Voice and Tone

The University of Michigan Library voice is clear and helpful with a welcoming tone.

We focus on the experiences of people who use our services and spaces — and prioritize helping people find, access, and use what they need to get their work done.

Our voice is not pompous or self-congratulatory. It focuses on our audience, not the library’s organizational structure or its achievements. For example, "Further your research by…" rather than "We are a world leader in…."

Clear

Information should be clear and understandable, so it’s easier for everyone to comprehend, including people in a hurry.

  • Use plain language.
  • Do not use jargon or buzzwords.
  • Opt for simple sentences with shorter words over formal, more complex ones.
  • Opt for short paragraphs for readability.

Helpful

Patrons generally come to our website or other library products to complete a certain task or get specific information.

  • Describe only what’s needed.
  • Leave out nonessential details.
  • Direct people to appropriate resources at time of need.

Don't presume that something is “fast” or “easy” — people execute information and instructions in different ways. Rather than, “It’s a quick 10-minute survey,” write “The survey has 5 multiple-choice questions.”

Welcoming

A welcoming tone encourages people to explore and ask questions.

  • Write conversationally. Be human (contractions are your friend), and use an active voice.
  • Consider who will read your content, why they’ll read it, and where they’ll read it.
  • Avoid specialist terms and acronyms, unless you tell users what they mean in plain language.

Focus on our audience

Our priority is to empower and support the people who use our services. When it comes to public-facing communication and interfaces, it's about them, not us.

Audience focused:

  • Advance your research with ...
  • Get help planning your course ...
  • Find out how you can access ...
  • Connect with us to …

Too “us” centric:

  • Our faculty includes ...
  • We are a world leader in ...
  • The University of Michigan Library has curated ...

Do not focus attention on our organizational units and structures, or anything that requires a lot of contextual information about the library.