references/voice-chart-template.md
A supporting file of the ux-writing skill.
Voice Chart Template
A voice chart helps establish consistent brand personality across all UX text. Use this template to define your product's voice.
Structure
A voice chart contains three key elements for each brand concept:
- Concept — A core brand principle or value
- Voice Characteristics — Adjectives describing how the concept manifests in writing
- Examples — Concrete do/don't pairs showing the voice in action
Template
Concept 1: [Brand Principle]
Voice characteristics: [Adjective 1], [Adjective 2], [Adjective 3]
Description: [1-2 sentences explaining what this means for the writing]
Do:
- Example of text that embodies this concept
- Another example showing this voice
Don't:
- Example of what to avoid
- Counter-example that violates this voice
Concept 2: [Brand Principle]
Voice characteristics: [Adjective 1], [Adjective 2], [Adjective 3]
Description: [1-2 sentences explaining what this means for the writing]
Do:
- Example of text that embodies this concept
- Another example showing this voice
Don't:
- Example of what to avoid
- Counter-example that violates this voice
Concept 3: [Brand Principle]
Voice characteristics: [Adjective 1], [Adjective 2], [Adjective 3]
Description: [1-2 sentences explaining what this means for the writing]
Do:
- Example of text that embodies this concept
- Another example showing this voice
Don't:
- Example of what to avoid
- Counter-example that violates this voice
Example: TAPP Transit System
Concept 1: Helpful
Voice characteristics: Friendly, supportive, clear
Description: TAPP is a companion that helps riders navigate the transit system with confidence. We anticipate questions and provide clear guidance.
Do:
- "Your bus arrives in 5 minutes at Bay St."
- "Tap your card when you board and when you exit."
Don't:
- "Arrival: 5 min"
- "Payment required at entry and exit points."
Concept 2: Efficient
Voice characteristics: Concise, direct, scannable
Description: Riders are often in a hurry. We respect their time by being brief and front-loading important information.
Do:
- "Route delayed 10 minutes due to traffic"
- "Transfer at Main St for Line 3"
Don't:
- "Due to unexpected traffic conditions, your route is experiencing delays of approximately 10 minutes"
- "You can transfer to Line 3 if you get off at Main St"
Concept 3: Trustworthy
Voice characteristics: Honest, transparent, reliable
Description: Riders depend on TAPP to get where they need to go. We're upfront about problems and provide accurate information.
Do:
- "This route is currently unavailable. Use Route 42 instead."
- "Your payment didn't go through. Update your card to continue."
Don't:
- "Service interruption on this route."
- "Payment error. Try again."
Tips for Creating Your Voice Chart
- Base it on brand values — Review mission, vision, values, and personality
- Use 3-5 concepts — Enough to guide, not so many you can't remember
- Be specific with examples — Show actual interface text, not abstract descriptions
- Test against real scenarios — Apply to buttons, errors, and notifications
- Share with your team — Voice only works if everyone uses it consistently
- Update as you learn — Refine based on user research and team feedback
Common Voice Characteristics
Positive tones: Friendly, encouraging, optimistic, warm, enthusiastic, cheerful, supportive, welcoming, inspiring
Neutral tones: Professional, straightforward, clear, direct, informative, practical, matter-of-fact, efficient
Cautious/Serious tones: Careful, thoughtful, measured, precise, formal, reserved, respectful
Personality traits: Playful, witty, conversational, casual, technical, sophisticated, humble, confident, empowering
Choose characteristics that align with your brand and serve your users' needs in context.