Voice and tone
Voice is our personality, tone is our mood.
Principles
Put the user first
Take the time to understand your users - their preferences, requirements, communication style, and mindset during the design process. Prioritize user-centric phrases over personal preferences. Engage with the user by addressing them directly as “you” or by their first name when appropriate.
Do the work to make it simple
Certara assists users throughout their journey, ensuring they are well-informed and compliant. This involves simplifying intricate concepts into practical, easy-to-understand information. By being a Certara user, you can rest assured knowing that we handle the nitty-gritty details, allowing you to focus on what matters most.
Write for all
Write content that is easily understandable by all readers. This simplifies the process of finding information and completing tasks efficiently. Strive for a writing style that is accessible to a 7th-grade reading level. Not all Certara users are native English speakers. Avoid technical jargon and instead, use simple and common language in UX writing.
Voice
Active voice
Write in the active voice. Active voice clarifies the action performer and is easier to understand than passive voice. Passive voice is less engaging and more complex. It can make software actions and user actions hard to differentiate. Passive voice typically needs more words than active voice.
- Yes: Administrators control user access to Certara products.
- No: User access to Certara products is controlled by administrators.
Clear
Understand what you’re writing about. Use simple words and succinct phrases. Avoid language that’s overly opinionated, funny, or trendy.
Concise
Describe only what’s needed, without unnecessary decoration. Avoid creating new concepts and only name things when necessary.
Action-oriented
Write to help solve problems. Our language focuses on getting things done, not sounding slick.
Human
Be friendly and down-to-earth. Don’t be afraid to break the rules every now and then if it makes your writing more approachable. Acknowledge and account for users’ emotions.
Appropriate
Think of this as “the right message in the right place at the right time.” Adapt your tone to the user’s frame of mind and the topic at hand.
Tone
The user’s specific needs and emotions, as well as the level of engagement and emotion necessary during the interaction, dictate the appropriate tone. Selecting a tone is not a clear-cut decision; it can range from motivational to helpful, or fall somewhere in between these two extremes.
| Tone | Attitude | Frequency |
|---|---|---|
| Motivational | Positive and encouraging We’re looking out for you and cheering you on. You’ve got this! | Rarely |
| Helpful | Polite and respectful We know you’re busy, so we’ll make this brief. | Occasionally |
| Instructive | Neutral and direct Here is the information you need. | Often |
| Reassuring | Professional and reliable We know you’re worried about this issue, and we’re here to help. | Occasionally |
| Supportive | Concerned and empathetic Something bad has happened and we understand how you feel. We want to inform, guide, and support you through this. | Rarely |