Beauty Of Copy

When you change your password on The Noun Project, they email you a special link for you to complete the process. When you’re asking a user to context-switch like this, you need to be clear and set expectations.

…But that doesn’t mean you can’t have a little fun.

Placeholder copy is often discouraged because of the risk users might skip a field altogether (as they might mistake the placeholder for actual content). But in the case of Stack Overflow on their Profile description field, I don’t think that’s too much of an issue… In fact it’s just fun to read and might even encourage users to write something more than a standard bio.

When you search for something on Twitter and it thinks you might’ve made a typing error, it provides both results and gives you the option to choose one or the other.

Your brand’s tone-of-voice might be fun, casual or playful but when it comes to payment, just communicate clearly.

On Evernote’s subscription page, the copy isn’t exactly clinical, but they spell everything out. They set expectations by letting customers know what to expect and what will happen next.

While I typically will have already made up my mind in unsubscribing to a newsletter, Michael’s does a good job at humanizing this opt-out experience by treating it like a breakup 💔. 

In a last ditch effort, they try to lure users back either partially (if they still want to opt-in, but to fewer emails) or fully (if by chance it was a slip of the click and they didn’t intend to opt-out), unless they in fact intended to unsubscribe entirely which is often the case.

They had the decision to push a bland, boring, trivial update. But they didn’t. 👏 Over.