copy as interface

Copy as Interface Erika Hall, Mule Design Studio, San Francisco Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 Word Of The Day: caveat Copy as Interface Web 2.0 Expo, April 23, 2008 Whither the future of interface? Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 Voguing with information? Minority Report (2002) Copy as Interface Web 2.0 Expo, April 23, 2008 We’re getting there Copy as Interface Web 2.0 Expo, April 23, 2008 Then there is this thing. iPhone (2007) Copy as Interface Web 2.0 Expo, April 23, 2008 People will want to access your application in new ways. Nabaztag (2007) Copy as Interface Web 2.0 Expo, April 23, 2008 What does this mean for applications? Copy as Interface Web 2.0 Expo, April 23, 2008 “ People rarely read Web pages word by word; instead, they scan the page.” —Jakob Nielsen, 1997 Copy as Interface Web 2.0 Expo, April 23, 2008 “People don’t read on the Web.” Copy as Interface Web 2.0 Expo, April 23, 2008 Idiocracy (2006) Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 ggestions.jpg Photo: Steve Garfield Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 It’s good to know when to cede control. Copy as Interface Web 2.0 Expo, April 23, 2008 What is Web 2.0 Writing? Copy as Interface Web 2.0 Expo, April 23, 2008 We aren’t writing, we are speaking in text. Copy as Interface Web 2.0 Expo, April 23, 2008 “ Orality knits persons together into community.” —Walter Ong, 1982 Copy as Interface Web 2.0 Expo, April 23, 2008 Oral Culture Literacy Secondary Orality Copy as Interface Web 2.0 Expo, April 23, 2008 “Tell me, O muse, of that ingenious hero who travelled far and wide after he had sacked the famous town of Troy.” “MY DEAR AND HONORED FRIEND: I have often been desirous of writing to thee, but could not be reconciled to the thought that the letter might fall into the hands of the British, lest some printer or busy-body should publish some part of the contents, and give our friend pain, and myself censure. “O Hai Sign up now.” Copy as Interface Web 2.0 Expo, April 23, 2008 Web 2.0 language is simple, conversational, specific, and direct. Copy as Interface Web 2.0 Expo, April 23, 2008 How do users benefit? photo by Marxpix Copy as Interface Web 2.0 Expo, April 23, 2008 How will YOU benefit? photo by Wirehead Copy as Interface Web 2.0 Expo, April 23, 2008 How copy functions in the interface: • salutation • orientation & navigation • action • (situations requiring) service Copy as Interface Web 2.0 Expo, April 23, 2008 Salutation! Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 clearforest.com Copy as Interface Web 2.0 Expo, April 23, 2008 clearforest.com Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 schoolofeverything.com Copy as Interface Web 2.0 Expo, April 23, 2008 schoolofeverything.com Copy as Interface Web 2.0 Expo, April 23, 2008 Orientation & Navigation Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 Phishing Copy as Interface Web 2.0 Expo, April 23, 2008 e Phishing Copy as Interface Web 2.0 Expo, April 23, 2008 hulu.com Copy as Interface Web 2.0 Expo, April 23, 2008 hulu.com Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 “ Short words are best and the old words when short are best of all.” — Winston Churchill Copy as Interface Web 2.0 Expo, April 23, 2008 Action Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 eharmony.com Copy as Interface Web 2.0 Expo, April 23, 2008 eharmony.com Copy as Interface Web 2.0 Expo, April 23, 2008 Service Copy as Interface Web 2.0 Expo, April 23, 2008 mint.com Copy as Interface Web 2.0 Expo, April 23, 2008 mint.com Copy as Interface Web 2.0 Expo, April 23, 2008 flickr.com Copy as Interface Web 2.0 Expo, April 23, 2008 flickr.com Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 etsy.com Copy as Interface Web 2.0 Expo, April 23, 2008 apple.com Copy as Interface Web 2.0 Expo, April 23, 2008 