Voice and Tone
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Voice and Tone

Apr 5, 2018

Principles

A shared and guided approach to crafting meaningful experiences through style, tone, branding, interaction, and motion under a cohesive design language. Our design principles also apply to the language in our products. Our voice and tone standards define how we apply those principles to the words we use to guide, support, and motivate our users.

Intentional

We design for learning outcomes. We want our users to feel that the material is essential and relevant.

Inspirational

We craft personalized and engaging experiences so our users feel supported in their learning.

Meaningful

We generate purposeful experiences, rooted in value and meaning, our users feel empowered.

Voice

Our voice is Pearson's brand personality -- like a person's essential nature, it doesn't change according to a situation. Our voice determines how we carry the conversation and make our users feel throughout the learning journey.

Intentional

  • Focused, but not limited
  • Smart, but not stodgy

Inspirational

  • Casual, but not careless
  • Supportive, but not overbearing

Meaningful

  • Aspirational, but not unachievable
  • Positive, but not artificial

Tone

Our tone is a subset of our brand voice, analogous to mood in a person. It can and should change to adapt to different situations. Use the user's anticipated mental or emotional state as your compass for tone.

Intentional

  • Insightful
  • Simple
  • Clear

Inspirational

  • Fun
  • Encouraging
  • Upbeat

Meaningful

  • Reliable
  • Personal
  • Informative