Light
Effortless, without excessive seriousness. Makes complex simple.
✓ 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."
email
Application Contexts
9/10
website
Onboarding
8/10
email
Instructions
8/10
customer_service
Troubleshooting
Brand Examples
Calm
Wellness
Troubleshooting
Allbirds
Footwear
Troubleshooting
Stripe
FinTech
Troubleshooting
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