Designing Better Buttons: A Complete Guide to Button Labels

The text on a button can often be the deciding factor between a user taking action or abandoning the flow entirely.

So, when you’re looking at buttons, what drives you to click them?

Sure, many of you might say it’s about how the button looks, but more often than not, and whether we realise it or not, it’s the label that drives the decision.

Think of it this way: what users see online is like a conversation between a brand and the user.

Along with visual cues, the most important part of this conversation is the words we use.

The way we present information, the tone, and the choice of wording all shape the user’s understanding of who we are.

And so, if the wording isn’t clear or doesn’t help the user achieve their goals, they’ll likely leave.

That’s why it’s so important to design buttons with clear, action-driven labels.

Clear and straightforward text makes things easier to understand, speeds up the process, and, as a result, often improves conversion rates.

When users can easily grasp what a button does, they’re more likely to take the desired action.

What exactly does action-oriented language mean?

It means using words that tell users exactly what will happen when they click the button.

Let’s consider this scenario:

From a cognitive perspective, a user confronted with a button labeled “Submit” has to recall or infer what exactly will be submitted, whereas a button labeled “Subscribe to Newsletter” or “Create My Account” communicates intent immediately.

This tells users exactly what to expect.

After all, good button copy doesn’t just ask users to click, but it informs them clearly and concisely, what will happen as a result.

Clarity in button labeling leverages the principle of recognition over recall – the user recognises the action to be taken without having to remember the context.

“The user should not have to remember information from one part of the dialogue to another.”

This idea ties into our limited cognitive resources.

👉In short-term memory, people can usually hold around 7 items, give or take 2, without forgetting them.

So, if a user encounters multiple pieces of information between a button and the start of a section, they’re likely to forget what the button is supposed to do.

In that case, they may have to go back and remind themselves, disrupting the flow and making the experience less efficient.

Choosing the Right Button Labels

Be specific and use strong verbs.

👉Good button text typically starts with a verb that describes the action: e.g., “Download Report,” “Save Changes,” “Book a Consultation.”

This lets users know exactly what will happen when they click.

Contrast this with generic labels like “Submit” or “OK,” which are abstract and require the user to think “Submit what?” or “OK to do what?”, and the experience instantly becomes much less desirable.

Nielsen Norman Group consistently emphasises using task-specific words rather than generic ones.

For instance, if the user is adding an item to a cart, the button should say “Add to Cart,” not just “Add” – the context (“to Cart”) matters for clarity.

If an action is to publish a blog post, a button labeled “Publish” is clearer than an “OK” buried in a confirmation dialogue.

Balsamiq’s advice echoes this: avoid generic commands like “OK”, especially in dialogue boxes – instead, repeat or paraphrase the specific action so the user stays oriented (Designing for action: Best practices for effective buttons).

Keep it concise but meaningful.

👉Just like any other piece of information, users typically scan button text quickly.

A study by Baymard found that many users don’t even read beyond the first word or two on a button, relying on familiar shapes and colors to guide them.

Therefore, the first words should be the most informative (usually the verb and object).

One or two words are often ideal but not at the expense of clarity.

For example, “Continue to Payment” is longer than just “Continue,” but it sets the expectation of what’s next, which can reduce anxiety.

Clarity trumps brevity as long as the label isn’t overly verbose.

A classic microcopy heuristic is: what would you tell the user if they asked, “What happens if I click this?”

The answer, phrased briefly, often makes a good button label.

Use the user’s language and a tone that fits the context

Action-oriented doesn’t mean you can’t be conversational if that suits your product, but be careful: overly clever or cutesy labels can backfire if users don’t immediately “get it.”

An anecdote from a UX designer trying Medium.com’s editor illustrates this: the button to proceed with publishing an article was phrased as a question, “Ready to publish?” – which gave the user pause because it wasn’t a clear command.

The designer hesitated, unsure if clicking it would instantly publish the post or ask something else.

It turned out it led to a next step, not immediate publishing, but the wording was confusing to newbies.

👉The takeaway here is to clarify what will happen next.

In that case, something like “Save and Continue” or “Proceed to Publish” would have set expectations better.

Consistency in tone is also important: if most of your UI uses straightforward language, don’t suddenly use a slangy phrase on a critical button (e.g., avoid a jokey “Let’s do it!” for a serious action like submitting taxes)…

The language should instill the appropriate emotion: urgency for time-sensitive actions (“Register Now”), reassurance for sensitive ones (“Save Securely”), or neutrality for standard flows (“Next Step”).

