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Voice & Tone

Our voice and tone guidelines ensure consistent, clear, and human communication across all touchpoints with our users.

Voice Principles

The core attributes that define our brand voice

Clear

We communicate directly and simply, avoiding jargon and unnecessary complexity.

Do

  • Use simple, straightforward language
  • Break complex ideas into digestible pieces
  • Be specific and concrete

Don't

  • Use technical jargon unnecessarily
  • Write long, complex sentences
  • Be vague or ambiguous

Human

We speak like real people, with warmth and personality, not like machines or corporations.

Do

  • Use conversational language
  • Show empathy and understanding
  • Use contractions (we're, you'll, it's)

Don't

  • Sound robotic or overly formal
  • Use corporate buzzwords
  • Forget there's a person on the other end

Helpful

We focus on being useful and providing value, anticipating user needs and questions.

Do

  • Provide actionable information
  • Anticipate questions and answer them
  • Focus on user benefits

Don't

  • Leave users wondering what to do next
  • Focus on features without explaining benefits
  • Assume users know everything

Confident

We speak with authority and expertise, but without arrogance or condescension.

Do

  • Be direct and assertive
  • Use active voice
  • Show expertise through clarity

Don't

  • Be hesitant or apologetic without reason
  • Overuse qualifiers (sort of, kind of, maybe)
  • Talk down to users

Tone Variations

How our tone adapts to different contexts

Celebratory

For achievements, milestones, and positive moments. Enthusiastic, warm, and encouraging.

"Congratulations! You've successfully completed your first project. That's a big achievement!"

Instructional

For guides, tutorials, and help content. Clear, step-by-step, and patient.

"First, select the element you want to modify. Then, use the properties panel to adjust its appearance."

Supportive

For error messages, troubleshooting, and challenges. Empathetic, helpful, and solution-oriented.

"We couldn't save your changes. This might be due to a connection issue. Try again or save a local copy of your work."

Informative

For product updates, announcements, and documentation. Clear, concise, and straightforward.

"We've updated our color system to improve accessibility. All components now meet WCAG 2.1 AA standards."

UX Writing Guidelines

Best practices for interface copy

Button Labels

  • Use verb-noun format for clarity (e.g., "Save changes" not "OK")
  • Be specific about the action (e.g., "Add to cart" not "Add")
  • Keep labels concise (1-3 words)
  • Use sentence case (e.g., "Create project" not "Create Project")

Good

Save changes

Add to cart

Create project

Avoid

OK

Add

CREATE PROJECT

Error Messages

  • Be clear about what went wrong
  • Provide a solution or next step
  • Use a helpful, not accusatory tone
  • Avoid technical jargon

Good

Your password must be at least 8 characters long.

Avoid

Error: Password validation failed.

Form Labels & Help Text

  • Use clear, concise labels
  • Provide help text for complex fields
  • Indicate required fields
  • Use sentence case for labels

Content Patterns

Standardized approaches for common content needs

Empty States

When a user encounters an empty list, dashboard, or feature for the first time.

No projects yet

Create your first project to get started

Confirmations

When asking users to confirm a significant or irreversible action.

Delete project?

This will permanently delete "Project Name" and all its contents. This action cannot be undone.

Success Messages

When confirming that an action has been completed successfully.

Project created successfully

You can now start adding content to your project.

Voice & Tone in Practice

See how our voice and tone principles apply in different contexts

Welcome to [Product Name]

Let's get you set up in just a few steps

1. Create your workspace

Your workspace is where all your projects live. Give it a name that your team will recognize.

2. Invite your team

Collaboration is better together. Invite teammates to join your workspace.

Separate multiple emails with commas

Voice & Tone Analysis

  • Clear:

    Instructions are straightforward and easy to understand.

  • Human:

    Uses conversational language like "Let's get you set up" rather than "Setup process".

  • Helpful:

    Explains what a workspace is and why team members should be invited.

  • Confident:

    Guides the user without being hesitant or apologetic.

Download Voice & Tone Guide