Creepy vs Cool: Content Crash Course
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When people have to read--whether to study a topic in depth or to just do what they want to do--we keep it cool by writing with the language they expect. It gets creepy when we use the wrong kind of words: when it's too formal or full of terminology, or when it's too casual, and it feels like important details are left out. I provide an example of the language used on Xbox One to stay in the mood, and still disclose the important privacy info about signing in when you're recognized.
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Creepy vs Cool: Content Crash Course
- 1. Creepy vs. Cool CONTENT CRASH COURSE Torrey Podmajersky, UX writer
- 2. Study Investigate Verify Learn Do Be done for me Accuracy reader intent technical depth Accuracy Precision Reassure Instruct Indicate Notify writing type Document Explain promises examples step-by-step assumption-free invisible intuitive assumption- based language characteristics terminology analysis clinical academic
- 3. reader context desires differ both can be cool Study Investigate Verify Learn Do Be done for me Accuracy reader intent technical depth Accuracy Precision Reassure Instruct Indicate Notify writing type Document Explain promises examples step-by-step assumption-free invisible intuitive assumption- based language characteristics terminology analysis clinical academic
- 4. DESIRED reader context cool Study Investigate Verify Learn Do Be done for me reader intent technical depth Accuracy Precision Reassure Instruct Indicate Notify writing type Document Explain promises examples step-by-step assumption-free invisible intuitive assumption- based language characteristics terminology analysis clinical academic
- 5. ACTUAL DESIRED reader context creepy Study Investigate Verify Learn Do Be done for me reader intent technical depth Accuracy Precision Reassure Instruct Indicate Notify writing type Document Explain promises examples step-by-step assumption-free invisible intuitive assumption- based language characteristics terminology analysis clinical academic
- 6. Hypothesis: If content unexpectedly increases in formality, terminology, and precision, then the feeling of “creepy” will increase.
- 8. DESIRED reader context Study Investigate Verify Learn Do Be done for me reader intent technical depth Accuracy Precision Reassure Instruct Indicate Notify writing type Document Explain promises examples step-by-step assumption-free invisible intuitive assumption- based language characteristics terminology analysis clinical academic
- 10. ACTUAL DESIRED also creepy! But what if… reader context Study Investigate Verify Learn Do Be done for me reader intent technical depth Accuracy Precision Reassure Instruct Indicate Notify writing type Document Explain promises examples step-by-step assumption-free invisible intuitive assumption- based language characteristics terminology analysis clinical academic
- 11. Revised hypothesis: If language characteristics are increasingly different than expected, then the feeling of “creepy” will increase.