Sensible

BRANDS, PLANNING AND OTHER INTERESTING THINGS

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It’s a pernicious genre based on one simple principle: the “idea” must be big enough to seem profound, but it mustn’t be so profound that it cannot be memorised by halfwits and used in PowerPoint presentations. The key thing, though, is that it must not, under any circumstances, be subjected to critical scrutiny.
Disruptive ideas lanced in The New Yorker, via The Guardian

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Talk To Your User Like You’re A Newspaper Editor

“Use a tone that’s informal and friendly, but not too familiar. You want to avoid being stilted or too formal, but you don’t want to risk sounding falsely jovial or patronizing. Remember that users are likely to read the text in your UI many times, and what might seem clever at first can become irritating when repeated.

"Think like a newspaper editor, and watch out for redundant or unnecessary words. When your UI text is short and direct, users can absorb it quickly and easily. Identify the most important information, express it concisely, and display it prominently so that people don’t have to read too many words to find what they’re looking for or to figure out what to do next."

From the apple app design guide