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This was highlighted by Kimberley Crofts (who I had the pleasure of working with at Sky, and is a pretty damned awesome designer gone UXD), on her jolly fine blog.

There are plenty of great examples on the web of how companies use certain styles of language to brand their customer’s experience. This is one I came across recently in on Pattern Tap: an irreverent take on the usually boring ID process that doesn’t, I think, take away from the seriousness of the sign in process. Perhaps it would not be appropriate say for a company with an older audience for whom carding might be a long-forgotten experience, but for a younger audience, I think this language is spot on.

One I definitely recommend following. Go see what else she is saying.

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