008 Unnatural! bofa.com

Slide 111: Copy as Interface Web 2.0 Expo, April 23, 2008 Don’t be too clever.

Slide 112: Copy as Interface Web 2.0 Expo, April 23, 2008 “ Murder your darlings.” — Sir Arthur Quiller-Couch, Cambridge Lecturer (among other things)

Slide 113: Copy as Interface Web 2.0 Expo, April 23, 2008 Don’t be rude. photo by Gil Jimenez

Slide 114: Copy as Interface Web 2.0 Expo, April 23, 2008 Rude! myspace.com

Slide 115: Copy as Interface Web 2.0 Expo, April 23, 2008 Don’t be oblivious .

Slide 116: Copy as Interface Web 2.0 Expo, April 23, 2008 cnn.com

Slide 117: Copy as Interface Web 2.0 Expo, April 23, 2008 cnn.com

Slide 118: Copy as Interface Web 2.0 Expo, April 23, 2008 cnn.com

Slide 119: Copy as Interface Web 2.0 Expo, April 23, 2008 cnn.com

Slide 120: Copy as Interface Web 2.0 Expo, April 23, 2008 facebook.com

Slide 121: Copy as Interface Web 2.0 Expo, April 23, 2008 facebook.com

Slide 122: Copy as Interface Web 2.0 Expo, April 23, 2008 Don’t be inconsistent.

Slide 123: Copy as Interface Web 2.0 Expo, April 23, 2008 Inconsistent! ebay.com

Slide 124: Copy as Interface Web 2.0 Expo, April 23, 2008 Inconsistent! ebay.com

Slide 125: Copy as Interface Web 2.0 Expo, April 23, 2008 Don’t be presumptuous. Don’t be presumptuous.

Slide 126: Copy as Interface Web 2.0 Expo, April 23, 2008 Presumptuous! usatoday.com

Slide 127: Copy as Interface Web 2.0 Expo, April 23, 2008 Seriously? americanexpress.com

Slide 128: Copy as Interface Web 2.0 Expo, April 23, 2008 You will still need designers.

Slide 129: Copy as Interface Web 2.0 Expo, April 23, 2008 Getting Real 37Signals

Slide 130: Copy as Interface Web 2.0 Expo, April 23, 2008 KTHXBAI! erika@muledesign.com