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Voice and tone

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For our UI text, we use natural, conversational language to talk to our users and avoid sounding robotic or funny.

Use one language variant​

We use American English for our UI text and recommend choosing one language variat per product to maintain consistency with spelling and grammar.

  • Optimize sensor
  • Data is invalid
  • Confirmation dialog
  • License management
  • Optimise sensor
  • Data are invalid
  • Confirmation dialogue
  • Licence management

Use fewer words​

Use sentences only when necessary and write in short, scannable segments instead of paragraphs.

  • Select Submit to save changes.
  • Please select the Submit button to save your changes so you do not lose data.

Use simple language​

Use specific and clear wording that can be understood by everyone, not only industry experts.

  • Failed to upload. Try again.
  • System error #232/01

Use positive framing​

Use positive language whenever possible and focus on what users can achieve with the product.

  • Values are displayed when you select events.
  • Select an event to view values.
  • Values aren’t displayed when none are selected.
  • Values do not appear until an event is selected.

Use gender-neutral terms​

Avoid gender-specific language and terms in industrial applications.

  • they / them / their
  • The operator must verify their credentials before accessing the control panel.
  • Contact the supervisor if you need their approval.
  • his / hers / him
  • The operator must verify his credentials before accessing the control panel.
  • Contact the supervisor if you need her approval.

Use polite language​

Only use “please” and “sorry” for extremely inconvenient or unforeseen events for your users. Using these terms should be an exception and used rarely within the UI.

  • Enter password
  • Your dashboard closed unexpectedly. Log in to continue working.
  • Please enter password
  • We are very sorry your dashboard closed unexpectedly. Please log in again.

Use shortened word forms thoughtfully​

Use positive shortened word forms such as “we’ve” and “you’ll” (contractions) to sound authentic.

  • you’ll
  • we’ve
  • you will
  • we have

Avoid using negative shortened word forms such as “can’t” and “won’t” as they can sound too casual and direct.

  • cannot
  • will not
  • can’t
  • won’t