Concise tone

A concise tone gives a lot of information clearly and in a few words; the resulting message is brief but easy to understand.

Sometimes designers and UX writers try to say too much in one short message. But when it comes to text on the web, less is more — especially if it concerns microcopy. According to the NN Group research, only 16% of people read on the web word-by-word. The rest 79% scan pages picking up keywords.^[1]

To help users scan text, remove unnecessary clutter. Sticking to one idea per paragraph reduces cognitive load and helps make decisions faster.