How to do without a UX editor and make the text in the interface clear?
In the process of developing a product or feature, the need to work with text inevitably arises. If the team has a UX editor, then he is entrusted with this stage. It plays the role of an additional “brain” to create a convenient and seamless flow. In addition, the UX editor has a high level of product insight – many layouts pass through his hands, which allows him to identify potential risks, consequences and intersections with other products in the company and on the market.
Why do you need to check texts and what could be the consequences if you don’t? Even the most attractive interfaces can be rendered useless if people are tripped over by poorly chosen words, spelling or punctuation errors, inappropriate context, or even offensive meanings perceived by users in seemingly innocent phrases. The consequences can range from minor to serious, including loss of customer loyalty.
But it also happens that the team does not have a UX editor and you have to take the work with the text into your own hands. For such cases, I decided to share my principles when working with text and the practices of leading UXW specialists (Kira Kalimulina from Ozon, Sasha Velyaninova from Raiffeisen and Sofia Lvova from Beeline), who will help you independently check the quality of the text
Points
Quotes
Hyphen, dash and em dash
Letter “е”
Space
Minus sign and percent sign
Exclamation mark
Capslock
Headings and subheadings
Buttons
Stationery
Gender neutrality
Emotional neutrality
Duplicate text
Adaptability
Truthfulness
Context-free
Don't put a period at the end of one sentence
We never put a period at the end if the interface element contains one sentence. It will hang like a dead weight and distract people. We strive for simplicity and clarity of the text, so we avoid unnecessary elements
But we put a period at the end of paragraphs if there are more than 2
Periods at the end of consecutive paragraphs create a clear structure of the text, making the text more organized and easier to read. However, there is no need to put a period at the end of the last paragraph
Quotes
We use only correct quotes in interfaces. We do not put section names in quotes. To indicate the names of sections, we write them with a capital letter.
Hyphen, dash and em dash
Hyphen – in words and abbreviations
• To attach prefixes (first, in French)
• To attach particles (somehow, for some reason, for some reason)
• In phrases and for complex words (business account, premium segment)
• In compound names (St. Petersburg, Rostov-on-Don)
Dash – in ranges
• To indicate ranges of days of the week (Monday – Sunday)
• To indicate number ranges (2020 – 2021, 300 – 400)
In the interface, we separate the em dash with half spaces on both sides. This allows for consistency in formats where several of these intervals occur, for example, when specifying opening hours in an event schedule
Symbol [ – ]
Dash on macOS: Opt+Hyphen
Dash on Windows: Alt+0150
Em dash – in sentences
• Instead of the missing word (music and good mood for you)
• Between subject and predicate (Your plan is to be yourself)
• To emphasize a point and pause (Download and listen)
• When listed in bulleted lists
Symbol [ — ]
Em dash on macOS: Shift+Opt+Hyphen
Em dash on Windows: Alt+0151
Letter “е”
Most people who are far from writing texts believe that nothing will be terrible if instead of “e” they write the letter “e”, considering them interchangeable. In fact, these are two different letters. Respect the Russian language, love the letter “е” and write it wherever it should be
Space
Non-breaking space
Use after conjunctions, pronouns, interjections, prepositions, numbers and to write initials, abbreviations with dots and numbers followed by a word or unit of measurement. This allows you to preserve the meaning of the text and avoid the “hanging” effect.
Non-breaking space on macOS: Shift+Opt+Space
Non-breaking space on Windows: Alt+0160
Narrow space
We use it to separate large numbers, digits and the ruble sign, as well as in ranges of numbers. The narrow space can be taken from the Unicode symbols site
Minus sign and percent sign
Do not put a space between the number and the minus. We use the minus sign, not the hyphen. A similar rule works with the percent sign: there is no need for a space between it and the number.
Symbol [ − ]
Exclamation mark
If the text has a lot of exclamation marks, it looks loud, flashy and unpleasant to read. We use an exclamation mark only where it is really necessary and corresponds to the tone: in congratulations, gratitude, greetings or wishes. We use the exclamation mark consciously and in moderation without numerous repetitions
Capslock
Because of the capslock, the text looks too emotional, screaming and difficult to understand. Therefore, we use capslock only to type badges or buttons
Headings and subheadings
People have neither the time nor the desire to read screens. Therefore, the title should display a clear essence. And the subtitle should be a continuation of the title and expand it
Buttons
The naming of the buttons should be such that the buttons clearly and transparently make it clear where they lead and at the same time fit in with the title. Buttons are divided into several types:
approving: “Okay”, “I understand”, “OK”
requiring actions: “Connect”, “Create”, “Pick up”
If your team likes to flirt with Conversational Design (when on the buttons instead of “Connect” they write “Yes, I want!”), we carefully make sure that the button is always next to the title, otherwise the meaning will most likely be lost
Stationery
We communicate like person to person without complicated words, bureaucratic language, complex expressions, or introductory words, so that the text becomes more accessible and intuitive. Using complex language can create confusion and make it difficult to understand information
Gender neutrality
Gender neutrality in text involves the use of language constructs and expressions that do not reflect assumptions or restrictions based on gender. This is becoming increasingly important in today's world as society becomes more inclusive of gender differences
Emotional neutrality
Emotional neutrality in the text implies the use of language structures that do not cause strong emotional reactions in users, but remain more universal and understandable to everyone. This helps prevent possible negative associations or misunderstandings
Duplicate text
We do not duplicate text without a compelling reason. For example, in input forms the input form itself already replaces the verb “enter”
Adaptability
We fit all the important information into the smallest screens. Text that is important to people should be in the most visible place at the top of the page, unimportant text should be hidden at the very bottom
Truthfulness
We do not deceive with false formulations even in small things. A person is waiting for what we promise him
Context-free
Elements on the screen should pass the beginner test and be understandable without context. We try to build the interface on nominative cases
Conclusion
These recommendations will help you improve the text in the interface, but do not replace the work of an experienced UX editor. After all, a UX editor is a specialist who has deep knowledge in the field of UX design, linguistics and psychology.
However, in the absence of such a specialist on your team, applying these recommendations will allow you to make the text more understandable and readable on your own
Useful materials:
Raiffeisen Verbal Guide
Guide to texts in the interface from Ozon
Write Shorten – Maxim Ilyakhov
