Copy is Interface
Erika Hall, Mule Design Studio, San Francisco
Future of Web Apps, 4 October, 2007, London

Copy is Interface

Copy is Interface
Word Of The Day:
caveat

Copy is Interface
Whither the future of
interface?

Copy is Interface

Copy is Interface
Voguing with
information?

Copy is Interface
We’re getting there

Copy is Interface
…but not for information-dense tasks.

Copy is Interface
Then there is
this thing.

Copy is Interface
People will want
to access your
application in
new ways.

Copy is Interface
What does this mean for
applications?

Copy is Interface

Copy is Interface

Copy is Interface

Copy is Interface

Copy is Interface

Copy is Interface
gestions.jpg

Copy is Interface

Copy is Interface

Copy is Interface

Copy is Interface

Copy is Interface
It’s good to know when
to cede control.

Copy is Interface

Copy is Interface
How do users benefit?
photo by Marxpix

Copy is Interface
How will YOU benefit?
photo by Wirehead

Copy is Interface
5 Ways to Get Words Right
Authentic
Engaging
Specific
Appropriate
Polite

Copy is Interface
Be Authentic

Copy is Interface

Copy is Interface
consumating.com

Copy is Interface
consumating.com

Copy is Interface
eharmony.com

Copy is Interface
eharmony.com

Copy is Interface
eharmony.com

Copy is Interface
twitter.com

Copy is Interface

Copy is Interface
“ 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

Copy is Interface
Be Engaging

Copy is Interface
schoolofeverything.com

Copy is Interface
schoolofeverything.com

Copy is Interface
virgin-atlantic.com

Copy is Interface
virgin-atlantic.com

Copy is Interface
citibank.com

Copy is Interface
citibank.com

Copy is Interface
pownce.com

Copy is Interface
pownce.com

Copy is Interface
Be Specific

Copy is Interface
gettyimages.com

Copy is Interface
gettyimages.com

Copy is Interface
etsy.com

Copy is Interface
etsy.com

Copy is Interface
emusic.com

Copy is Interface
Be Appropriate

Copy is Interface
“Where’s My Stuff?”
amazon.com

Copy is Interface
flickr.com

Copy is Interface
Be Polite

Copy is Interface
feedburner.com

Copy is Interface
feedburner.com

Copy is Interface
subtraction.com

Copy is Interface
subtraction.com

Copy is Interface
particletree.com

Copy is Interface
Add a picture
of a screw-up
here.
—Erika

Copy is Interface
8 Kinds of Bad
Vague Oblivious
Passive Inconsistent
(Too) Clever Presumptuous
Rude Unnatural

Copy is Interface
Vague!
Basecamp

Copy is Interface
Vague!
Basecamp

Copy is Interface
Vague!

Copy is Interface
Unnatural!
bofa.com

Copy is Interface
Unnatural!
bofa.com

Copy is Interface
Don’t be passive.
Photo by catheroo

Copy is Interface
Passive!
blinksale.com

Copy is Interface
Don’t be too clever.

Copy is Interface
“ Murder your darlings.”
— Sir Arthur Quiller-Couch, Cambridge Lecturer
(among other things)

Copy is Interface
Don’t be rude.

Copy is Interface
Rude!
myspace.com

Copy is Interface
Rude!
oreilly.com

Copy is Interface
Don’t be oblivious to
your surroundings.

Copy is Interface
cnn.com

Copy is Interface
cnn.com

Copy is Interface
facebook.com

Copy is Interface
facebook.com

Copy is Interface
Don’t be
inconsistent.

Copy is Interface
Inconsistent!
ebay.com

Copy is Interface
Inconsistent!
ebay.com

Copy is Interface
Don’t be presumptuous.
Don’t be presumptuous.

Copy is Interface
Presumptuous!
usatoday.com

Copy is Interface
Seriously?
americanexpress.com

Copy is Interface
You will still need
designers.

Copy is Interface

Copy is Interface
KTHXBAI!
erika@muledesign.com