Dew Design System
For writers
UX · Voice & tone4 principles

Calm. Clear. Consistent. Accessible.

Our voice is confident but not corporate, helpful but never patronising. Four words describe what every piece of UI copy should feel like.

Reassure. Don't alarm.

Calm

Speak in a steady tone even when things go wrong. Describe the situation, offer a next step, and skip the apology.

Do
  • We couldn't upload your picture. Try again in a minute.
  • This field needs 8 characters.
Don't
  • Whoops! Something went terribly wrong!
  • You didn't enter enough characters!!!
Lead with what matters.

Clear

Say what the copy is for in the first few words. No jargon, no interface talk, no hedging. One idea per sentence.

Do
  • Save your changes?
  • This site may be insecure.
Don't
  • Would you like to persist your modifications?
  • Due to an HTTPS network security issue…
One word per concept.

Consistent

Use the same term every time for the same thing. A setting is always a setting; a workspace is always a workspace. Small variations cost trust.

Do
  • Sign in · Sign out · Sign up
  • Settings
Don't
  • Log in here, sign in there, authenticate elsewhere
  • Settings · Preferences · Options (same feature)
Readable and respectful.

Accessible

Aim for a grade-5 reading level. Short sentences. Active voice. No ALL CAPS. Every label has to stand on its own when read aloud.

Do
  • aria-label="Delete comment"
  • You're all set.
Don't
  • aria-label="button"
  • Configuration has been completed.

Next

Writing principles

The rules that keep the voice consistent — active voice, sentence case, contractions, and more.