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

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Copy is Interface

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Copy is Interface
Word Of The Day:
caveat

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Copy is Interface
Whither the future of
interface?

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Copy is Interface

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Copy is Interface
Voguing with
information?

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Copy is Interface
We’re getting there

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

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Copy is Interface
Then there is
this thing.

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

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Copy is Interface
What does this mean for
applications?

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Copy is Interface

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Copy is Interface

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Copy is Interface

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Copy is Interface

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Copy is Interface

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Copy is Interface
gestions.jpg

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Copy is Interface

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Copy is Interface

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Copy is Interface

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Copy is Interface

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

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Copy is Interface

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Copy is Interface
How do users benefit?
photo by Marxpix

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Copy is Interface
How will YOU benefit?
photo by Wirehead

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

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Copy is Interface
Be Authentic

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Copy is Interface

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Copy is Interface
consumating.com

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Copy is Interface
consumating.com

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Copy is Interface
eharmony.com

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Copy is Interface
eharmony.com

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Copy is Interface
eharmony.com

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Copy is Interface
twitter.com

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Copy is Interface

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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

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Copy is Interface
Be Engaging

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Copy is Interface
schoolofeverything.com

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Copy is Interface
schoolofeverything.com

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Copy is Interface
virgin-atlantic.com

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Copy is Interface
virgin-atlantic.com

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Copy is Interface
citibank.com

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Copy is Interface
citibank.com

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Copy is Interface
pownce.com

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Copy is Interface
pownce.com

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Copy is Interface
Be Specific

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Copy is Interface
gettyimages.com

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Copy is Interface
gettyimages.com

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Copy is Interface
etsy.com

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Copy is Interface
etsy.com

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Copy is Interface
emusic.com

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Copy is Interface
Be Appropriate

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

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Copy is Interface
flickr.com

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Copy is Interface
Be Polite

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Copy is Interface
feedburner.com

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Copy is Interface
feedburner.com

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Copy is Interface
subtraction.com

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Copy is Interface
subtraction.com

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Copy is Interface
particletree.com

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

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

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Copy is Interface
Vague!
Basecamp

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Copy is Interface
Vague!
Basecamp

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Copy is Interface
Vague!

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Copy is Interface
Unnatural!
bofa.com

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Copy is Interface
Unnatural!
bofa.com

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

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Copy is Interface
Passive!
blinksale.com

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Copy is Interface
Don’t be too clever.

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

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Copy is Interface
Don’t be rude.

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Copy is Interface
Rude!
myspace.com

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Copy is Interface
Rude!
oreilly.com

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

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Copy is Interface
cnn.com

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Copy is Interface
cnn.com

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Copy is Interface
facebook.com

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Copy is Interface
facebook.com

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Copy is Interface
Don’t be
inconsistent.

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Copy is Interface
Inconsistent!
ebay.com

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Copy is Interface
Inconsistent!
ebay.com

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

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Copy is Interface
Presumptuous!
usatoday.com

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Copy is Interface
Seriously?
americanexpress.com

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Copy is Interface
You will still need
designers.

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Copy is Interface

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Copy is Interface
KTHXBAI!
erika@muledesign.com