I develop software, and by extension write a lot of text intended for another person, ranging from on-screen labels, full-blown user manuals, FAQs, tips, e-mails, even comments in code. Having to write means that when I read, I do so with a critical eye.
I'm not qualified to give a complete overview of writing styles for different situations, but I can tell you one thing I hate wherever I read it: anthropomorphism.
Anthropomorphism is making something human (see the Wikipedia definition here) - for example, the way help text is presented using the Office Assistant (Clippy). Any text that describes a non-human product using "I..." makes me angry. Angry, people.
Contrast these real-life blurbs I found on the back of two of my wife's conditioner bottles:
| Blurb 1:
I'm deliciously hydrating. Give your hair a drink. I say you can never have too much of a good thing. So say "hello" to a deep dousing of lush hydration with my rich formula... | Blurb 2:
Sparkle and shine with my new limited edition conditioner. With delicate cashmere extracts and light reflecting crystals to leave your hair soft and smooth with a shimmering shine. Collette Dinnigan. |
See how confusing the first one is? It took me a couple of times reading over it to understand who the "I" was. Was it me (the reader)? Surely no self-respecting copy-writer would give human attributes to the liquid in the bottle?
The second one is written as if it's a personal note from Australian fashion designer Collette Dinnigan but yet maintains a "casual professional" tone. Much better.
Please, your products aren't "I"s.
Thomas is on holidays, sunning himself (Christmas and New Year fall smack in the middle of the Australian summer - a great time to have the month off!)
Tags: writing, style, anthropomorphism, documentation
posted @ Wednesday, January 07, 2009 10:27 PM