1 00:00:00,638 --> 00:00:06,380 Mailchimp, an email marketing company takes voice and tone seriously. 2 00:00:06,380 --> 00:00:12,766 In fact, they separate voice and tone from their visual design documentation. 3 00:00:12,766 --> 00:00:17,344 It makes sense that Mailchimp would consider voice and tone carefully. 4 00:00:17,344 --> 00:00:22,250 Managing an email campaign isn't a one step process like 5 00:00:22,250 --> 00:00:25,530 using a search bar or posting a photo. 6 00:00:25,530 --> 00:00:30,546 As users complete complex steps like establishing a mailing list, 7 00:00:30,546 --> 00:00:34,418 drafting messages, and scheduling email blasts, 8 00:00:34,418 --> 00:00:37,769 Mailchimp provides frequent reassurance. 9 00:00:37,769 --> 00:00:44,910 High five, rock on, way to move one step closer to your goal. 10 00:00:44,910 --> 00:00:49,022 Although it's buried here at the bottom of the sidebar, 11 00:00:49,022 --> 00:00:54,163 Mailchimp has provided a TLDR, or "too long, don't read" version of their 12 00:00:54,163 --> 00:00:59,837 guidelines with a useful summary of the principles of writing for Mailchimp. 13 00:00:59,837 --> 00:01:05,712 More in-depth documentation is available to guide specific tasks like writing for 14 00:01:05,712 --> 00:01:08,958 social media or writing technical content. 15 00:01:08,958 --> 00:01:14,823 Here's a bulleted list describing Mailchimp's voice as human, 16 00:01:14,823 --> 00:01:19,021 familiar, friendly, and straightforward. 17 00:01:19,021 --> 00:01:22,034 If you're tasked with writing for a brand, 18 00:01:22,034 --> 00:01:27,095 a useful first step is to locate this list of emotional voice principles– 19 00:01:27,095 --> 00:01:29,658 there's usually three to five–and 20 00:01:29,658 --> 00:01:33,219 post each one on a sticky note by your workstation. 21 00:01:33,219 --> 00:01:35,532 Here's a few samples. 22 00:01:35,532 --> 00:01:40,733 Adobe Spectrum is rational, human, and focused. 23 00:01:40,733 --> 00:01:45,955 Sprout Social is smart, confident, and compassionate. 24 00:01:45,955 --> 00:01:49,780 Shopify Polaris is confident not arrogant, 25 00:01:49,780 --> 00:01:55,120 empathetic not over protective, and transparent not blunt. 26 00:01:55,120 --> 00:01:59,699 While Firefox Photon values people, not profit, 27 00:01:59,699 --> 00:02:04,172 cares about performance, values user privacy, 28 00:02:04,172 --> 00:02:08,871 and allows meaningful user control over browsing. 29 00:02:08,871 --> 00:02:14,415 If, for example, you were introducing a new feature for Firefox and 30 00:02:14,415 --> 00:02:19,563 failed to emphasize user privacy and control over browsing, 31 00:02:19,563 --> 00:02:25,207 your writing is likely inconsistent with Firefox's brand voice. 32 00:02:25,207 --> 00:02:30,362 Returning to Mailchimp's content style guide, there are guidelines for 33 00:02:30,362 --> 00:02:35,840 writing about people, plus a link to a site called the conscious style guide for 34 00:02:35,840 --> 00:02:39,802 further tips on addressing your audience inclusively. 35 00:02:39,802 --> 00:02:46,055 For grammar and mechanics, the TLDR page provides only a brief overview. 36 00:02:46,055 --> 00:02:49,931 Clicking the sidebar link gives specific examples. 37 00:02:49,931 --> 00:02:54,046 And it's important to note there's no universal set of rules. 38 00:02:54,046 --> 00:02:58,244 For example, Mailchimp encourages contractions, 39 00:02:58,244 --> 00:03:02,916 but a brand with a more formal voice might discourage them. 40 00:03:02,916 --> 00:03:05,927 Next comes labeling interface elements. 41 00:03:05,927 --> 00:03:11,070 Some design systems might group this information into the component library. 42 00:03:11,070 --> 00:03:16,996 But Mailchimp's component library covers only visual style and coding snippets. 43 00:03:16,996 --> 00:03:18,859 For accessibility rules, 44 00:03:18,859 --> 00:03:24,698 let's once again look at the more detailed guidelines by clicking the sidebar link. 45 00:03:24,698 --> 00:03:29,064 Designers sometimes get the impression that accessibility is purely 46 00:03:29,064 --> 00:03:31,956 the responsibility of the development team. 47 00:03:31,956 --> 00:03:37,367 But this list of considerations suggests that an accessible product 48 00:03:37,367 --> 00:03:43,162 requires designers, developers, and copy writers working in tandem. 49 00:03:43,162 --> 00:03:48,892 Mailchimp insists, all body copy must be easy to scan visually, 50 00:03:48,892 --> 00:03:53,579 limited in technical jargon, mobile friendly, and 51 00:03:53,579 --> 00:03:59,534 understood even when colors, images, and videos can't be seen. 52 00:03:59,534 --> 00:04:03,229 And no matter how technical or complex your product, 53 00:04:03,229 --> 00:04:05,455 these are good rules to follow. 54 00:04:05,455 --> 00:04:11,160 Website and app content needs to be available to the widest possible audience, 55 00:04:11,160 --> 00:04:16,200 regardless of technical background knowledge or physical ability. 56 00:04:16,200 --> 00:04:19,352 That concludes our look at design systems. 57 00:04:19,352 --> 00:04:21,289 As devices and platforms for 58 00:04:21,289 --> 00:04:26,303 interacting with the web continue to evolve, so we'll design systems. 59 00:04:26,303 --> 00:04:30,744 But the information you've learned in this course should prepare you to 60 00:04:30,744 --> 00:04:34,240 understand and apply design system documentation, and 61 00:04:34,240 --> 00:04:38,850 to design products that are consistent, predictable, and accessible.