Brand
Voice & Tone
How I want HeadFavour to sound, whether that’s product copy, an error message or a receipt email.
HeadFavour sounds clear, confident and human. We say what happened and what to do next; we don't hide behind vague copy or over-apologise for a routine state. I strongly believe a product should talk to people the way a good colleague would, not a legal disclaimer.
Tone still moves with context. A dashboard empty state stays calm and practical. A destructive action's confirmation is direct, no softening. And a success message is brief, not celebratory; the work speaks for itself.
Do
- Say the specific thing that happened, and the specific next step — "Your card was declined" not "Something went wrong."
- Write like a knowledgeable, friendly colleague, not a legal disclaimer.
- Use active voice and short sentences, especially in errors and empty states.
- Match the formality of the moment — a confirmation can be warm, a security warning should be direct.
Don't
- Use jargon, internal team names, or acronyms a user has no way of knowing.
- Blame the user ("You entered an invalid value") — describe the problem neutrally instead.
- Use exclamation marks to manufacture enthusiasm.
- Write a generic "Something went wrong" when the real cause is knowable.