| name | brand-voice-microcopy |
| description | Use when writing buttons, form labels, error messages, and tooltip text. Microcopy carries 60% of brand voice perception.
|
Brand Voice Microcopy
Microcopy is brand voice in 5-10 word fragments. Editorial brands: direct, confident, slightly formal. No 'Oops!', 'Whoops!', or exclamation points.
Tone calibration by component
| Component | Tone |
|---|
| Primary CTA | Direct action verb |
| Form labels | Specific noun, no Q-mark |
| Field placeholders | Format hint |
| Error message | What went wrong + how to fix |
| Empty state | Inviting next step |
| Confirmation | What just happened + what's next |
| Loading state | What's happening (avoid 'Just a moment') |
| Onboarding | One action at a time |
Editorial vs casual microcopy
Editorial:
- 'Email address' (label)
- 'name@domain.com' (placeholder)
- 'Email format not recognized' (error)
- 'Submission received. We'll respond within 24 hours.' (confirmation)
Casual (avoid for editorial brand):
- 'What's your email? 📧' (label)
- 'Just need your email...' (placeholder)
- 'Oops! That email looks weird 🤔' (error)
- 'Yay! Thanks for signing up! 🎉' (confirmation)
Common microcopy patterns
- Field validation: 'Please enter a valid email' → 'Email format not recognized'
- Submit button: 'Submit' → 'Continue' or 'Send'
- Cancel button: 'Cancel' → 'Back' or 'Close'
- Delete confirmation: 'Are you sure?' → 'Confirm deletion'
- Success state: 'Done!' → 'Saved'
Where this fits in the X3 empire
Used by CardPrepAI brand-voice review.
