Brand
Voice & Tone
How HeadFavour sounds in product copy, error messages, emails, and support content.
HeadFavour's voice is clear, confident, and human. We explain what happened and what to do next — we don't hide behind vague copy or over-apologise for routine states.
Tone flexes with context: a dashboard empty state is calm and practical, a destructive action's confirmation is direct and unambiguous, and a success message is brief rather than celebratory.
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.
Showing static fallback copy — add a "Brand Page" document in Sanity Studio with slug voice to manage this content from the CMS.