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Guiding principles for voice and tone

Our voice is clear, confident, and user-focused. We speak with authority and empathy, guiding users toward success with language that’s empowering, factual, and easy to understand. Our tone is professional but approachable – never arrogant or overly familiar. We write inclusively and simply, ensuring every user, regardless of background or experience, feels supported and inspired to bring their ideas to life.

User-focused​

We frame our content around the needs of users rather than product features. We get to the point quickly to show users how our products benefit them and what problems they solve. We give users just enough information, and guide them toward next steps with clear calls to action.

  • Lead with the takeaway. Explain product benefit(s), what problems it solves, and for whom.
  • Focus on what the user can do with the product, not just product features.
  • Be empowering and positive to inspire creativity and generate excitement.
  • Avoid information overload. Provide only the information needed to support confident decision-making.
  • Provide clear next steps or calls to action.

Professional but approachable​

We present ourselves as the authority on Unity products and services, speaking with confidence and conviction, without arrogance or exaggeration. We build credibility by relying on facts to prove our claims, rather than hype or hyperbole. We speak like a mentor rather than a friend, welcoming engagement without being too familiar.

  • Be confident, not arrogant. We sound like the leading authority on Unity products that we are, without ever speaking down to the user.
  • Prove benefits with facts and evidence, not hype or exaggeration.
  • Use a conversational tone with common contractions and other features of natural speech, such as prepositions at the end of sentences.
  • Avoid buzzwords, slang, jargon, emojis, or exclamation points.

Inclusive​

We believe that Unity is for everyone, even if they’re new to building games or interactive experiences. We write for people from all backgrounds, including different cultures, languages, and global regions. We strive to be inclusive and accessible to all users, regardless of age, race, gender, or ability.

  • Know your intended user and write with them in mind.
  • Use plain language that users of all reading levels can understand.
  • Write for a global audience, using expressions and words that are easy to translate. Avoid words and punctuation with vague or multiple meanings.
  • Use gender-neutral language, either the second person “you” when addressing the reader directly, or “they” when writing about users either singular or plural.

Clear and consistent​

We aim to reach the widest possible audience by using simple language and presenting information in a logical, predictable order. We make every word count, using everyday words and short sentences to produce content that’s easy to scan. We provide information in a logical order that helps the user understand what to expect next.

  • Practice minimalism. Make simple, declarative statements. Avoid superfluous words, like adverbs, superlative adjectives, or complex constructions.
  • Present information in a consistent order. Follow the available templates for your content and platform.
  • Use consistent industry and product terminology that users can easily grasp and follow.
  • Where appropriate, use lists and headings to break up large blocks of text.
  • Use the active voice, preferring strong verbs with clear calls to action.
  • Use American spelling and punctuation.