Voice & Tone

Voice and tone guidelines ensure consistent, clear, and human communication across all touchpoints.

Voice Principles

The core attributes that define how we sound.

Clear

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

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

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

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 tone adapts to different contexts and situations.

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.

Practical Application

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 Examples

Avoid These

Error Messages

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

Good Example

Your password must be at least 8 characters long.

Avoid This

Error: Password validation failed.

Form Labels & Help Text

Use clear, concise labels
Provide help text for complex fields
Indicate required fields clearly (e.g. with an asterisk or "(required)")
Use sentence case for labels

Full name *

Please enter your full legal name.

Voice & Tone in Practice

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.

Workspace name

2. Invite your team

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

Email addresses

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".
Helpful:Explains what a workspace is and why team members should be invited.
Confident:Guides the user without being hesitant or apologetic.

Download Full Voice & Tone Guide

Voice Principles

The core attributes that define how we sound.

Clear

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

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

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

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 tone adapts to different contexts and situations.

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.