Sweet
Gentle, pleasant, endearing. Creates positive emotions.
Archetypes
1✓ What to do
• • Use diminutives • Be gentle • Add emoji wisely • Create coziness
✗ What to avoid
• • Don't be cloying • Avoid infantilism • Don't overuse emoji • Don't lose seriousness when needed
Example Phrases
"Good morning! ☀️ Start your day with a smile and our coffee!"
email"A little surprise for you 🎁 Open it quick!"
social"Welcome to our cozy little shop 🏠"
websiteApplication Contexts
social_media
9/10
Positive content
email
8/10
Welcome emails
customer_service
7/10
Friendly support
Brand Examples
Innocent Drinks
FMCGFriendly support
Anthropologie
RetailFriendly support
Etsy
E-commerceFriendly support