Voice and tone · nuanced · v4.6.1

VT-05

Show empathy in error and failure states, scaled to the severity of the problem. High-impact errors (payment failures, data loss) should acknowledge the frustration and reassure the user. Low-impact errors (failed upload, timeout) should be clear and helpful without over-dramatizing.

Pass example

We couldn't save your changes. Your work isn't lost - try saving again.

Fail example

Save failed. Error code 408.

Relevant content types

Weighted in these moments

This standard behaves differently depending on the reader's moment. Moment-aware evaluation picks one of these adjustments when the moment matches.

  • celebration — emphasize
    Celebration copy should feel genuinely warm.
  • error_recovery — emphasize
    Empathetic tone is critical. Never blame the user.
  • destructive_action Destructive — emphasize
    Acknowledge the weight of the action. Don't be flippant.

Example pairs

Concrete before/after pairs observed in public style guides, each with inline attribution. See /sources for the full source list and licensing.

  • error_recovery · error_messageCC-BY-NC-ND-4.0

    Not this. You entered an invalid password.

    But this. That password didn't match. Try again.

    Error-recovery voice: describe the failure state, not the user's mistake. Mailchimp's empathy principle in action. — Mailchimp · Voice and tone — Empathy

  • destructive_action · short_ui_copyall-rights-reserved

    Not this. Are you sure you want to proceed with this dangerous action?

    But this. Delete 'My Document' permanently? This can't be undone.

    Apple HIG: name the specific object + the specific consequence. 'Dangerous action' is abstract; the actual outcome is what the user needs. — Apple HIG · Alerts

Sources

Style guides that shaped this standard. Each is listed on /sources with its license and opt-out path.

  • Mailchimp
  • Shopify Polaris
  • Atlassian Design System

Version history

  1. v4.6.1 · 2026-04-23

    Per-standard version tracking introduced. Every standard starts at the library version current at introduction; bump per-standard when the rule text, examples, or content_type_notes change.

Related standards

Other standards in the Voice and tone category.

  • VT-01 — Use active voice when giving instructions or describing user actions. Passive voice is acceptable for confirmations and system status messages where the actor is irrelevant or where naming the actor would feel unnatural.
  • VT-02 — Address the user directly with 'you' and 'your' in consumer-facing UI copy. Third-person references to 'users,' 'members,' or 'customers' are acceptable in admin interfaces, documentation, and system descriptions where the reader is not the subject.
  • VT-03 — Be conversational but not casual. Write like a knowledgeable colleague, not a robot or a buddy.
  • VT-04 — Be confident, not arrogant. State things directly without hedging or over-qualifying. Qualification language is acceptable when making definitive claims would be misleading or legally inaccurate — for example, eligibility statements in healthcare, finance, or legal contexts where outcomes depend on individual circumstances.

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