UX Principles

Welcome to the future!

Ray has developed a theory which implements fundamental UX design principles into our writing.

Wondering how visual concepts can make their way into written text? Here's how.

Ray also wrote a LinkedIn post on the topic.

UX principles for copywriting

Here are the six Gestalt's grouping principles:

1. Continuity
2. Similarity
3. Proximity
4. Common region
5. Figure-ground
6. Focal point

Let's take a look at how to apply them to copywriting. →

1. Continuity

The mind follows the simplest pattern. Setting patterns in pace, style, and tone in your first few lines will encourage people to continue reading.

E.g. if you want to incorporate humor into your writing, do so from the first sentence, so it doesn't jar the reader later on.

2. Similarity

The mind groups similar sizes, shapes, and colors together, even if they are not physically together.

E.g. add the same weight to different points you're making (no matter how far down the page) by using headings that are the same size.

3. Proximity

An object's closeness or distance from another suggests proximity in function too.

E.g. useful for information architecture. Readers will consider what they can see on screen more relevant in function than info coming later and currently off screen.

4. Common region

The mind groups objects within the same barrier.

E.g. useful for CTAs or asides/tooltips. Use barriers to differentiate your nice-to-know content from need-to-know content, giving people the option to 'read more' or click away.

5. Figure-ground

The brain will typically associate the smaller item on the page as the figure or focal point.

E.g. a must with negative space. Always ensure there's less copy than background activity so the reader can focus on what matters.

6. Focal point

The brain places a visual hierarchy on things that stand out against a regular pattern.

E.g. use bold, italics, and underlining to place emphasis on the information that matters most in your paragraph.