Content
Tone of Voice
Nexub products speak with one voice across every surface, from button labels to error messages to onboarding flows. This is how we sound: clear, direct, human, and confident.
Voice attributes
Four qualities define how Nexub products communicate. Every piece of UI copy should embody all four.
Clear
Say exactly what you mean. Cut filler. Use simple words where possible: not "utilise", just "use".
"Your payment failed. Check your card details and try again."
"Unfortunately, we were unable to process the transaction at this time."
Direct
Get to the point fast. Users scan, they don't read. Put the most important thing first.
"Save changes": short, action-oriented.
"Click here to go ahead and save your recent changes."
Human
Write like a smart colleague, not a corporate manual. Contractions are fine. Warmth matters.
"You're all set." / "Something went wrong. We're on it."
"The operation completed successfully." / "An error has been encountered."
Confident
Don't over-apologise or hedge. Trust the user to handle real information.
"Delete account" (with a clear confirmation step)
"Are you absolutely sure you want to maybe delete your account?"
What we are not
The voice is not overly formal, robotic, or corporate. It is also not casual to the point of being flippant, especially in error states or when money is involved.
“Your session expired. Sign in again.”
“Please be advised that your session has expired.”
“Payment didn’t go through. Try another card.”
“Oops! Something went totally bonkers 🙈” for a payment failure
Active voice: “We sent you a code.”
Passive voice: “A code has been sent.”
Adapt by context
The four attributes stay constant, but the register adapts to the moment:
Error states: calm and helpful, never alarming
Success states: warm and affirming, brief
Empty states: encouraging, action-focused
Destructive actions: clear and honest, no softening of consequences
Onboarding: welcoming, confidence-building