A random collection of things that inspire, interest and trouble me
from the world of design, politics, art and culture.

Good language is part of the experience

Posted: April 11th, 2010 | Author: ktcita | Filed under: language, user experience | Tags: , , , | No Comments »

There are plenty of great examples on the web of how companies use certain styles of language to brand their customer’s experience. This is one I came across recently in on Pattern Tap: an irreverent take on the usually boring ID process that doesn’t, I think, take away from the seriousness of the sign in process. Perhaps it would not be appropriate say for a company with an older audience for whom carding might be a long-forgotten experience, but for a younger audience, I think this language is spot on.


I am working on a job at the moment that requires a user to sign in before redeeming loyalty benefits. The problem is that the  company’s standard sign in is dry, and completely lacking in any of the character that the company is known for.  I am hoping to get a chance to talk to those responsible and urge them to vamp up their sign in process a little.