Content guide
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Voice and tone
How we use a consistent voice and an appropriate tone.
Voice
Our voice is neutral and factual. It's authoritative, but also calm and reassuring.
It's empowering, rather than patronising, and personal, rather than formal.
We:
- address the user as "you"
- reassure by saying things like "Sertraline can cause side effects, but many people have no side effects or only minor ones"
- empower by saying things like "talk to your doctor about..." rather than "your doctor will tell you about..."
- avoid using "should" as it can sound patronising
Using a consistent voice is similar to using the same visual style and colours throughout. It reminds users this is a trusted NHS service.
Tone
Tone can change depending on the context. We consider the situation and what the emotional state might be for the user.
For example, we may use a direct, serious and reassuring tone when writing about a diagnosis:
If you've had a stroke or heart attack or are at high risk of a heart attack, your doctor may recommend that you take a daily low dose aspirin. This is different to taking aspirin for pain relief. Only take low dose aspirin if your doctor recommends it.
We may use an encouraging and conversational tone when writing about exercise or diet:
It's tempting to skip a session if the weather's bad. But you're less likely to use the weather as an excuse if you've arranged to exercise with a friend or if you're following a training programme.
You can help users understand and answer questions in forms by thinking of them as a conversation.
Help us improve this guidance
Share insights or feedback and take part in the discussion. We use GitHub as a collaboration space. All the information on it is open to the public.
Read more about how to feedback or share insights.
If you have any questions, get in touch with the service manual team.
Updated: November 2019