Brand voice - what the hell is that? Let's take a look at 5 businesses that manage to confidently communicate what their brand is all about.
Copywriters need to get to grips with basic design features and present ideas in a design-friendly way, so their copy doesn't get cut up and lost in the UX process.
Designers construct our beautiful websites, apps and online products. They help us to navigate the choppy waters that flow between our first interaction with a design and eventually taking positive action.
They're basically our 'digital architects' + they've had a hand in everything you see and do online - from shopping for your weekly beer supply to finding and streaming your favourite podcast.
THEY'RE THE BEST.
But, okay...I confess, I'm going to criticise UX designers a teeny tiny bit - it'll only be quick though I promise.
Right, some designers, not all, but some can't write for shit.
And writing good copy is ESSENTIAL to good UX design. Unfortunately, the focus can be on graphics, website layout and the features and gimmicks that are scattered all over its pages. If the copy isn't effective then designer's efforts can suffer and people won't be compelled to interact with physical and digital products.
The preoccupation with digital interface means that copy gets sidelined.
Writing good copy should be an essential skill or at least a priority in the modern UX designer's arsenal.
The thing is that designers and copywriters have so much in common:
- They're thinking about the motivations of users.
- They're trying to imagine the journey a user will take.
- What will compel users to take action?
- How will users react to certain features?
- What is stopping a user from moving forward?
The mind-sets are so similar, as designers and copywriters try to work out what to give more weight and how to create seamless user experiences.
Effective, well-written copy allows brand's to develop their unique voice and to tell their story. Story-driven copy is the way to elicit emotional responses from users and combining this with good design can lead to higher conversion rates.
One clear example where design and copy intersect is chatbot construction. We're seeing more and more chatbots on the scene and they're going to continue to pop up left, right and center. What differentiates good chatbots from bad ones? Superb design and engaging copy. One without the other doesn't work.
Finding a UX designer who is just as good at writing copy is rare though. Both skills can take years to craft and are really time intensive to learn, but being a designer who prioritises good copy and acknowledges its importance can automatically put you ahead of the competition.
Your UX design depends on good copy. Let me help: email@example.com