Microcopy is small text - often a sentence - found on many websites that contain information to efficiently navigate the website. Bill Beard from the UX magazine Smashing Magazine states that, "it’s the little text that can make or break your user experience." It is most commonly found on forms. Another common location is sign up sheets, loading screens and error messages. Examples of microcopy are the "Forgot Password" messages/links at almost all sign-in forms. These subtle additions significantly elevate the user experience.
For instance the use of microcopy is evident from a screen grab of the Smashing Magazine article 5 Ways to Prevent Bad Microcopy. The right side of the screen contains a section to subscribe to their newsletter. Microcopy contains important, relevant information such as how frequently the newsletters are sent, how to sign up, and the number of people who have already subscribed.
Another simple example and personal favourite of mine is the Google Chrome page when not connected to the internet. The dinosaur is a metaphor for a time without technology and is equating no internet to it. Secondly, it's a game which gives the user something to do while waiting for his/her laptop to connect to the internet.
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| Too many hours have been spent playing this game |
The use of microcopy is common on loading screens or menus and the following are just samples from some of the games I have on my phone and one from Top Hat.
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| Reference to the in game currency |
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| War and Peas... |
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| Other common military-ant activities are also used |
Microcopy can be used to insert witty text to make light of an error such as the Google Chrome example or to make the site more lively and entertaining as a whole. Inserting such text is an easy way to transform a dull site without a lot of effort. Dull error messages too can be replaced with more interesting messages that convey the same information. They can also be used tongue-in-cheek or with a lot of sass to draw a smile on the user. For instance, the timeout message on 9gag.
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| I need messages like this when I am doing homework |
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| I don't need you judging me Netflix |
Strictly speaking, microcopy does not have a lot of practical value. Websites can still be navigated without it. However, it makes it considerably easier and more enjoyable for the user. It is like a paint job on a car. It doesn't improve the performance in any way but it looks a whole lot better.
Bibliography
https://www.smashingmagazine.com/2013/06/five-ways-prevent-bad-microcopy/http://scalar.usc.edu/works/netflix-culture/are-you-still-watching
https://uxdesign.cc/the-magic-of-microcopy-a56c5decbe1f#.7hx5896ki
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