lorem ipsum
When designing any application, be it web or mobile, there are two elements that primarily establish the experience it brings about for its users — the visuals and the content.
在设计任何应用程序(无论是Web还是移动应用程序)时，主要有两个要素来建立它为用户带来的体验- 视觉效果和内容 。
As designers, our area of expertise and focus is inadvertently ALWAYS visual design. We begin our processes at research, establish design principles and style guides, and end up creating pixel perfect visual designs. Through several rounds and various types of testing, we determine if these designs can be deemed fit for our users to consume.
作为设计师，我们的专业领域和重点始终是视觉设计。 我们从研究开始我们的过程，建立设计原则和样式指南，最后创建出像素完美的视觉设计。 通过几轮测试和各种类型的测试，我们确定这些设计是否适合用户使用。
What we fail to realise most days is that though we get one aspect of our experience exactly right, we lose sight of the other altogether.
大多数日子，我们未能意识到的是，尽管我们完全正确地把握了我们的经验的一个方面，但我们却完全忽略了另一方面。
Lorem Ipsum has become our worst enemy.
洛雷姆·伊普苏姆(Lorem Ipsum)已成为我们最大的敌人。
While initially designing any UI, we put in so much thought into our visual elements, that the copy that goes within those visuals gets side-tracked. While so engrossed in creating our perfect designs, we use the first copy that comes to our occupied minds. We tell ourselves “I’ll change that up to fit our aesthetic later”. But more often than not, it is the same copy that ends up not just in the final designs, but in the developed product as well.
最初设计任何UI时，我们在视觉元素中都花了很多心思，以至于这些视觉元素中的副本都受到了跟踪。 虽然全神贯注于创造完美的设计，但我们使用的第一份复制品就摆在我们的脑海中。 我们告诉自己“以后我会改变它以适应我们的审美”。 但是，往往是同一份副本不仅出现在最终设计中，而且最终出现在开发的产品中。
Copy text contributes as much to the tone and theme of an application as visuals do. It firmly distinguishes between an organisation that wants to establish a casual relationship vs another that needs to maintain a certain formal demeanour with their users. This allows the former to use an entertaining 404 message as shown below instead of the standard “Page not found. Please return Home or use a new keyword instead” as used by the latter.
复制文字对应用程序的色调和主题的贡献与视觉效果一样。 它坚定地将想要建立休闲关系的组织与需要与用户保持某种正式举止的组织区分开来。 这允许前者使用如下所示的有趣的404消息，而不是标准的“找不到页面”。 请返回Home或改用新关键字“”(后者使用的关键字)。
Copywriting is not a new concept. Marketing and branding agencies have employed quick-witted writers since the very beginning to chalk out the perfect slogans and tag-lines. It’s only since some time now that larger digital organisations are seeing the profit, and thus buying into investing into copywriters and the talent they bring to the table.
文案并不是一个新概念。 从一开始，市场营销和品牌代理机构就雇用了机智的作家，以写出完美的口号和标语。 直到现在，大型数字组织才开始看到利润，因此开始投资于文案撰稿人和他们带来的才华。
As designers, copywriting is another skill that we need to inculcate into not just us, but also our standard processes. We need to be able to take a moment, draft up that perfect copy that would be user appropriate, and fit it into our pixel perfect designs.
作为设计师，文案写作是我们不仅要灌输我们自己，而且还要灌输我们的标准流程的另一项技能。 我们需要花一点时间，草拟出适合用户的完美副本，然后将其放入我们的像素完美设计中。
The prefect copy should be drafted keeping the following in mind.
拟定省长副本时应牢记以下几点。
1.应用程序的主题- (1. The theme of the application —)
The kind of verbiage we use needs to match the tone of the entire application. For example, a website that is meant for high end corporates cannot throw around phrases like ‘Hello fellow human’ or use a clever illustration to depict a page not found. Communication needs to be straight forward and to the point.
我们使用的语言类型需要与整个应用程序的语气相匹配。 例如，面向高端公司的网站不能乱扔“ Hello同伴”之类的短语，也不能使用巧妙的插图描绘未找到的页面。 沟通必须直截了当。
But when an application wants to bond with their users, build a casual and fun relationship; that’s when we can go all out with our copy and visuals. The colour palette can be as vivid and vibrant as we want it to be, and the copy can be cavalier and informal, as required.
但是，当应用程序想要与用户绑定时，建立一个休闲而有趣的关系； 到那时我们就可以全力以赴地制作副本和视觉效果。 调色板可以像我们想要的那样生动活泼，并且副本可以根据需要灵活而随意。
Our first instinct is to use delightful illustrations that amuse the user, as well as capture their attention. We need to draft copy that compliments not just these graphics, but also the overall UI.
我们的本能是使用有趣的插图来吸引用户并吸引他们的注意力。 我们需要草拟一份不仅要补充这些图形，还要补充整个UI的副本。
2.目标受众- (2. Target audience —)
Once we’ve understood the tone that needs to set using our words, it is important to understand what words to use. The keywords and verbiage we use, need to be understood and grasped by our user instantly.
一旦我们了解了需要使用单词设置的语气，那么重要的是要了解要使用的单词。 我们使用的关键字和词汇需要用户立即理解和掌握。
As designers, we understand very well how to place certain elements and create visuals that connect with our user. We aim at creating designs and experiences that bring out certain emotions from within our users.We need to train ourselves to do that using words too.
作为设计师，我们非常了解如何放置某些元素并创建与用户联系的视觉效果。 我们的目标是创造设计和体验，使用户内部产生某些情感，我们也需要训练自己使用单词来做到这一点。
For example, when designing for a younger demographic, using their slangs works very well for an organisation. Whereas when targeting an older demographic, using more formal sentences might make more sense. Copy writing needs to be one of the elaborate processes we follow to create ideal experiences for our users.
例如，在为年轻的人群设计时，使用他们的语对组织而言效果很好。 而针对较早的受众群体时，使用更正式的句子可能更有意义。 复制写作必须是我们为用户创造理想体验所遵循的复杂过程之一。
Training to write design copy is not as tricky as it may seem. Just as we do while designing, research about what needs to be conveyed to the users, research some more about our target audience, and when it finally comes to it, use correct punctuation and appropriate verbiage to draft up clear and concise phrases that create a channel of clear communication.
编写外观设计副本的培训并不像看起来那样棘手。 正如我们在设计时所做的那样，研究需要传达给用户的内容，研究更多有关目标受众的信息，并最终涉及到目标受众时，使用正确的标点符号和适当的措词来草拟清晰明了的短语，从而形成清晰的沟通渠道。
A quick tidbit — remember to practice the habit of creating the perfect copy EVERY SINGLE TIME you need add content to your UI. And don’t forget to stay away from Lorem Ipsum!
快速提示–记住要习惯每当您需要向UI添加内容时就创建完美副本的习惯。 并且不要忘记远离Lorem Ipsum！
The quicker we instil copy writing into our skillset and processes, the quicker we move towards completing the whole circle of design ourselves. Happy writing, happy designing!
我们越快将复制文字注入我们的技能和流程中，我们就越快地自己完成设计的整个循环。 快乐写作，快乐设计！
翻译自: https://uxdesign.cc/lorem-ipsum-is-our-enemy-perfecting-the-copy-in-design-2e42db395fa9
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