Avoid blaming labels

Avoid using button labels that elicit feelings of shame and fear of missing out when users want to unsubscribe or opt out from subscribing. Making users feel uncomfortable can trigger stress and anxiety and disrupt trust in the product.

In turn, modal dialogs usually request an action to be closed and require users' attention. It's important that users understand at a glance which action confirms a choice and which cancels that choice. A classic example of the most unclear word choice is a modal asking for users' confirmation for the cancellation of changes by offering two confusing buttons: Cancel and Yes.

Users stumble upon such ambiguities and slow down their flows. You make dialogs easier to close by avoiding vague language and making sure buttons are as specific to context as possible.