Light
Effortless, without excessive seriousness. Makes complex simple.
Archetypes
2✓ What to do
• • Simplify complex • Remove excess • Be airy • Reduce tension
✗ What to avoid
• • Don't oversimplify • Avoid frivolity • Don't lose essence • Don't ignore important
Example Phrases
"It's easier than it looks. Just try!"
website"No complications. Just results."
ad"Breathe easy. We took care of everything."
emailApplication Contexts
website
9/10
Onboarding
email
8/10
Instructions
customer_service
8/10
Troubleshooting
Brand Examples
Calm
WellnessTroubleshooting
Allbirds
FootwearTroubleshooting
Stripe
FinTechTroubleshooting