Small text: The most important part of design that almost no one designs


Small text, unlike the title of this article, is a short text in an interface that guides you and tells him what to do. Examples of such texts are "forward" or "put away order" in an online store, cookie notifications, or descriptions of product categories. Small text is one of those no-good designs that few people think about until it comes to designing it. Thus, important decisions are often made in the last meters of a project when the whole race is proposed to finish as soon as possible or the designer creates a wire model with a basic idea for a text that then ends in the final design. 


Small text, however, deserves further emphasis. Text is literally our main method of disseminating information. Just because the text is short doesn't mean it's not important. On the contrary, it is art to deliver information with the fewest words and not a good sense when such art is to take place in a short period of time at the final point of design.

Small text has a real impact on people's behaviour. This experiment shows a more than 10% difference in CTR based on different text in a key that moves the user to the next page.

Small text has a huge impact on website experience and can determine sales and functions. Who hasn't been far in the buying process and seen a message that confused a man? Confusion must hesitate, hesitation becomes doubtful, wrapped causes none of the purchases to be made.

Small text must meet some criteria to achieve the best results. It must be written with the user in mind because the user is the one who will use the text. Therefore, it may be important to nail down the role of the small text at the beginning of the project because in the process the user experience is formulated along with the content of the website.

However, there are four features that characterize good small text.

short

Small text should be, as its name suggests, small. Simplicity is key and the user should hardly notice the text, so quickly read it should be. The best little text is precisely the power that the user zooms over the page and knows exactly what its role is, what to do next and how he does it, without "reading" any object.


clear

Small text must be clear provided there is no time or place to further explain what we mean. The small text explains its own existence, next actions, and the purpose of the page in one moment. If the user needs to read text two or more times to understand what it says, the small text is not performing their role.


Encourage action

Small text should encourage the user one way or another. He's supposed to tell him how he uses the site, what features are available, and what he gets out of those actions. All of this encourages action that is exactly what we want from the user.


eHarmony is a dating site and plays with the user's reason and goals before encouraging him to take the next steps.


Consistent with the brand

Small text is the brand's most important expression. Photos, icons, color selections and figurines are important in the large context, but when the user reads text on a website, the website is speaking to them. This is the opportunity to create and shape the brand's personality. Here you can write texts such as that the brand is a real person. Therefore, it is so important that the text is consistent with the brand, thereby creating the right experience.

All websites that service large numbers of users need to be careful about small text and the small text needs to be continuously evolved. It's never enough to accept that the text works, you're always supposed to be looking for better text. 

That's why it's so important to try. Which is better to say "Buy Now" or "Put in a Basket"? It's hard to say, let the user have your way. Let's set up an experiment where 1,000 users see a separate button. Which button gets more clicks? 

There are tools that make experiments like this simple and there is no excuse for not thinking about the small text. Try everything, always and let the data guide you.

Small text, unlike the title of this article, is a short text in an interface that guides you and tells him what to do. Examples of such texts are "forward" or "put away order" in an online store, cookie notifications, or descriptions of product categories. Small text is one of those no-good designs that few people think about until it comes to designing it. Thus, important decisions are often made in the last meters of a project when the whole race is proposed to finish as soon as possible or the designer creates a wire model with a basic idea for a text that then ends in the final design. 

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