Patterns in UX Writing

People love patterns in interfaces. Web design patterns such as breadcrumbs, dropdown menus, a shopping cart, and modals allow users to complete tasks much faster and more efficiently. The best thing about patterns is that users know what to expect from them and how to use them.

From the point of view of a UX designer, they are a set of guidelines for creating a specific design element or component. In UX writing, patterns are templates or best practices for writing copy for the most common components and elements. For example, buttons usually use imperative verbs to define an action, and a navigational menu can have nouns and verbs for labels, while adjectives are relatively rare.

Keep in mind that like web design patterns, UX writing patterns aren't universal, may not work for specific products, and always require testing with your audience. A subtle change in word choice can be a whole different ball game for user experience. For example, the button label "Join Us" is technically correct, but it may be somewhat confusing for users and make them wonder what happens after they click the button — do they subscribe to a newsletter, join a product's community, or simply sign up?

Buttons imply actions, and verbs are the best tool for encouraging users to act. More importantly, the microcopy on the button label should also be clear and contextual about what happens or what users get when they click it. For example, "Unmute now" is a more descriptive label when compared to a vague "Yes."

Should the UX copy patterns for links be the same as for buttons? The difference between links and buttons is that the latter refers to the most important actions on a page. Links, on the other hand, encourage browsing and imply that after clicking, users will be redirected somewhere else. Links can be longer and more descriptive, allowing you to add more of a brand voice. Although a traditional "Learn more" link can be used sometimes, a more specific alternative like "View other case studies" or "Continue reading" tell users much more about what they will find after a click.

According to the NN Group's guidelines, a good error and alert message should be:

• Explicit: The error message should be concise but informative, explaining clearly what has happened (or will happen if it’s an alert) and providing the solution to fix this problem. As far as possible, the instructions shouldn't ask users to go to another page, remember some new information, or make an extra effort.
• Polite: When an error occurs, the system should never act like it's the users' fault. Take the blame, apologize for the inconvenience, and direct users to the next step.
• Written in human language: Avoid technical jargon, code snippets, or abbreviations that say nothing to your users and scare them bluntly. Investigate different types of errors and talk to developers so you can explain even the hardest problem in a simple way.^[2]

Labels are brief text commands used in menus, tags, inputs, and other interface elements. Though small, they shape user perceptions by guiding actions. While writing labels:

• Avoid generic words and phrases. Words like “yes,” “no,” “okay,” “start,” “finish,” etc., aren’t explicit enough to describe what happens after users perform this action.
• Use verbs with nouns for context, but not always. While verbs paired with nouns like "Edit profile" or "Delete page" help clarify actions, you don’t need to add a verb to every noun if the meaning is already clear. For example, labels like "Settings" or "Favorites" are self-explanatory and don’t require additional verbs. Keep it simple when the action is obvious.
• Use nouns for actions that take users to other pages. Nouns do a great job indicating actions that occur on a different page — for example, "Addresses," “Favorites,” “Settings,” “Support,” etc. Nouns are also often encountered in labels for text inputs.
• Be short. Set a limit of 3-4 words and try to stick to it. It’s okay to omit articles like “a,” “an”, and “the,” as they make a label longer and sound more complicated.

Notifications can appear at times of anxiety or annoyance and can be exceptionally distracting or even intrusive. Here are some rules to keep in mind while writing notifications to make sure they don't irritate users:

• Keep it useful. Ask yourself, "Why do I need to send users this message? How does this notification help them?" If the notification requires users to take some action, be specific about it.
• Keep it short and simple. Cut any unnecessary words that don't add to the meaning of your text.
• Use a friendly tone. Avoid a patronizing tone — aim to bring on a smile and sound human. Don’t hesitate to use passive voice — it can feel more conversational, especially when focusing on the object or situation.

Forms often deal with confidential and sensitive personal data and payment details and should be as straightforward and informative as possible. However, despite their seriousness, they shouldn't be overwhelming.

Here's how to make forms user-friendly through UX writing:

• Provide precise field labels. Field labels are responsible for gaining actual data, and users should understand without any confusion what information they need to provide. For example, the billing address and shipping address may differ, so use the correct name for each field.
• Include data entry instructions when necessary, especially for fields requiring special formats (e.g., passwords). Keep the instructions short, clear, and easy to scan.
• The tone of the form's microcopy should be reassuring but persuasive, and humor can be notably helpful here. Witty or playful copy can put users at ease, help them relax, and prevent mistakes they might otherwise make when they're stressed.

Placeholders are small bits of text that offer hints, descriptions, or examples of what users should enter in a form. However, placeholders can disappear when users click into a field, which may cause confusion or strain short-term memory. To avoid this, don’t use placeholders if the form field labels are already clear.

Another issue is that users might mistake placeholders for pre-filled data. To fix this, add “e.g.” or “for example” before the placeholder and keep examples simple, like "[email protected]" for emails and "John Doe" for names.

You may also consider using floating labels, where the placeholder moves above the field when users click inside, keeping the guidance visible and accessible.

Tooltips provide some extra information about an element or a feature that isn't evident at first sight when users are performing a task. The main difference between a good and bad tooltip is the value it brings to users. If a tooltip confuses users or states the obvious, it's a poor user experience that needs to be rewritten or discarded.

Here are a few features of good tooltips:

• They don't contain critical information. If users don't find the tooltip or forget what it says, they should still be able to complete the task without it. The tooltip should never contain vital information that users need to refer to frequently.
• They're short. Usually, tooltips are just up to 150 characters long and are remarkably straightforward. Imperative verbs can be very helpful when giving a brief command on what users should do.
• They're helpful. Obvious or redundant tooltips are disappointing for users as they bring no value. If you can't come up with a useful tooltip, don't offer one at all.^[3]

Push notifications are meant to engage users to return to an app and drive action. The stats say that push notifications can increase app engagement and app open rates.^[4] The downside of push notifications is that users can ignore them or turn them off completely.

Here's how to engage your audience with push notifications:

• Make it personalized. Push notifications work better when you personalize them by using first names or delivering information that resonates with each individual. For example, Netflix notifies users only about shows they've already watched or those with similar content instead of random updates.
• Be relevant and timely. It's a no-brainer that most users are likely to order food when it's lunchtime than after midnight. Good timing in tandem with a snappy, encouraging copy have more chances of making users tap a notification and open a food delivery app.
• Stay actionable and engaging. Imperative verbs and words like "save," "free," "% discount," "promo code," "new," "last" ignite users' curiosity. Focus on emphasizing things that may trigger users' needs for protection, food, recognition, respect, or accomplishment.