Users expect products to share some similarities with other products they regularly use. This makes it easy for them to become familiar with the new product without any additional learning costs. It may sound a little counterintuitive, but the more familiar your design is to others, the faster users can learn to use it, which enhances their experience.

The less-is-more design principle was originally proposed by the architect Ludwig Mies van der Rohe. For UX, the underlying aim of this is simple: reducing the operational and cognitive costs of the users. In placing value on this, the design’s usability and consistency improve.

Just as simplicity has become a best practice in visual design, UX-focused copywriting should avoid technical terms and opt for simple language. Users are busy, they’re on the go, they’re multi-tasking, so use words in your design that are closest to the user’s thoughts.