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What is a brand’s tone?

While our brand voice stays the same at all times, our brand tone changes depending on the emotional state of the person we're addressing.


SUSE tone guidelines

Situational awareness
  • In order to pick the right tone in a given situation first think about the outcome of the action in question and how that outcome will affect users.
  • Think about all of our users and how they might feel in a given situation. An opinion from a single customer or shareholder might not be valid when considering the needs and feelings of the entire audience.
  • There are 3 types of situations users may experience. Our tone should be adapted for each context in order to inform the user in a way which supports their needs without adding any emotional baggage or extraneous details.
Positive situations
check_circleDo

"All nodes successfully deployed! Edit node details."

cancelDon't

"All nodes successfully deployed! You may now edit the node details here."

Users probably feel happy and relieved.

Gain trust by being open and friendly - use casual language which encourage those feelings.

Neutral situations
check_circleDo

"Recover password."

cancelDon't

"Forgot your password?"

Users feel pressure to complete sometimes complicated tasks as quickly as possible.

Show our expertise by being precise and polite but not personal or overly friendly.

Negative situations
check_circleDo

"The file system is in an inconsistent state. Rebooting now might lead to serious data loss."

cancelDon't

"There seems to be a problem with the consistency of the file system. Check the manpage of btrfs for more information."

check_circleDo

"There are no icons matching your search criteria. Try with a different combination."

cancelDon't

"Oops, we couldn't find your icon!"

Users probably feel stressed and are unhappy.

People who are upset want to know what's going on right away. Inform the user of necessary information and the direct consequences of their actions.

Don’t joke around with frustrated people. Do not add extra details, or non-related help, or try to explain general concepts which do not directly relate to the situation.