Tiny bits of text—like error messages, tooltips, and empty states—are finally getting the attention they deserve. Microcopy is no longer an afterthought. It’s becoming a powerful design tool for infusing personality and guiding users through frustrating moments with a little more grace (and a lot less friction).
Take the 404 Error page, for example. It’s what shows up when a user tries to access a page that doesn’t exist. Typically, it’s a dead end, with a message like “Page not found.” It’s one of the most overlooked spots on any site—and one of the most human moments in the user experience.
When I designed the 404 page for MilGears, I saw an opportunity. Instead of the usual dry response, I rewrote the message to say: “Doesn’t that just grind your gears?” It was a nod to the site’s name, and it added just enough personality to turn a dead end into a grin. The client loved it. Users noticed it. And it reminded me that even the smallest corners of a site deserve intention.