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Couchbase UI Voice

    March 30, 2025
    + 12

    The Couchbase UI voice should try to meet the following guidelines:

    Voice Characteristic Description Do Do Not

    Passionate

    We’re passionate about our work and we want to help developers get things done.

    • Use strong verbs.

    • Champion Couchbase.

    • Show the user you mean what you say.

    • Use passive voice.

    • Be wishy-washy or tentative.

    Authentic

    We aim to be authentic, good humans. Always.

    • Be conversational.

    • Use words and phrases that sound natural when spoken out-loud.

    • Be honest and direct.

    • Stay empathetic.

    • Use too much jargon. Try to use words even the most beginner users will understand.

    • Oversell.

    • Overpromise.

    Cheerful

    We want to celebrate our user’s successes with them.

    • Be encouraging.

    • Celebrate success.

    • Be overly negative.

    • Be prescriptive or demanding.

    Professional

    We want to be respected partners in our customer’s journeys.

    • Present facts and data.

    • Write to the point.

    • Write clearly.

    • Spell everything correctly.

    • Capitalize proper nouns.

    • Be too casual or informal.

    • Use extra language or fluff to convey a point.

    What Does This Look Like In Practice?

    To write in the Couchbase voice for UI copy:

    Instead of this…​ Try this…​

    It looks like you don’t have any projects you can create a database in. Start by creating a new project.

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