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
Conversational, but credible
We talk like a knowledgeable colleague, not a manual. 25 years in the game, but we don't name-drop. Confidence is quiet.
Plain-spoken, not dumbed down
We explain complex things simply because we understand them deeply. No buzzwords, no jargon shields. If a 10-year-old couldn't follow the structure, rewrite it.
Self-aware, occasionally self-deprecating
We don't take ourselves too seriously. Software is serious work; software doesn't have to be serious.
Empathetic first
We remember what it's like to be the user. Frustrated. Confused. Under deadline. Our copy should feel like someone's got your back.
Inclusive by default
We write for everyone. No assumptions about gender, ability, background, or technical fluency. "Hey folks" not "Hey guys."
Global-ready
Our words travel. Avoid idioms that don't translate, cultural references that assume US context. Clarity always wins.
Tone by Context
Our voice stays consistent, but tone adapts to the situation
| Context | Tone | Example |
|---|---|---|
Success | Celebratory, light | “Done! That was almost too easy.” |
Error | Calm, helpful, never blame | “Something went sideways. Here's what we know...” |
Empty state | Encouraging, wit welcome | “Nothing here yet. The world is your oyster. Or spreadsheet.” |
Onboarding | Warm, guiding | “Let's get you set up. This won't take long.” |
Loading | Patient, maybe playful | “Working on it... / Crunching numbers...” |
Destructive | Clear, serious, no jokes | “This will permanently delete 3 items. This can't be undone.” |
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 smart colleague?
- Does this respect the user's time and emotional state?
- If there's a joke, would it land for a 40-year-old PM who's been in tech for 15 years?
- Is this clear first, clever second?
- Could this make someone feel excluded?
- Will this survive translation?