Copy is Interface

Erika Hall, Mule Design Studio, San FranciscoFuture of Web Apps, 4 October, 2007, London

Copy is Interface

Copy is Interface

Word Of The Day:

caveat

Copy is Interface

Whither the future of interface?

Copy is Interface

Copy is Interface

Voguing with information?

Copy is Interface

We’re getting there

Copy is Interface

…but not for information-dense tasks.

Copy is Interface

Then there is this thing.

Copy is Interface

People will want to access your application in new ways.

Copy is Interface

What does this mean for applications?

Copy is Interface

Copy is Interface

Copy is Interface

Copy is Interface

Copy is Interface

Copy is Interface

http://www.iwantptv.com/images/tivo/Tivo_Suggestions.jpg

Copy is Interface

Copy is Interface

Copy is Interface

Copy is Interface

Copy is Interface

It’s good to know when to cede control.

Copy is Interface

Copy is Interface

How do users benefit?

photo by Marxpix

Copy is Interface

How will YOU benefit?

photo by Wirehead

Copy is Interface

5 Ways to Get Words RightAuthentic

Engaging

Specific

Appropriate

Polite

Copy is Interface

Be Authentic

Copy is Interface

Copy is Interface

consumating.com

Copy is Interface

consumating.com

Copy is Interface

eharmony.com

Copy is Interface

eharmony.com

Copy is Interface

eharmony.com

Copy is Interface

twitter.com

Copy is Interface

Copy is Interface

“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 is Interface

Be Engaging

Copy is Interface

schoolofeverything.com

Copy is Interface

schoolofeverything.com

Copy is Interface

virgin-atlantic.com

Copy is Interface

virgin-atlantic.com

Copy is Interface

citibank.com

Copy is Interface

citibank.com

Copy is Interface

pownce.com

Copy is Interface

pownce.com

Copy is Interface

Be Specific

Copy is Interface

gettyimages.com

Copy is Interface

gettyimages.com

Copy is Interface

etsy.com

Copy is Interface

etsy.com

Copy is Interface

emusic.com

Copy is Interface

Be Appropriate

Copy is Interface

“Where’s My Stuff?”

amazon.com

Copy is Interface

flickr.com

Copy is Interface

Be Polite

Copy is Interface

feedburner.com

Copy is Interface

feedburner.com

Copy is Interface

subtraction.com

Copy is Interface

subtraction.com

Copy is Interface

particletree.com

Copy is Interface

Add a picture of a screw-up here.

—Erika

Copy is Interface

8 Kinds of Bad

Oblivious

Inconsistent

Presumptuous

Unnatural

Vague

Passive

(Too) Clever

Rude

Copy is Interface

Vague!

Basecamp

Copy is Interface

Vague!

Basecamp

Copy is Interface

Vague!

Copy is Interface

Unnatural!

bofa.com

Copy is Interface

Unnatural!

bofa.com

Copy is Interface

Don’t be passive.

Photo by catheroo

Copy is Interface

Passive!

blinksale.com

Copy is Interface

Don’t be too clever.

Copy is Interface

“Murder your darlings.”— Sir Arthur Quiller-Couch, Cambridge Lecturer

(among other things)

Copy is Interface

Don’t be rude.

Copy is Interface

Rude!

myspace.com

Copy is Interface

Rude!

oreilly.com

Copy is Interface

Don’t be oblivious to your surroundings.

Copy is Interface

cnn.com

Copy is Interface

cnn.com

Copy is Interface

facebook.com

Copy is Interface

facebook.com

Copy is Interface

Don’t be inconsistent.

Copy is Interface

ebay.com

Inconsistent!

Copy is Interface

ebay.com

Inconsistent!

Copy is Interface

Don’t be presumptuous.

Don’t be presumptuous.

Copy is Interface

Presumptuous!

usatoday.com

Copy is Interface

americanexpress.com

Seriously?

Copy is Interface

You will still need designers.

Copy is Interface

Copy is Interface

KTHXBAI!

erika@muledesign.com