Content: Voice and Tone

Our voice, tone, and identity; grammar, a word list, and how to write for and about people.

The University Libraries voice and tone is business casual: Clear, friendly, and helpful.

Libraries are about collections, resources, and services but they’re also about people. Our library is made of the people who work here and the people we serve. Always remember that you are writing for real people. 

Clear

Our writing should be clear and understandable. We aim for an 8th grade reading level on all web pages, even those aimed at academics. 

  • Use plain language.
  • Avoid jargon.
  • Keep sentences short and simple. Break complex sentences into two or three shorter ones.
  • Keep paragraphs short.
  • Use headings and bullet lists so users can scan.

 

Information alert

We use Hemingway App to help write clearly. Use the Readable App to test the readability of your writing.

Friendly

A friendly tone encourages people to ask questions.

  • Think about your audience and why they might read it.
  • Use the active voice.
  • Contractions are welcome!
  • It's fine to address the user as "you" and the Libraries as "we."
  • Don't use jargon, unless you explain it in plain language.

Helpful

People come to the library website to get resources or help. 

  • Describe only what is needed.
  • Avoid "nice to have" content.
  • Direct people to resources when they need them.
  • Don't make assumptions about how other people use technology.

Our design system is deeply indebted to the University of Michigan Libraries' Design System.

  • Last Updated: Oct 16, 2024 10:38 AM
  • URL: https://libguides.gvsu.edu/content