Language and Tone

Language is the words and sentence style a product uses. Tone is the feeling or attitude those words create, such as serious, friendly or playful. Both should match the audience's age, reading level and expectations, and the product's purpose.

Formal language for informing and educating

Formal language and a serious tone often suit products that need to inform or educate. A train company's guide to claiming a refund might use complete sentences, precise terms such as ticket reference, and a calm tone. This helps readers trust the details and take the rules seriously. Formal language is not automatically better; it is only right when it fits the purpose and audience.

Informal language for entertaining and engaging

Informal language and a conversational tone can suit products intended to entertain or engage. A tutorial in a puzzle game might say Ready to beat the clock? instead of You will now begin the timed challenge. The chatty tone feels friendly and nudges the player to continue.

Simple language for younger or less confident audiences

Simple vocabulary and short sentence structures help younger or less confident audiences understand a product. A bus app aimed at people who hardly ever travel could label its main button Where is my bus? rather than Track live vehicle location. The plainer wording keeps the job clear without losing any of the information.