Content Design

Our Philosophy: Content That Connects

This guide is the voice of our Intuitive and Inclusive pillars. In the Play+ ecosystem, content is not just the words we use; it is the conversation we have with our users. Our language must be as fluid, clear, and adaptive as our layouts.

We design content to be an invisible guide—clear, concise, and human. It reduces friction, builds confidence, and ensures every user feels understood and empowered. This document provides the foundational principles for writing content that connects.

Our Voice & Tone

• Voice (Our Unchanging Personality): The Play+ voice is Clear, Confident, and Helpful. We are knowledgeable partners, not passive tools. We communicate with directness and respect for the user's time and intelligence.

• Tone (Our Situational Emotion): Our tone adapts to the user's context.

  • Onboarding: Encouraging and supportive.
  • Instructional: Direct and concise.
  • Success Messages: Celebratory and delightful.
  • Error Messages: Empathetic, clear, and focused on the solution.

Pillar-Based Content Guidelines

This is how our pillars translate into specific content strategies. For each pillar, we provide clear "Do's and Don'ts" with practical examples.

Adaptive Content

Content that adjusts to the user's context, device, or journey stage.

Guideline	Example
Personalize confirmation messages. Acknowledge the user's context to make the feedback feel timely and relevant.	First-time User: "Welcome aboard! You've just created your first workspace." Frequent User: "Update saved."
Adapt empty states. Provide guidance that changes based on the user's progress and platform.	First Use: "You're all set up! Start by adding your first project." Mobile: "No files yet. Tap the + to upload." Desktop: "No files here. Drag and drop to get started."
Use device-aware language. Instructions should match the user's input method.	Mobile: "Tap and hold to see options." Desktop: "Right-click to see options."
Provide contextual hints. Surface shortcuts and tips to users as they become more experienced.	New User Tooltip: "Click here to create your first task." Experienced User Hint: "Tip: Use Ctrl+K to search from anywhere."

Intuitive Content

Content that is clear, direct, and easy to act on, reducing cognitive load.

Guideline	Example
Write actionable error messages. Always explain what went wrong and how to fix it. Avoid generic errors or technical codes.	Don't: "Invalid input." Do: "That phone number looks incomplete. Please include the area code."
Use plain, action-confirming language. For success messages, clearly state what happened and provide a logical next step.	Example: "Your application was submitted. We'll notify you within 2 days." Example: "Settings updated. [Return to Dashboard]" (as a CTA)
Guide users in empty states. Explain why an area is empty and what to do next. Never leave the user guessing.	Don't: "Nothing here." Do: "No saved items yet. Bookmark articles to find them here."
Structure instructions logically. Use natural phrasing, visual cues, and numbered steps for complex tasks.	Example: "Step 1: Upload your logo. Step 2: Choose your color theme."

Inclusive Content

Content that is respectful, accessible, and relevant to a diverse, global audience.

Guideline	Example
Use neutral, welcoming language. Avoid gendered terms, sarcasm, or cultural idioms that may not translate well.	Don't: "Houston, we have a problem." Do: "Something went wrong. Please try again."
Avoid ableist language. Write for all abilities and don't assume how a user interacts with the interface.	Don't: "See what's new." Do: "Find out what's new." or "Check out our latest updates."
Write for diverse cognitive needs. Set clear expectations and use simple language to reduce stress and confusion.	Example: "This step may take a few minutes. Please wait..."
Make error messages respectful. Avoid language that implies blame or user error.	Don't: "You don't have access." Do: "Looks like you don't have access to this content. Contact your admin for help."

Distinct Content

Content that reflects the confident and helpful personality of the Play+ brand without sacrificing clarity.

Guideline	Example
Inject personality into success messages. Turn a standard confirmation into a moment of delight.	Playful: "Nice work! You just crushed that form." Empowering: "Done and dusted. On to the next big thing."
Make empty states memorable. Use brand voice and illustrations to turn a blank screen into a helpful, on-brand moment.	Example: "So clean, it's sparkling ✨. Nothing here yet—why not start something awesome?"
Use brand voice in instructional text. Make routine actions feel more human and engaging.	Example: "Give it a name—make it memorable." (For naming a file). Example: "You're just one step away from awesome."
Maintain brand voice even in errors. Use tone to build trust and keep the experience human, even when something goes wrong.	Example: "Oops! Our hamsters tripped on a wire. We're fixing it now. Please try again in a moment."

Structural & Localization Guidelines

Content Structure

• Hierarchy: Start with the most important message. Use headings and subheadings logically.
• Scanability: Use bullet points and numbered lists. Keep paragraphs short (1-3 sentences).
• Progressive Disclosure: Show what's needed first. Reveal complexity only when relevant (e.g., inside an accordion or modal).

Localization Framework

• Translation: Avoid concatenating strings (e.g., You have + num_messages + new messages). Use full sentences with placeholders.
• Cultural Adaptation: Avoid humor, slang, and cultural references. Be mindful of how date/time formats, currencies, and units are displayed.
• Text Expansion: Design layouts that can accommodate 30-50% text expansion for other languages. Avoid fixed-width containers for critical text.