This article describes conversational writing and why we need to use it in our apps and websites. Examples are provided to show the principles. In the article “What is microcopy” I wrote that microcopy usually needs to be written in a conversational style rather than in formal stilted language. Why? Well we are trying to build a relationship with our readers or users, and we want them to feel that there is a real person who cares about them on the other side and understands t

This article provides some tips for when you are creating forms. Forms must be simple, clear and non-threatening. The reason you have a form is because you want the user to do something. It might be to sign up for a newsletter, subscribe to a site, or purchase something. Because you want the user to do something, they automatically become wary. Why do they want my email address? Will I be inundated with spam? Are my credentials safe? And the list goes on. This article assumes