Introduction to microscopy by various experts
Posted: Mon Jan 27, 2025 10:43 am
Every word we use has a meaning, a purpose, and an effect. That’s why microcopy is so important – those little bits of text that can completely change a user’s experience. We asked different WAM experts to explain the importance of microcopy in different areas of marketing.
microcopiesUsing words appropriately, adapting them to the context and the interlocutors, has become a necessity. Marketing messages are increasingly thought out and focused on attracting the consumer's attention in a subtle way that touches their hearts. In this context, microcopy emerges .
What is a microcopy?
What is a microcopy?
Christopher Murphy and Nicklas Persson in their book “The Craft of Words” explain that microcopy: “Is the craft of words at a micro level, considering how words can satisfy a functional requirement by aiding and cyprus phone number data enhancing design interactions, improving interfaces for both function and delight, and assisting a user on their journey.”
In other words, they are the smaller pieces of text that guide the user's experience through a website, an app, an email, etc. Each of these pieces, no matter how small, must take into account the user's context and the brand's tone to create a combination that is useful, concise, and brief.
AirBnB microcopyMicrocopy is, for example, a text that highlights the user's benefit . For example, instead of “Subscribe” a good copy would be “Access exclusive content”. Or, to give a specific example, we can see how AirBnB reminds the consumer, in a very simple and quick way, that if they click “Continue” they will not be charged anything. These are texts that help the user and make their experience much better.
microcopiesUsing words appropriately, adapting them to the context and the interlocutors, has become a necessity. Marketing messages are increasingly thought out and focused on attracting the consumer's attention in a subtle way that touches their hearts. In this context, microcopy emerges .
What is a microcopy?
What is a microcopy?
Christopher Murphy and Nicklas Persson in their book “The Craft of Words” explain that microcopy: “Is the craft of words at a micro level, considering how words can satisfy a functional requirement by aiding and cyprus phone number data enhancing design interactions, improving interfaces for both function and delight, and assisting a user on their journey.”
In other words, they are the smaller pieces of text that guide the user's experience through a website, an app, an email, etc. Each of these pieces, no matter how small, must take into account the user's context and the brand's tone to create a combination that is useful, concise, and brief.
AirBnB microcopyMicrocopy is, for example, a text that highlights the user's benefit . For example, instead of “Subscribe” a good copy would be “Access exclusive content”. Or, to give a specific example, we can see how AirBnB reminds the consumer, in a very simple and quick way, that if they click “Continue” they will not be charged anything. These are texts that help the user and make their experience much better.