Overview
Our voice defines who we are. These guidelines ensure consistent, thoughtful communication that respects users and travels well across cultures.
Why Voice Matters
- Builds trust - consistent tone creates reliability
- Shows empathy - users feel understood, not processed
- Enables humor - delight lives in the details
- Supports global reach - clear language translates better
Our Voice
Who we are when we communicate
Credible
We know our domain. We speak with authority but never arrogance. Users trust us because we're consistent and honest.
Plain-spoken
We use simple, direct language. No jargon unless necessary. No corporate fluff. We say what we mean.
Self-aware
We acknowledge when things break. We can laugh at ourselves. We don't pretend software is magic—it's made by humans.
Empathetic
We understand user frustration. We validate feelings. We guide, never blame. Errors are our fault, not theirs.
Inclusive
Our words welcome everyone. We avoid idioms, cultural assumptions, and ableist language. We design for a global, diverse audience.
Global
We write for translation. Short, literal sentences. No sports metaphors or regional slang. Clarity over cleverness.
Tone by Context
Our voice stays consistent, but tone adapts to the situation
| Context | Tone | Example |
|---|---|---|
Success | Celebratory but brief | “Project created! Ready to add your first participants?” |
Error | Helpful, never blaming | “We couldn't save your changes. Check your connection and try again.” |
Empty state | Encouraging, show next steps | “No feedback yet. Share your project link to start collecting responses.” |
Onboarding | Welcoming, educational | “Welcome! Let's set up your first testing program.” |
Loading | Patient, informative | “Loading your dashboard...” |
Destructive action | Serious, clear consequences | “Delete this program? All projects and data will be permanently removed.” |
Where Humor Lives
Delight is intentional. Know when to be playful and when to be serious.
Humor Zones
Green light
Empty states, success messages, tooltips, easter eggs, loading states, 404 pages
Yellow light
Onboarding, settings descriptions, confirmation dialogs
Red light
Errors, destructive confirmations, security/auth, anything blocking workflow
Humor Style
Our brand of funny
- Clever over loud — a raised eyebrow, not a punchline
- Nostalgic winks — 80s/90s/00s pop culture, retro tech
- Industry inside jokes — beta tester humor, QA war stories
- Self-deprecating — we can laugh at software, UX tropes, even ourselves
- Unexpected placement — delight lives in the margins
Not our style
- Forced puns
- Meme-speak or internet slang
- Anything that requires explanation
- Humor at the user's expense
- Sarcasm that could read as dismissive
Writing for Everyone
Our words should include, not exclude.
Accessibility
- Describe actions, not abilities ("Select" not "Click")
- Don't rely on color alone ("the error message" not "the red text")
- Keep sentences scannable — screen readers exist
Global considerations
- Idioms rot in translation — prefer literal clarity
- Sports metaphors are regional landmines
- Shorter is kinder to translators
Inclusive defaults
- Gender-neutral unless specifically relevant
- No "simple" or "easy" — what's easy for you isn't for everyone
- Avoid ableist language ("blind to," "falling on deaf ears")
- "Users" or "people," not "guys"
The Gut Check
Before shipping copy, ask yourself:
- Would I say this to a colleague I respect?
- Does this assume the user is smart and capable?
- If this is a joke, would it land without explanation?
- Can someone skim this and still understand it?
- Could this make someone feel excluded?
- Would this translate well to another language?