Erika Hall | Copy Is Interface @FOWA October 2007

Slide 1: Copy is Interface Erika Hall, Mule Design Studio, San Francisco Future of Web Apps, 4 October, 2007, London

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Slide 3: Copy is Interface Word Of The Day: caveat

Slide 4: Copy is Interface Whither the future of interface?

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Slide 6: Copy is Interface Voguing with information?

Slide 7: Copy is Interface We’re getting there

Slide 8: Copy is Interface …but not for information-dense tasks.

Slide 9: Copy is Interface Then there is this thing.

Slide 10: Copy is Interface People will want to access your application in new ways.

Slide 11: Copy is Interface What does this mean for applications?

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Slide 17: Copy is Interface gestions.jpg

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Slide 22: Copy is Interface It’s good to know when to cede control.

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Slide 24: Copy is Interface How do users benefit? photo by Marxpix

Slide 25: Copy is Interface How will YOU benefit? photo by Wirehead

Slide 26: Copy is Interface 5 Ways to Get Words Right Authentic Engaging Specific Appropriate Polite

Slide 27: Copy is Interface Be Authentic

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Slide 29: Copy is Interface consumating.com

Slide 30: Copy is Interface consumating.com

Slide 31: Copy is Interface eharmony.com

Slide 32: Copy is Interface eharmony.com

Slide 33: Copy is Interface eharmony.com

Slide 34: Copy is Interface twitter.com

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Slide 36: 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

Slide 37: Copy is Interface Be Engaging

Slide 38: Copy is Interface schoolofeverything.com

Slide 39: Copy is Interface schoolofeverything.com

Slide 40: Copy is Interface virgin-atlantic.com

Slide 41: Copy is Interface virgin-atlantic.com

Slide 42: Copy is Interface citibank.com

Slide 43: Copy is Interface citibank.com

Slide 44: Copy is Interface pownce.com

Slide 45: Copy is Interface pownce.com

Slide 46: Copy is Interface Be Specific

Slide 47: Copy is Interface gettyimages.com

Slide 48: Copy is Interface gettyimages.com

Slide 49: Copy is Interface etsy.com

Slide 50: Copy is Interface etsy.com

Slide 51: Copy is Interface emusic.com

Slide 52: Copy is Interface Be Appropriate

Slide 53: Copy is Interface “Where’s My Stuff?” amazon.com

Slide 54: Copy is Interface flickr.com

Slide 55: Copy is Interface Be Polite

Slide 56: Copy is Interface feedburner.com

Slide 57: Copy is Interface feedburner.com

Slide 58: Copy is Interface subtraction.com

Slide 59: Copy is Interface subtraction.com

Slide 60: Copy is Interface particletree.com

Slide 61: Copy is Interface Add a picture of a screw-up here. —Erika

Slide 62: Copy is Interface 8 Kinds of Bad Vague Oblivious Passive Inconsistent (Too) Clever Presumptuous Rude Unnatural

Slide 63: Copy is Interface Vague! Basecamp

Slide 64: Copy is Interface Vague! Basecamp

Slide 65: Copy is Interface Vague!

Slide 66: Copy is Interface Unnatural! bofa.com

Slide 67: Copy is Interface Unnatural! bofa.com

Slide 68: Copy is Interface Don’t be passive. Photo by catheroo

Slide 69: Copy is Interface Passive! blinksale.com

Slide 70: Copy is Interface Don’t be too clever.

Slide 71: Copy is Interface “ Murder your darlings.” — Sir Arthur Quiller-Couch, Cambridge Lecturer (among other things)

Slide 72: Copy is Interface Don’t be rude.

Slide 73: Copy is Interface Rude! myspace.com

Slide 74: Copy is Interface Rude! oreilly.com

Slide 75: Copy is Interface Don’t be oblivious to your surroundings.

Slide 76: Copy is Interface cnn.com

Slide 77: Copy is Interface cnn.com

Slide 78: Copy is Interface facebook.com

Slide 79: Copy is Interface facebook.com

Slide 80: Copy is Interface Don’t be inconsistent.

Slide 81: Copy is Interface Inconsistent! ebay.com

Slide 82: Copy is Interface Inconsistent! ebay.com

Slide 83: Copy is Interface Don’t be presumptuous. Don’t be presumptuous.

Slide 84: Copy is Interface Presumptuous! usatoday.com

Slide 85: Copy is Interface Seriously? americanexpress.com

Slide 86: Copy is Interface You will still need designers.

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Slide 88: Copy is Interface KTHXBAI! erika@muledesign.com