Voice & Tone

Language principles for interface copy. Our voice stays consistent, but tone adapts to context and language.

Core Voice Principles

Clear

Use simple, direct language. Avoid jargon and complexity.

✅ Good: "Order in 2 minutes"

❌ Bad: "Expedite your culinary procurement process"

Concise

Respect user time. Every word should earn its place.

✅ Good: "Item added"

❌ Bad: "Your selected item has been successfully added to your shopping cart"

Honest

Set accurate expectations. No false promises.

✅ Good: "Delivery 30-40 min"

❌ Bad: "Lightning fast delivery"

Helpful

Guide users to success. Anticipate needs.

✅ Good: "Add payment method to checkout"

❌ Bad: "Error: Missing payment"

Language Adaptation

Tone shifts by audience and context.

Consumer

Personality: Friendly, encouraging, enthusiastic

Example: "Craving something delicious? Browse nearby restaurants"

Characteristics:

  • Conversational, warm
  • Emphasis on enjoyment and discovery
  • Emotive language appropriate

Merchant

Personality: Professional, efficient, supportive

Example: "3 new orders ready to prepare"

Characteristics:

  • Direct, factual
  • Emphasis on speed and accuracy
  • Action-oriented language

Courier

Personality: Clear, urgent, directive

Example: "Pickup now: 123 Main St"

Characteristics:

  • Minimal, glanceable
  • Emphasis on immediate action
  • Location and time prioritized

Microcopy Guidelines

Button Labels

Use verb + noun structure:

✅ Good: "Add item", "View order", "Start delivery"

❌ Bad: "OK", "Submit", "Click here"

Error Messages

Explain what happened and how to fix it:

✅ Good
────────────────
Payment declined
Try a different card or contact your bank
[Use different card] [Contact support]

❌ Bad
────────────────
Error 403
Payment failed
[OK]

Empty States

Show the benefit and next action:

✅ Good
────────────────
No orders yet
When customers place orders,
they'll appear here.
[Learn how to get more orders]

❌ Bad
────────────────
Empty
[Close]

Loading States

Set expectations:

✅ Good: "Loading restaurants nearby..."

❌ Bad: "Loading..."

Formatting Rules

Capitalization

Sentence case for body text and labels:

✅ "Add payment method"

❌ "Add Payment Method"

Title case only for proper nouns and brand names:

✅ "DoorDash Merchant", "Order status"

Punctuation

  • No periods in button labels, headings, or short phrases
  • Use periods for full sentences and paragraph text
  • Use colons to introduce lists or options

Numbers

  • Use numerals for quantities: "3 items", "25 min"
  • Spell out ordinals: "first order", "second delivery"
  • Use symbols for units: "3 mi", "$12.50"

Accessibility

Screen Readers

Write for how text is read aloud:

✅ Good: "Delivery in 30 to 40 minutes"

❌ Bad: "Delivery in 30-40 min" (reads as "thirty dash forty min")

Plain Language

Aim for Grade 8 reading level:

  • Short sentences (15-20 words)
  • Active voice preferred
  • Common words over fancy ones

Examples by Context

Success Messages

Consumer: "Order placed! Track your delivery" Merchant: "Order confirmed. Prep time: 15 min" Courier: "Pickup confirmed. Navigate to restaurant"

Confirmation Dialogs

Consumer: "Cancel order? You'll receive a full refund" Merchant: "Mark order as ready? Customer will be notified" Courier: "Complete delivery? This will close the order"

Error Recovery

Consumer: "Can't load restaurants. Check your connection and try again" Merchant: "Connection lost. Reconnecting..." Courier: "GPS unavailable. Enable location services in Settings"

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