Writing for errors

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.

Things to keep in mind when writing error messages

Consider both the content (the message) and the design (how the message is presented) when designing for error scenarios in the WPP Open platform. Avoid showing error messages.

• Whenever possible, anticipate and address errors on the back end to minimise disruptions to the user experience.
• Use in-line validation, visual cues, and disabled states to guide users and prevent errors.

Automatically resolve errors

Design the platform to automatically resolve errors whenever possible, rather than relying on error messages or prompting direct user action.

Example: If a user inputs an invalid value, automatically revert to the closest valid value.

Choose the right component for the message

• Write the error message content first, without UI constraints, to understand how it should be communicated.
• Select the appropriate component, such as toast, alert dialogue, based on the complexity and priority of the message.
• Ensure that high-priority errors are not displayed in components with short timeouts, and low-priority errors do not block the entire user experience.

How to structure an error message

Comprehensive error messages in the WPP Open platform should include three distinct communication parts:

1. What happened
2. The underlying cause (if possible and relevant)
3. How to fix it

What happened

• Communicate the general outcome of the error first, like in a headline (if the UI element allows).
• Use plain language and focus on what it means to the user.

Examples:

Your project could not be created

The selected assets failed to upload

The underlying cause

• Explain why the error occurred, if there's space, and if it increases the user's understanding.
• Keep the explanation concise and relevant to the user's context.

Examples:

The selected image format is not supported by the platform.

The tool could not be integrated into the project due to rights reasons.

How to fix it

• Provide clear and actionable steps for the user to resolve the error or continue their task.
• Offer a path forward within the error state itself, such as a "Try again" or "Go back" button, or step-by-step instructions in the error message text.
• Link to specific and descriptive help articles when necessary, avoiding generic resolutions.

Examples:

Select "Try again" to attempt to create your project with the current settings.

Go to Settings > Rights and restrictions to find out which tools you have access to, then try publishing again.

Be empathetic to the users, not the system

When writing error messages for the WPP Open platform, prioritise the user's goals and understanding over system technicalities.

Focus on user goals

Center the language around what the user is trying to accomplish, why it didn't happen, and how they might resolve the error.

Do say

The selected assets could not be added to the campaign due to incompatible file formats.

Don't say

The system encountered an error while attempting to process your request to add assets to the campaign. The selected assets have incompatible file formats, which are not supported by the system architecture.

Use plain language

• Write error messages in plain, understandable language, avoiding jargon that users may not comprehend.
• Include technical terms only if your audience is familiar with them and if they are relevant to the message.

Do write

The campaign data could not be loaded due to a connection error. Please check your internet connection and try again.

Don't write

The campaign data failed to load due to a TCP/IP connection timeout. Please verify that your device has a stable internet connection and retry the operation.

Avoid blaming the user

• Even if an error occurs due to a user's action, avoid sounding accusatory or blaming them.
• Focus on providing support and guidance to help them resolve the issue.

Do write

The entered budget value exceeds the allowed limit. Please adjust the budget and try again.

Don't write

You have entered an invalid budget value that exceeds the allowed limit. This error occured because you failed to adhere to the specific budget contraints. Please correct your input and try again.

Include error codes judiciously

• Include error codes or technical information only if it benefits the user in resolving the error.
• Place error codes at the end of the message to avoid overwhelming the user with unfamiliar information.

Do write

The campaign could not be published due to a server error. Please try again later or contact support for assistance. (Error code 606)

Don't write

ERROR CODE WPP-1023: The campaign publishing process was unsuccessful due to a server-side exception.

Writing the error message

Voice

Error messages in the WPP Open platform should adhere to the platform's voice principles: Rational (clear and understandable), Human (friendly, honest, and responsible), and Focused (concise and simple).

Tone

Adjust the tone of error messages based on the audience, context, and severity of the error.

Apologise sparingly

• Avoid apologising for minor mistakes or when the system is not at fault, as it can sound insincere and distract from the important parts of the message.
• Reserve "sorry" for serious errors that result in data loss or require significant user action to resolve.

Do write

We couldn't save your campaign changes. Please try again.

Don't write

Oops! We are sorry, but it looks like we couldn't save your campaign changes. Our sincerest apologies for any inconvinience this may have caused you. Please try again, and let us know if you continue to experience any issues.

Use active voice

• Write error messages in active voice whenever possible, as it is quicker and easier to understand.
• Use passive voice sparingly to soften messages that might otherwise seem blunt or terse, particularly when the error was caused by user action or inaction.

Examples:

Active voice: We couldn't process your payment. Please update your billing information and try again.

Passive voice: Your campaign could not be published due to insufficient funds. Please add funds to your account to continue.

Clarify with "We" and "You"

Use "we" to refer to the WPP Open platform and "you" to refer to the user when clarifying where an error occurred and who needs to take action to resolve it. This approach helps users understand the issue and their role in finding a solution.

Example:

We encountered an error while generating your campaign report. Please try again in a few minutes or contact Support if the issue persists.