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Reference-grade guide to UX writing and content design — voice and tone systems, every UI string type with before/after examples, terminology consistency, inclusive language, and localization readiness for any screen.
Passed 22 of 23 test cases with the skill, and 18 of 23 without it.
and 1 more in the full report
4 fixed18 passed either way1 still failing0 broke
Tokens, turns and time describe resource use, not a dollar price.
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Content is not decoration applied after the design. In most interfaces the words are the interface — a button is its label, an error is its sentence, an empty state is its paragraph. You can ship a beautiful screen with no working logic, but you cannot ship a screen with no words. Content design is the discipline of making those words clear, useful, and consistent so the product is understandable, trustworthy, and usable.
This skill is for senior designers and engineers writing any string a user reads. Treat it as the content bible: rules, patterns, and concrete examples you can apply on any screen today.
Voice is constant — it's the brand's personality. It does not change between screens. Tone varies by context — the same voice sounds different in an error than in a celebration.
| Voice | Tone | |
|---|---|---|
| Changes? | No — one per product | Yes — shifts by moment |
| Source | Brand personality | User's emotional state |
| Example | "Plain-spoken, warm, never condescending" | Calm + brief in an error; light + encouraging in onboarding |
Build a voice chart so a team writes consistently. For each trait, state what you are and what you are not, with a concrete example:
| We are | We are not | Sounds like |
|---|---|---|
| Clear | Clever | "Your card was declined." not "Hmm, that didn't go through!" |
| Confident | Arrogant | "We saved your draft." not "We went ahead and saved that for you." |
| Warm | Cute | "Welcome back." not "Heyyy you 👋👀" |
| Concise | Curt | "Enter a valid email." not "Wrong." |
Tone in moments of stress. When something breaks, a payment fails, or data is at risk, drop personality and get plain. Humor and brand voice belong in low-stakes moments (empty states, success). The rule: the higher the stakes or stress, the plainer the tone. Never joke in an error a user can't fix.
Register is formality level. Match it to context and audience — a developer tool can say "deploy" and "env var"; a consumer banking app should not. Keep register consistent within a surface.
test cases passed, vs 18 / 23 without
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