Text is Interface

As web sites become more streamlined, copy becomes even more critical. Leading the user through the site is accomplished not only through design but also, and possibly more importantly (did I say that), through words. The tricky part is to keep the text concise and, as I know from working on this redesign, it is tempting to say too much. There can be the feeling that there is always more information to convey. But, for a website there should be small bits of information that are easily scanned, then the decision can be made as where to go from there. I believe that people read online, but they mostly want to read articles of personal interest.

As a designer, I don’t claim to be a copywriter, but it has helped in mockups to throw suggestive copy, for content and length, rather than lorum ipsum. Often, since I am coming in fresh to the brand, I can provide insight on what someone new (ok, i’m not always the target audience I realize, but i can pretend) is going to be looking for or what would make sense to them.

Here are a few articles that better articulate these ideas (written by real writers).

Web Design from Scratch: Writing for the Web
A List Apart: Learn to Write
Provenance Unkown: Principles of Good Copywriting