The voice is useful at the core, human at the surface. People use your product to complete tasks quickly, while managing many other responsibilities and moving between systems. Some also have low tech confidence. Speak clearly, thoughtfully, and approachably so people understand what to do, feel supported, and complete tasks with confidence.
Our voice is constant — how we sound across every product and product moment. Our tone adapts to context and user needs, such as onboarding, success states, errors, and sensitive actions. Each product can calibrate its tone weighting in its DESIGN.md without changing the voice.
The voice is shared, so shared writing speaks in one neutral voice — interface text, docs, and guidance alike. First person singular belongs only in signed pieces, such as a note from named authors.
Voice helps us sound consistent. Tone helps us respond with empathy. CNT-14 is a normative check on voice and tone; the dx-design-copy skill applies it too, so interface text arrives on brand.
Voice attributes
Our voice is:
- Clear — We are plainspoken and precise, so people can understand what something means and what to do next.
- Thoughtful — We respect people's time, attention, and context. We give the right amount of guidance without adding noise.
- Approachable — We help people feel at ease and supported, especially in unfamiliar or stressful flows.
All of this means that when we write interface text:
| We are | We are not |
|---|---|
| Clear but not cold | Robotic or detached |
| Simple but not simplistic | Vague, generic or too minimal to be useful |
| Thoughtful but not wordy | Repetitive or too detailed |
| Helpful but not overbearing | Patronising or overly prescriptive |
| Approachable but not careless | Corporate speak or overly casual |
| Reassuring but not sappy | Alarmist or dramatic |
Tone by context
| Context | Tone | Direction |
|---|---|---|
| Success | Affirming, brief | Acknowledge, don't gush |
| Error | Calm, helpful | What happened → what it means → what to do next |
| Onboarding | Encouraging | Lower the stakes; show the quick win |
| Destructive action | Sober, precise | Plain consequences, no drama (CMP-2) |
| Empty state | Inviting | Lead with the next action |
| Permission / data request | Transparent, respectful | Say what's collected, why, and how it's used — before asking |