Conversational
Natural dialogue, like in life. Easy to perceive.
Archetypes
1✓ What to do
• • Write as you speak • Use short phrases • Be natural • Add emotions
✗ What to avoid
• • Don't use too much slang • Avoid jargon • Don't lose structure • Don't forget the goal
Example Phrases
"You know what? We made something you'll definitely love."
email"So, shall we go shopping? Discounts await!"
social"Look how it works: one, two, three — done!"
websiteApplication Contexts
email
9/10
Everyday emails
social_media
9/10
Light content
website
8/10
UX copy
Brand Examples
Mailchimp
TechРазговорный интерфейс
Glossier
BeautyДружелюбная коммуникация
Casper
RetailПростой язык