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5 times “smart” copy swung into graveyard humor
What do tea, Fabulous app, Stravinsky, Italian pasta, and Grammarly have in common? Awkward English.
You’ve probably heard of the r/Engrish thread, where people collect awkward use cases of the English language. I’m one of these collectors. But instead of making fun of misspelled words, I collect UX copy gone wrong.
Like in the Fabulous app (mental health and habit tracker coaching), where I found a button called “collapse”:
I had beef with this button. Because:
- Who gives a button such a long name (or a name at all) in an app (mobile devices = small screens)?
- Using “collapse” in a mental health app is a bad idea for users who might be struggling with depression.
I’ve been traveling Europe on a scavenger hunt for more awkwardness. There has been ample. Here are four more recent examples of UX and brand copy that were intended to be quirky but ended up a bit dark.
P.S. Quirky copy — is it good? I usually detest humorous copy (with the rare brilliant exception of CitizenM’s brand writing) as it very often turns out double-faced — you can read it in too many ways for your own good.
So, no, please don’t try to be smart.
German tea — I want to berry you
The phrase “I want to berry you” is a play on the word “marry,” as in to get married, substituting “marry” with “berry” to tie in with the tea’s berry flavor. However, “berry” as a verb could also suggest “to bury,” which has a completely different, darker connotation.
While the intent here is to be cute, combining the idea of love with the berry flavor of the tea, there’s a risk of it being read as “I want to bury you,” which is… let’s just say, less than romantic!
