Jump to: Voice and tone
Scopes
Voice and tone
How the product speaks: the words in every component.
Question 1 of 5 · 4 possible answers
Which kinds of copy does it need?
The groups of words the product writes.
- Labels and messagesPicked by Dense data
- Labels, messages and helpPicked by Accessible first
- Labels, messages and articlesPicked by Content first
- Labels, messages and headlinesPicked by Brand expressive, Multi-brand
Question 2 of 5 · 3 possible answers
How many tones does it use?
One tone everywhere, a tone per moment, or a shared core with a tone per brand.
- OnePicked by Accessible first, Dense data
- One per momentPicked by Brand expressive, Content first
- One per brandPicked by Multi-brand
Question 3 of 5 · 3 possible answers
How is the voice defined?
The rule that keeps copy consistent.
- Rules and a word listPicked by Accessible first, Dense data
- Principles and examplesPicked by Brand expressive, Content first
- A shared core, brand tone on topPicked by Multi-brand
Question 4 of 5 · 4 possible answers
How does it sound?
The voice as a word.
- TersePicked by Dense data
- Plain and directPicked by Accessible first, Multi-brand
- ConversationalPicked by Content first
- PlayfulPicked by Brand expressive
Question 5 of 5 · 4 possible answers
Where do the words matter most?
The place where copy does its most important job.
- Errors and empty statesPicked by Dense data
- Articles and guidesPicked by Content first
- Form steps and errorsPicked by Accessible first
- Headlines and buttonsPicked by Brand expressive, Multi-brand