> ## Documentation Index > Fetch the complete documentation index at: https://invoca-5bd45748-mintlify-6c3474a6.mintlify.site/llms.txt > Use this file to discover all available pages before exploring further. # Voice and tone > How Invoca's product writing sounds — human, concise, and true to the brand's three personality traits. ## The core rule **"Speak human, not robot."** That is the source's own framing, and everything else on this page elaborates it. * Explain situations by avoiding technical wording. * Avoid acronyms and phrases not commonly heard outside the office. * Be concise and clear. ## Invoca's personality From the company style guide — the character of the brand defined in human terms, which guides its look, feel, and voice. | Trait | In short | What it means | | --------------- | ------------------------------ | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **Empowering** | Insightful, helpful, attentive | Steeped in the world of call marketing and the marketer's mindset. A focused, dedicated problem-solver who arrives at shared understanding quickly, with keen powers of analysis. | | **Eye-opening** | Fresh, thought-provoking | Causes radical shifts in perspective. Challenges the status quo. Creates interest and heightens awareness. | | **Bold** | Clear, assertive, direct | Leaves no room for ambiguity or misunderstanding. Gets to the point quickly. Willing to take risks. | These three traits are stated at the brand level; which ones govern transactional UI text, and how, is not decided — see [Open issues](/invoca-design-system/content/voice-and-tone/open-issues). ## Resources The source page points to these for further reading. Listed as pointers, not transcribed — they are general writing references, not Invoca-specific rules. * *Effective Writing for your UI* * Mailchimp's content style guide * Material Design — Help and feedback * Material Design — Confirmation and acknowledgement ## Constraints | ID | Constraint | Rationale | | ------------------ | -------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------ | | **TITAN-VOICE-01** | Product copy uses plain language over technical or internal wording. | A reader outside the company should understand the copy without translation. | | **TITAN-VOICE-02** | Avoid acronyms and phrases not commonly heard outside the office. | An acronym that reads clearly to the team that shipped it is often opaque to the person using the product. | | **TITAN-VOICE-03** | Copy is concise and clear over exhaustive. | Matches [TITAN-BTN-04](/invoca-design-system/components/actions/button#constraints)'s reasoning at the sentence level, not just the label level. | ## Gaps in the current rules Divergences, open decisions, and undocumented gaps for Voice and tone. ## Why it works this way **Plain language and conciseness serve every reader, not just the ones the traits are aimed at.** A reader skimming a busy screen benefits from short, jargon-free copy regardless of whether they'd describe Invoca as "bold" — which is why those two rules are stated as unconditional, while the personality traits are the layer that gives Invoca's specific writing its character on top of that baseline.