# Voice and tone

> The voice reflects who you are. When you speak consistently, your product feels familiar and trustworthy.

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](/standards/catalog/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:

1. **Clear** — We are plainspoken and precise, so people can understand what something means and what to do next.
2. **Thoughtful** — We respect people's time, attention, and context. We give the right amount of guidance without adding noise.
3. **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:

<!-- dx-sync:voice-attributes -->
| 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 |
<!-- /dx-sync:voice-attributes -->

## Tone by context

<!-- dx-sync:tone-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](/standards/catalog/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 |
<!-- /dx-sync:tone-context -->