microsoft.com Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 5 ways to get words right: • Be authentic. • Be engaging. • Be specific. • Be appropriate. • Be polite. Copy as Interface Web 2.0 Expo, April 23, 2008 Be Authentic. Copy as Interface Web 2.0 Expo, April 23, 2008 twitter.com Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 “ 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 as Interface Web 2.0 Expo, April 23, 2008 Be Engaging. Copy as Interface Web 2.0 Expo, April 23, 2008 virgin-atlantic.com Copy as Interface Web 2.0 Expo, April 23, 2008 virgin-atlantic.com Copy as Interface Web 2.0 Expo, April 23, 2008 citibank.com Copy as Interface Web 2.0 Expo, April 23, 2008 citibank.com Copy as Interface Web 2.0 Expo, April 23, 2008 pownce.com Copy as Interface Web 2.0 Expo, April 23, 2008 pownce.com Copy as Interface Web 2.0 Expo, April 23, 2008 pownce.com Copy as Interface Web 2.0 Expo, April 23, 2008 Be Specific. Copy as Interface Web 2.0 Expo, April 23, 2008 gettyimages.com Copy as Interface Web 2.0 Expo, April 23, 2008 gettyimages.com Copy as Interface Web 2.0 Expo, April 23, 2008 Copy as Interface Web 2.0 Expo, April 23, 2008 etsy.com Copy as Interface Web 2.0 Expo, April 23, 2008 etsy.com Copy as Interface Web 2.0 Expo, April 23, 2008 emusic.com Copy as Interface Web 2.0 Expo, April 23, 2008 Be Appropriate. Copy as Interface Web 2.0 Expo, April 23, 2008 “Where’s My Stuff?” amazon.com Copy as Interface Web 2.0 Expo, April 23, 2008 irs.gov Copy as Interface Web 2.0 Expo, April 23, 2008 flickr.com Copy as Interface Web 2.0 Expo, April 23, 2008 Be Polite. Copy as Interface Web 2.0 Expo, April 23, 2008 feedburner.com Copy as Interface Web 2.0 Expo, April 23, 2008 feedburner.com Copy as Interface Web 2.0 Expo, April 23, 2008 subtraction.com Copy as Interface Web 2.0 Expo, April 23, 2008 subtraction.com Copy as Interface Web 2.0 Expo, April 23, 2008 particletree.com Copy as Interface Web 2.0 Expo, April 23, 2008 Add a picture of a screw-up here. —Erika Copy as Interface Web 2.0 Expo, April 23, 2008 7 Kinds of Bad Vague (Too) Clever Rude Oblivious Inconsistent Presumptuous Unnatural Copy as Interface Web 2.0 Expo, April 23, 2008 Vague! Basecamp Copy as Interface Web 2.0 Expo, April 23, 2008 Vague! Basecamp Copy as Interface Web 2.0 Expo, April 23, 2008 Vague! Copy as Interface Web 2.0 Expo, April 23, 2008 Unnatural! bofa.com Copy as Interface Web 2.0 Expo, April 23, 2008 Unnatural! bofa.com Copy as Interface Web 2.0 Expo, April 23, 2008 Don’t be too clever. Copy as Interface Web 2.0 Expo, April 23, 2008 “ Murder your darlings.” — Sir Arthur Quiller-Couch, Cambridge Lecturer (among other things) Copy as Interface Web 2.0 Expo, April 23, 2008 Don’t be rude. photo by Gil Jimenez Copy as Interface Web 2.0 Expo, April 23, 2008 Rude! myspace.com Copy as Interface Web 2.0 Expo, April 23, 2008 Don’t be oblivious . Copy as Interface Web 2.0 Expo, April 23, 2008 cnn.com Copy as Interface Web 2.0 Expo, April 23, 2008 cnn.com Copy as Interface Web 2.0 Expo, April 23, 2008 cnn.com Copy as Interface Web 2.0 Expo, April 23, 2008 cnn.com Copy as Interface Web 2.0 Expo, April 23, 2008 facebook.com Copy as Interface Web 2.0 Expo, April 23, 2008 facebook.com Copy as Interface Web 2.0 Expo, April 23, 2008 Don’t be inconsistent. Copy as Interface Web 2.0 Expo, April 23, 2008 Inconsistent! ebay.com Copy as Interface Web 2.0 Expo, April 23, 2008 Inconsistent! ebay.com Copy as Interface Web 2.0 Expo, April 23, 2008 Don’t be presumptuous. Don’t be presumptuous. Copy as Interface Web 2.0 Expo, April 23, 2008 Presumptuous! usatoday.com Copy as Interface Web 2.0 Expo, April 23, 2008 Seriously? americanexpress.com Copy as Interface Web 2.0 Expo, April 23, 2008 You will still need designers. Copy as Interface Web 2.0 Expo, April 23, 2008 Getting Real 37Signals Copy as Interface Web 2.0 Expo, April 23, 2008 KTHXBAI! erika@muledesign.com