Introduction
Voice and tone is as important to consistent branding as colors, patterns, and logos. It is just as jarring to find a switch in voice and tone as it is to find that a button that is usually blue is now red. Voice and tone is how we talk to our users, how we inform them of errors, successes, and alerts, how to write content, and how we guide them through our websites and apps. Consistency in voice and tone sets the users' expectations regarding interaction with Boston Scientific.
Voice
Voice is our unchanging personality and is conversational, educational, and transparent.
Conversational
Use plain language. Avoid jargon, slang, buzzwords, or language you wouldn't use conversationally.
Educational
Be as informative as possible. Adopt the user's viewpoint and provide as much information as is needed to complete their goal. Be specific and reference other areas of knowledge, websites, and apps with thorough description.
Transparent
We are honest about the features and benefits of our products and their alignment with legal and regulatory mandates. And though we believe our products meet the industry standard, we promote their value without boasting, using hyperbolic language, or sounding like we are “selling” the user.
Tone
Tone is our mood and can change depending on the situation or audience. Our tone is professional, matter-of-fact, concise, and positive.
Professional
Keep a professional tone by avoiding exclamation marks, exuberant language, slang, and emojis.
Matter-of-fact
Deliver content in a matter-of-fact, conversational tone. Contractions and addressing the user as “you” or “yours” is allowed.
Concise
Use short sentences and avoid large blocks of text and complex phrasing.
Positive
Use positive language when creating content. One way to sustain a positive tone is to avoid overusing words like “can't” or “don't.”
Guidelines
Be clear and specific
- Use short sentences and concise language
- Be specific about directions, errors, successes, and all other content
- Use repetition when necessary to clarify your message
- Arrange copy for scanning by using correct heading structures, bulleted lists, clear hierarchies, and short blocks of text
Be accessible and inclusive
- Use plain language
- Avoid jargon, slang, and idioms
- Avoid directional language for locating items within the page. “Above” and “below,” for example, are not useful to users requiring screen readers or other assistive technology
- Avoid unnecessary abbreviations and always spell out abbreviations where they appear at least once per page
- Use consistent naming conventions across websites, products, apps, and training materials
Be consistent
- Follow our Content guidelines
- Use familiar layouts, hierarches, and patterns
- Use consistent names, terms, and words across websites, products, apps, and training materials
Take care of the user
- Provide as much information as necessary to communicate your concept, issue, or message
- Understand the user's place and perspective when providing the information they need
- Avoid confusing and vague information
Tools
Hemingway app and Grammarly are both helpful tools to use when writing copy.