Reasonable prompt copy can improve users' micro-feelings. The so-called micro-sensation is the user's perception of product details. The better the product details, the better for users. Therefore, the design of suggestive copy can not be ignored.
The case analysis is as follows:
The same two music APP products, experience the feelings brought by two prompt copywriting.
Obviously, different complaints will have different feelings-"There seems to be nothing here …" is more in line with the tonality of music products than "There is no record of playing for the time being".
Analysis, users usually open the music APP to listen to music in order to find a kind of inner feeling, which may be more of a relaxed and pleasant inner feeling, so migu music's prompt copy "There seems to be nothing here ..." plus small illustrations can create a relaxed and pleasant atmosphere for products.
Of course, what I'm talking about here is only music products for the general public, and some minority music products can't be generalized, such as MOO music APP.
Does the downloaded empty page status prompt "Oh, moooo Nothing" feel disdainful?
Because this product is aimed at young people or professional musicians who like to pursue new things, the prompt copy like "Oh moooo Nothing" can better cater to the characteristics of the target users and give users a feeling of finding themselves.
Back to the original case-Domi Music Pro "has no playing record for the time being".
There are also many products suitable for this cool, crisp and emotionless prompt copy, such as Tencent Document, a small tool program.
Tool products must reflect his convenience, efficiency and professionalism. Tencent documents with such product copywriting will give users a crisp and neat feeling.
Tool products generally do not need to create an emotional atmosphere for copywriting, and it is most important to bring professional, rigorous and safe feelings to users.
Summary: Copywriting design starts from product tonality and user characteristics.
Screenshot of product prototype diagram
The product shown above is a questionnaire to collect the feelings of the person in charge of the enterprise when handling business (such as business license) in the institution.
Think from the user's thinking and express "please help us". In this way, users may have a kind of resistance, which will affect the reliability of the questionnaire survey.
In fact, from a commercial point of view, we collect questionnaires to provide better services to enterprises, so from this point of view, we can give users a sense of value.
Copy the modified screenshot.
The modified expression "To bring a better and more efficient service experience to your enterprise ..." can give users a sense of value, because it expresses that this matter is for users themselves, not to help the platform collect data.
Why is there a word "efficient"? This is about thinking from the pain points of users. As you may know, the biggest pain point of going to a public institution is the cumbersome process and low efficiency. Therefore, the copy statement is to solve this problem, so it is certainly easier for users to actively cooperate.
Summary: Use the user's thinking to consider the copy and give the user a sense of value.
Put the words "mutual" and "mutual" in the following sentences. Which word can better express intimacy?
Far away by the sea, there is a couple sitting in the sunset _ _ _ _ _ snuggling up.
Both the other party and the other party have adverb usage, which can express the relationship of treating each other. The difference is:
Mutual refers more to a descriptive relationship, mutual refers to an action to treat each other, and mutual is more expressive in expressing positive emotions, so "a couple snuggles up to each other" can better reflect this relationship.
Baidu Post Bar has different names for users on the same page:
Calling users "you" and "me" at the same time gives users a sense of separation, whether you are me or me.
Different names inevitably appear in the title of the test questionnaire, so it is necessary to reduce the interference of names in the page.
Let's look at another case:
When writing a reminder copy, be sure to make it clear whether the product is talking to users or bringing users into the product.
The icon on the page is called "My Square", which brings users into the product. Then the prompt copy of this page should be prompted from the user's point of view, "At this moment, I want to say something …" It is very appropriate to say that people correspond to the title, "At this moment, you want to say something …" It is said that changing the corresponding title will produce a sense of separation.
Summary: It is suggested that the copywriting should be as unified as possible, and it should be clear whether the product is talking to users or bringing users into the product.
"You" and "You"
In our daily products, some products use "you" as a reminder copy, such as WeChat, and some products use "you" as a reminder copy, such as JD.COM. Why people call it different is because the relationship between products and users is different.
Some products have an equal relationship with users, just like friends, lovers and colleagues. Some products are a kind of respectful attitude towards users, because users are customers, and of course they should have a respectful attitude towards customers.
So we can probably draw a conclusion that "you" is more suitable for social interaction, tools and B-end products, and "you" is more suitable for e-commerce and B-end products. Of course, some products will come in many forms. For example, Xiaohongshu belongs to social e-commerce products and needs to rethink the relationship between products and users.
