Language is much less neutral than what you often realize. The truth is that your choice for words does affect and/or is a reflection of how you see the world. This is why, as a user experience practitioner, you need to place special awareness on the connotations of the terms you pick.We do have techniques – such as card-sorting – that help us with labels selection. But the question here is much deeper: how do you call the people you are designing for?Look at the image above from Liz Sanders; founder of the company MakeTools. It provides a clear overview of the most common words that are used to describe people who buy and use the products and services that we design.The Language of these la...