Avoid Ambiguity and Unintended Interpretations

Certain words carry multiple meanings or implications.

For example, as Balsamiq notes, “Delete” vs “Remove” can imply different outcomes.

Always consider the user’s perspective: what might they think this action does?

Another common mistake is using internal jargon on buttons.

A label like “Execute Process” is technical and vague to an end-user; something like “Run Report” would be friendlier and clearer.

👉Psychologically, good button text also taps into motivation.

Phrasing can sometimes be tweaked to increase a user’s inclination to click.

For example, studies in marketing UX have noted that using first-person phrasing (“Start my free trial”) can outperform second-person (“Start your free trial”), presumably because it subconsciously personalises the action.

Such nuances might not always have large effects, but it’s worth considering A/B tests for important CTAs if you have the traffic.

Clarifying Outcomes and Setting Expectations

👉Every time a user hovers over or clicks a button, there’s a split-second question in their mind: “What is this going to do?”

A well-designed button answers that question before the user even has to consciously ask.

Clarifying the outcome of an action is essential for usability and user trust.

One of the core principles in UX is that any link (or button) is a promise.

The interface should promise a certain result (through the button’s text, tooltip, nearby instructions, etc.) and then deliver on that promise.

👉If a button’s outcome deviates from what was implied, it’s essentially a broken promise that erodes trust.

For example, if a button says “Free Download” but then asks for credit card info after clicking, the user will feel deceived.

Or if a “Next” button actually finalises a purchase without a review step, the user will be upset because the expectation was different.

Meeting users’ expectations is critical to keeping them engaged and satisfied.

Here are some strategies to clarify outcomes via button labels:

1️⃣ Use descriptive labels and supplemental text.

As discussed in the previous section, the button label itself should hint at the result (e.g., “Delete File” vs “Delete” alone). In cases where more explanation is needed, add a subtitle or tooltip.

This way, the user knows what’s coming next and isn’t blindsided.

2️⃣ Avoid surprises – no “mystery meat” buttons.

Each button should have a clear purpose.

Icon-only buttons are a common culprit here: if you use an icon with no label, make sure it’s a universally understood symbol or provide an accessible label.

If there’s any doubt, include a text label or at least a tooltip.

3️⃣ Match the button’s context to its outcome.

Users draw inferences from context.

If a button is in a dialogue titled “Edit Profile,” a button labeled “Save” will logically save profile changes.

But if that same “Save” button is floating by itself on a strange page, the user might wonder “, Save what exactly?”

Always ensure that the surrounding UI frames the action.

If needed, adjust the label to be explicit (e.g., “Save Profile”).

Also, be consistent: if one screen’s primary action advances to the next step and is labeled “Next”, don’t label the same kind of advance “Continue” on another screen – users might question if there’s a difference.

From a cognitive science viewpoint, people build mental models of how a system works and what to expect.

Clear outcomes help them build accurate models.

If your UI consistently behaves as expected (no hidden side effects, no unexplained jumps), users trust it and interact with it more freely.

Trust is cumulative: each fulfilled expectation reinforces it, and each broken expectation undermines it.

Never leave a user thinking, “What exactly will happen if I click this?”.

If that question could arise, refine the design…through better labeling, added contextual info, or adjusting the flow.

Communicate the outcomes of each action to respect the user’s need for predictability and create an environment of safety.

This encourages users to engage with your interface confidently rather than hold back due to uncertainty.

As a final takeaway, make sure every button answers these questions:

1️⃣ Is it clear what this does? (If not, rewrite it.)

2️⃣ Is it the smallest, simplest phrase that conveys the action? (If you can trim unnecessary words, do it, but don’t sacrifice specificity.)

3️⃣ Does it set the right expectation for the result or next step? (If not, consider adding a word or two like “… and Continue” or the specific object of the action.)

4️⃣ Is the tone appropriate? (Match your overall UX voice, and err on the side of clarity over cuteness.)

When you pay attention to microcopy in this way, you enhance usability and trust – users feel more in control when they understand exactly what will happen with a click.

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Sources:

1. Recognition vs Recall by Interaction Design Foundation
2. The magical number 4 in short-term memory: a reconsideration of mental storage capacity by National Library of Medicine
3. Better Labels for Website Links: the 4 Ss for Encouraging Clicks by Nielsen Norman Group
4. Button Design: Best Practices for Optimal UI Buttons by Baymard Institute
5. Designing for action: Best practices for effective buttons by Balsamiq
6. Links Should Open in the Same Window by Medium

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