Do not astonish

The Principle of Least Astonishment might sound like an indie movie, but in UX writing, this principle guides every word to feel intuitive, almost invisible. It’s the art of crafting language that aligns so seamlessly with expectations that users glide through interfaces without a hitch.

Imagine a button labeled “Submit” on a form. It’s predictable, clear, and does exactly what it promises. Swap it for “Launch” or “Go,” and suddenly users pause, uncertain. That flicker of doubt breaks the flow. UX writers have the power to prevent this. By choosing words that match mental models (how people already understand systems) we create experiences that feel effortless. Consistency matters: if “Save” works in one menu, don’t switch to “Store” elsewhere. Clarity trumps cleverness.

This principle demands empathy. You study your audience, learn their vocabulary, and mirror it. A finance app shouldn’t sound like a gaming platform. Predictability in language reduces errors and boosts confidence.

Yet, least astonishment doesn’t mean dull. It’s a canvas for delight within boundaries. A confirmation message can say “Got it!” instead of “Success,” adding warmth without disrupting function.

Apply this principle, and your writing becomes a silent guide, empowering users to move forward without a second thought.