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.
ClearSay exactly what you mean. Cut filler. Use simple words where possible — not "utilise", just "use".
✅ Do
"Your payment failed. Check your card details and try again."
❌ Don't
"Unfortunately, we were unable to process the transaction at this time."
DirectGet to the point fast. Users scan, they don't read. Put the most important thing first.
✅ Do
"Save changes" — short, action-oriented.
❌ Don't
"Click here to go ahead and save your recent changes."
HumanWrite like a smart colleague, not a corporate manual. Contractions are fine. Warmth matters.
✅ Do
"You're all set." / "Something went wrong — we're on it."
❌ Don't
"The operation completed successfully." / "An error has been encountered."
ConfidentDon't over-apologise or hedge. Trust the user to handle real information.
✅ Do
"Delete account" (with a clear confirmation step)
❌ Don't
"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.
- Not “Please be advised that your session has expired” → “Your session expired. Sign in again.”
- Not “Oops! Something went totally bonkers 🙈” for a payment failure
- Not passive voice → active voice always
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
Nexub DS