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Tone

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If the voice is our product’s personality, then the tone is how we express that.

According to our voice also, our tone is rather serious and respectful. We speak more matter-of-factly but still want to encourage our users when, e.g., they fulfilled a task successfully. Our tone of voice is neither formal nor casual. Our approach is a conversational way of writing.

In detail, this means:

Serious or Funny

Avoid language that’s overly opinionated, funny, or trendy. Don’t try to be funny by using jokes and slang. We provide a professional and serious product and should also speak like this.

Yes

No open document.

No

No document here. Why don’t you open up a little?

Matter-Of-Fact or enthusiastic

We are excited about our product and should also share this enthusiasm but in moderation. Describe only the important information, without superlatives, and avoid exclamation and quotation marks.

Yes

You can upload your document here.

No

Just upload your document here, you got this!

Formal or casual

Keep the tone encouraging and address the user directly. We are speaking to our users in a conversational tone. Our voice is professional, but when using a conversational tone sometimes saying “can’t” sounds more natural instead of “cannot” or the other way around.

Yes

Your requested form {0} cannot be found.

No

Form with name [{0}] not found.

Respectful or irreverent

Treat our users in a respectful and polite way. Irreverent writing could be misleading.

Yes

Please complete your profile to reset your password at any time.

No

You always forget your password, don’t you? Better complete your profile to reset it.

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