Brand Language: UX Writing

The Creative Manager's Playbook - by Noah

The article was written in Korean and translated into English using Chat GPT-4 with some fine-tuning. The purpose is to quickly convey knowledge.

Please refer to the Korean version here: ???? ?? : UX??? : ??? ???

1. Introduction

A brand's unique language style, or brand language, is a crucial element in shaping user experiences (UX). When combined with effective UX writing, it can create a consistent and intuitive user journey.

In this post, we will explore how brand language and UX writing can be used to enhance the user experience.

2. Brand Language and UX Writing

1. Brand Language This refers to the specific tone and style a brand uses to communicate with its audience. It reflects the brand's personality and helps build a strong brand identity.
2. UX Writing UX writing is the process of crafting text within the UI that helps users understand and take action. This includes all text used in the product's elements, such as buttons, messages, labels, and error notifications.

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?3. Key Principles of UX Writing

UX writing is not just about writing text, but rather about making it easier for users to understand and navigate a product. To achieve this, UX writing focuses on the following five key principles:

1. Clarity: Communicate the required action clearly using short and concise sentences. Example: Instead of "Confirm," use "Confirm Payment."
2. Consistency: Use consistent styles and vocabulary across all text, ensuring a unified voice. Example: If a button says "Confirm," always use "Confirm" for the same function.
3. Conciseness: Remove unnecessary words and deliver only the essential message. Example: Instead of "You can save the settings on the next screen," say "Save Settings."
4. Approachability: Use user-friendly language to reduce anxiety. Adjust the tone based on the brand's personality and connect with users. Example: Instead of "Error occurred," say "Oops, something went wrong! Please try again later."
5. User-Centered: Use intuitive and simple expressions instead of technical jargon to make text easily understandable for everyone. Example: Instead of "Network error," say "Please check your internet connection."

4. The Synergy of Brand Language and UX Writing

When brand language and UX writing align, they provide users with a consistent impression. Depending on the brand's characteristics, using either friendly or intuitive language can better reflect the user experience.

Example:

●????? Trustworthy Brand: Uses a "Confirm" button to express actions in an intuitive and trustworthy manner.

●????? Fun and Playful Brand: Uses a friendly tone like "Shall we confirm?" to create a sense of comfort.

5. Toss UX Writing: A Differentiated Approach from Other Financial Apps

Toss is loved by many financial users for its simple and smooth UX writing. Compared to other financial apps, Toss's UX writing stands out by going beyond just providing information; it aims to communicate emotionally with users.

●????? Use of simple and intuitive language

●????? Language that feels like a conversation with the user

●????? Minimizing unnecessary financial jargon

●????? Building trust with a consistent brand tone

5. Conclusion: Communicating with Users through Consistent Brand Language

UX writing serves as the communication channel between the brand and the user, playing a critical role in shaping the user’s product experience. By maintaining consistent brand language and UX writing, you can leave a positive impression on users in every interaction and build trust.

With UX writing that reflects the brand's personality, users will feel comfortable using the product and develop a favorable impression of the brand.

About the Editor : Noah

Noah, Creative Manager and Designer in the content localization services division at Uptempo Global, is an experienced expert specializing in UX/UI design for various web application products. He designs complex features during the planning stage to feel intuitive and simple for users, demonstrating a meticulous planning ability that never overlooks the smallest details.

Noah deeply immerses himself in the user's perspective and performs creative work based on a high level of understanding. Approaching design like method acting, he adds practical value beyond aesthetics.

About Uptempo Global:

Uptempo Global is dedicated to breaking down linguistic and non-linguistic barriers, making localization more accessible across all industries in the global digital AI era.

Uptempo's Localization AI Suite consists of over 10 modular solutions, supporting both experts and non-experts in efficiently managing the creation of high-quality, customized multilingual content. From UX/UI to BX, events, and merchandise, Uptempo covers a wide range of industries, including e-commerce, entertainment, and e-learning, through diverse content design and creative localization.

Explore Uptempo's Creative Design Works: https://bit.ly/3YAicDT

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