Here are a few examples of "you" and "you" being useless:
For products with single function, it is strange to use "you" in some places and "you" in some places. Of course, some products can be called by different people. For example, ordinary users in products use "you" and become VIPs to address users "you", so that users will have a sense of superiority of being respected and treated well.
QQ dialogue list page system pushes different names:
We all know that QQ is a huge product, so it will definitely not be responsible for all the designs by one person. Generally, there will be a team or a person in charge of different sections, so it is inevitable that the problem shown above will occur in collaborative work, because the design specifications have not been implemented in more detailed details.
Absolutely excellent products, the details will be impeccable. I searched all the pages of WeChat and didn't find a word "you".
Summary: Find the relationship with users according to the positioning of products, and use appropriate names.
The prompt copy of Tmall's reading is too verbose to convey information efficiently. The prompt copy of the simple book is concise and efficient, and users don't even need to read it, just need to be clear at a glance. The interaction of the simple book also provides a very direct operation entrance.
The first sentence requires reading the whole paragraph to understand the information.
The second sentence is to tell the user the purpose first, and then talk about what needs to be done, so as to achieve efficient communication effect, and the user will understand this sentence.
Summary: Prompt copywriting can put the purpose first and realize more efficient information transmission.
When clicking on a plate in the product, the top title of the page should be consistent with the plate name to ensure that users will not get lost.
Click on "K-coin account" in the above figure, and "My account" will appear. It is not excluded that users will wonder if they are mistaken. In life, if you order a roast beef with potatoes, many people may not eat it, but some people will. That's right! The author is the person who eats it.
Summary: A consistent headline copy can keep users from getting lost.
Screenshot of prototype diagram
"Only shp files can be uploaded, and the size should not exceed 500kb" does not give users a friendly and positive feeling.
The keyword "only" gives users a feeling that the product is not powerful enough, because it clearly emphasizes that only shp files are supported; "Don't" has a feeling of being ordered, which inevitably makes people feel disrespected.
After modification:
Modified screenshot
After the modification, the tone of "Please upload SHP format file, the size must be within 500kb" instantly becomes gentle and friendly, and does not emphasize the feeling of supporting a single format.
Conclusion: Friendly and positive copywriting can give users a better feeling.
Due to the particularity of the industry, some products will have some industry terms, which are difficult to understand if they are oriented to the public users, so they generally need to be converted into languages familiar to the public users.
However, if it is inevitable to use some industry terms, it is necessary to explain to users what "Please enter the 6-digit service password" is on the login page of China Unicom APP. What is the service password? As a user, I failed to understand.
There is an explanation of "what is the service password" on the page of China Telecom, but the input box says "Please enter the password". What? Are these two passwords related?
Summary: Explain trade terms in user's language.
Copywriting with more than two lines requires users to concentrate more on reading and is bound to be rejected. If there is a lot of text information, you can sort out a paragraph vertically according to it, which can also play a clear and efficient reading effect.
Spaces between numbers and words can increase the readability of numbers. Of course, not all numbers and words should have spaces.
Disclaimer: My dog is 1 year old this year (unnecessary).
Reflect a data: 28 pieces of information (interval) have been recorded.
Our traditional literature, in order to facilitate reading, has formed the tradition of empty paragraphs.
In the open internet environment, there is no Chinese teacher to supervise you, and sometimes there is no need to leave two spaces. For example, a single paragraph is short, leaving two boxes empty is not beautiful enough. In fact, ordinary products can only convey the meaning clearly to users.
Many Chinese characters on the internet have no two spaces, which may also refer to the English typesetting style, and the English typesetting is not empty.
Generally speaking, there is no punctuation at the end of the tip copy unless the tone is emphasized or a question mark is used.
In order to prepare for this article, I read at least 50+ app sharing cases and got the conclusion that the products are excellent, the details are excellent, and there are no flaws at all. Some products are not, and there are many problems in details. All the above are harmless details in the product, but we can make the product better. Why not?
Finally, I want to say one important thing:
Many times, people who design products will bring their own personality into the products.
For example, a lively and lovely product manager is in charge of products, and there will be many lively and lovely elements; A dignified and rigorous product manager can never write a delicate copy that can render the atmosphere.
Excellent product designers have thrown away their individuality when designing products, but given different products different personalities.
Author: Wu, WeChat official account: Internet Design Help.
The title map comes from Unsplash and is based on CC0 protocol.