| name | brand-guidelines |
| description | Write copy following brand guidelines. Use when writing UI text, error messages, empty states, onboarding flows, 404 pages, documentation, marketing copy, or any user-facing content. Covers both Plain Speech (default) and Cache Voice tones. |
Brand Guidelines
Write user-facing copy following Cache's brand guidelines.
Tone Selection
Choose the appropriate tone based on context:
| Use Plain Speech | Use Cache Voice |
|---|
| Product UI (buttons, labels, forms) | 404 pages |
| Documentation | Empty states |
| Error messages | Onboarding flows |
| Settings pages | Loading states |
| Transactional emails | "What's New" announcements |
| Help text | Marketing copy |
Default to Plain Speech unless the context specifically calls for personality.
Plain Speech (Default)
Plain Speech is clear, direct, and functional. Use it for most UI elements.
Rules
- Be concise - Use the fewest words needed
- Be direct - Tell users what to do, not what they can do
- Use active voice - "Save your changes" not "Your changes will be saved"
- Avoid jargon - Use simple words users understand
- Be specific - "3 errors found" not "Some errors found"
Examples
| Instead of | Write |
|---|
| "Click here to save your changes" | "Save" |
| "You can filter results by date" | "Filter by date" |
| "An error has occurred" | "Something went wrong" |
| "Please enter a valid email address" | "Enter a valid email" |
| "Are you sure you want to delete?" | "Delete this item?" |
Cache Voice
Cache Voice adds personality in appropriate moments. It's empathetic, self-aware, and occasionally snarky.
Principles
- Empathetic snark - Direct frustration at the situation, never the user
- Self-aware - Acknowledge the absurdity of software
- Fun but functional - Personality should enhance, not obscure meaning
- Earned moments - Only use when users have time to appreciate it
Examples
404 Pages:
"This page doesn't exist. Maybe it never did. Maybe it was a dream. Either way, let's get you back on track."
Empty States:
"No errors yet. Enjoy this moment of peace while it lasts."
Onboarding:
"Let's get your first error. Don't worry, it's not as scary as it sounds."
Loading States:
"Crunching the numbers..."
"Fetching your data..."
When NOT to Use Cache Voice
- Error messages (users are frustrated)
- Settings pages (users are focused)
- Documentation (users need information)
- Billing/payment flows (users need trust)
General Rules
Spelling and Grammar
- Use American English spelling (color, not colour)
- Use Title Case for headings and page titles
- Use Sentence case for body text, buttons, and labels
Punctuation
- No exclamation marks in UI text (exception: celebratory moments)
- No periods in short UI labels or button text
- Use periods in complete sentences and help text
- No ALL CAPS except for acronyms (API, SDK, URL)
Word Choices
| Avoid | Prefer |
|---|
| Please | (omit) |
| Sorry | (be specific about the problem) |
| Error occurred | Something went wrong |
| Invalid | (explain what's wrong) |
| Success! | (describe what happened) |
| Oops | (be specific) |
Dash Usage
| Type | Use | Example |
|---|
| Hyphen (-) | Compound words, ranges | "real-time", "1-10" |
| En-dash (--) | Ranges, relationships | "2023--2024", "parent--child" |
| Em-dash (---) | Interruption, emphasis | "Errors---even small ones---matter" |
In most UI contexts, use hyphens. Reserve en-dashes for date ranges and em-dashes for longer prose.
UI Element Guidelines
Buttons
- Use action verbs: "Save", "Delete", "Create"
- Be specific: "Create Project" not just "Create"
- Max 2-3 words when possible
- No periods or exclamation marks
Error Messages
- Say what happened
- Say why (if helpful)
- Say what to do next
Good: "Could not save changes. Check your connection and try again."
Bad: "Error: Save failed."
Empty States
- Explain what would normally be here
- Provide a clear action to populate the state
- Cache Voice is appropriate here
Good: "No projects yet. Create your first project to start tracking errors."
Confirmation Dialogs
- Make the action clear in the title
- Explain consequences if destructive
- Use specific button labels ("Delete Project", not "OK")
Tooltips and Help Text
- Keep under 2 sentences
- Explain the "why", not just the "what"
- Link to docs for complex topics
Anti-Patterns
Avoid these common mistakes:
- Robot speak: "Item has been successfully deleted" -> "Deleted"
- Passive voice: "Changes were saved" -> "Changes saved"
- Unnecessary words: "In order to" -> "To"
- Hedging: "This might cause..." -> "This will cause..."
- Double negatives: "Not unlike..." -> "Similar to..."
- Marketing speak in UI: "Supercharge your workflow" -> "Speed up your workflow"
References
