# Voice and tone

> 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
  

## Related

- [Grammar](./grammar.md)
- [Punctuation](./punctuation.md)
- [Capitalization](./capitalization-and-proper-nouns.md)