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Voice and tone

WPP Open's voice and tone guidelines ensure that the language used throughout the platform is consistent, clear, and aligned with our brand. These guidelines are designed to create a seamless user experience by integrating language with visual design and functionality.

How to speak in the WPP Open voice​

Our voice should be used throughout our products. We apply these principles to the product voice using these language-specific guidelines.

Be clear and understandable​

  • Use straightforward language
  • When using technical terms, make sure it's user-friendly and effortless to read
  • Explain industry-specific terminology when necessary
Do say iconDo say

To create a new campaign, click the 'New Campaign' button in the top right corner of your dashboard.

Don't say iconDon't say

To initiate a new campaign, navigate to the top right corner of your dashboard and locate the 'New campaign' button.

Be concise and simple​

  • Use short, direct sentences and paragraphs
  • Focus on essential details that users need to know
  • Help users quickly find information and make informed decisions
Do say iconDo say

Select your campaign objective, budget, and duration to get started.

Don't say iconDon't say

To begin your campaign creation process, you will need to specify your desired objective, allocate a suitable budget, and determine the duration for which you wish the campaign to run.

Be friendly and human​

  • Use a warm, approachable, yet responsible tone
  • Address users directly and incorporate inclusive language
  • Demonstrate empathy and understanding towards users' challenges
Do say iconDo say

We understand that setting up your first campaign can be overwhelming. Our step-by-step guide is here to help you through the process.

Don't say iconDon't say

Novice users may find the campaign setup process to be challenging. A step-by-step guide has been provided to assist with the completion of this task.

How to apply the WPP Open tone​

While our voice remains consistent, our tone adapts to the specific needs and emotions of our users in different situations. We adjust our tone to create a positive user experience and provide clarity when challenges arise – whilst always keeping our brand voice in mind. The three pillars of our tone are:

Instructive​

Be neutral and direct when giving instructions. Be to the point, but not too robotic. We are still human.

Example:

To add a new user to your project, navigate to the 'Team' section in your settings and click 'Invite User.'

Reassuring​

Be professional and reliable when in difficult troubleshooting areas. Show empathy, but don’t be apologetic.

Example:

We've noticed that your data import is taking longer than usual. Don't worry; this can happen with larger datasets. We’re working to ensure that all your data is processed accurately and will be available soon.

Helpful​

Be polite and respectful to users when giving notifications, ensuring communications serve the purpose of helping them as the final outcome.

Example:

Tip: Customise your dashboard to focus on the metrics that matter most to your team. Click 'Edit dashboard' to get started.