Dry
Minimalistic, without emotions. Facts without embellishment.
Archetypes
1✓ What to do
• • Be concise • Remove excess • Focus on facts • Save words
✗ What to avoid
• • Don't be cold • Avoid boredom • Don't lose humanity • Don't ignore emotions
Example Phrases
"Product. Price. Delivery. Order."
website"Status: Shipped. Tracking: 123."
email"Fact: It works. Details on website."
adApplication Contexts
email
9/10
Transactional emails
website
8/10
Technical pages
customer_service
7/10
Order status updates
Brand Examples
Muji
RetailTechnical pages
Bloomberg Terminal
FinanceTechnical pages
Swiss Railways
TransportTechnical pages