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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

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Erika Hall | Copy Is Interface @FOWA October 2007