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Design Systems Page Patterns

Brand Voice in Interface Copy

Interface copy should help users act, with brand voice applied carefully to buttons, states, and explanations.

copybrandvoice

Design Principle

Brand expression must not sacrifice clarity, especially for errors, payments, moderation, and destructive actions.

Principle

Brand expression must not sacrifice clarity, especially for errors, payments, moderation, and destructive actions.

Design action

Buttons use verb plus object; errors explain cause and next step; empty states offer an actionable entry, and brand voice enhances but never replaces meaning.

Examples

Positive example: Landing pages, SaaS, community submission, and empty states. Counterexample: Button copy is poetic but unclear.

Apply when

Landing pages, SaaS, community submission, and empty states. Chinese and English copy are both needed.

Source notes

Source note: Synthesized from GOV.UK, Carbon, Polaris, Atlassian, Design.Systems, Design Systems Repo, and product-pattern libraries. GOV.UK Design System Patterns: https://design-system.service.gov.uk/patterns/ Carbon Patterns: https://carbondesignsystem.com/patterns/ Shopify Polaris: https://polaris-react.shopify.com/ Atlassian Design System: https://atlassian.design/ Design Systems Repo: https://designsystemsrepo.com/

Agent Directive

Buttons use verb plus object; errors explain cause and next step; empty states offer an actionable entry, and brand voice enhances but never replaces meaning.