From Google Ventures: 5 Rules For Writing Great Interface Copy | Co.Design
Eric Nakagawa stashed this in design
Daniel Burka recently wrote about how my visually unsophisticated (it’s okay, you can say “ugly”) prototypes often perform well in user research--regularly beating out beautiful, polished, sexy prototypes.
1. Clarity is king. Be precise and concise.
2. Personality doesn't matter.
3. Don't hide key things. Just tell me.
4. People do read.
5. Include writing as part of the design process.