How to handle emotion-driven copy

We’ve recently been working with clients that offer people support when they need it most, including MOMO – an app that helps young people express their views more clearly. Through Comic Relief’s Tech For Good programme we’ve also been working with Relate – the UK’s largest provider of relationship support.

In these cases, the copy has to work hard to guide users who are likely in a vulnerable situation.

One word can easily become a trigger that trips a user up and changes the course of their interaction with the service you’re writing for. In contrast, a service with no personality can feel cold and callous to a user in a sensitive mindset.

How should you balance giving information with managing a user’s feelings?

Don’t assume

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