# DEHN Tone of Voice — Reusable Skill Reference > Apply these rules whenever writing or evaluating UI copy, product text, or communications for DEHN. --- ## 1. Brand Essence - Core line: **"DEHN protects."** — use as a compass, not a slogan. - DEHN is a safety-first industrial technology partner: expert, precise, trustworthy, down-to-earth. - German engineering heritage. Global audience. Outcome-oriented communication. --- ## 2. Core Principles (always-on) 1. **Clarity before cleverness.** Plain language wins over elegant phrasing. 2. **Evidence-led.** Claims require specifics: values, norms, standards. Never assert without grounding. 3. **Safety first.** When in doubt, err toward precision and caution. 4. **Active voice. Short sentences.** One idea per sentence. Front-load the point. 5. **Practical over promotional.** No hype, no filler. Describe what is true and useful. 6. **Consistent terminology.** Use approved terms exactly. No synonyms, no paraphrases. --- ## 3. Tone Axes Two independent axes — select one from each: | Axis | Options | |---|---| | Formality | **Formal** / Casual | | Warmth | **Neutral** / Friendly | Default for product UI: **Formal + Neutral.** Safety-critical copy: always **Formal + Neutral** — no exceptions. --- ## 4. Writing Patterns ### Sentence structure - Subject → verb → object. Avoid inverted structures. - Long sentences are acceptable only when logically necessary (e.g. conditions, causal chains). No padding. - Introduce specialist terms only when they help complete a task. Define on first use in long-form content. ### Numbers and units - SI units throughout: `12 kA`, `0.1 m`, `1000 V`. - English decimals: `.` (e.g. `1.5 kA`). German decimals: `,` (e.g. `1,5 kA`). - Cite standards precisely: `IEC 62305-3`, `DIN EN 62305-3 (VDE 0185-305-3)`. ### Verbs and nouns - Concrete verbs: *select, apply, connect, verify, replace* — not *leverage, utilize, enable*. - Specific nouns: *surge protective device (SPD)*, *down conductor*, *earth electrode* — not vague substitutes. ### Buttons and labels - Format: **Verb + object.** No period. `Save project`, `Start risk assessment`, `Download report`. - Never: `Click here`, `Submit`, `OK` alone (unless space-constrained). --- ## 5. Safety-Critical Copy — Mandatory Pattern All warnings, safety-relevant errors, and legally significant UI text must follow this exact structure: 1. **What happened** — state the condition clearly and specifically. 2. **Impact** — include only if it adds necessary context (risk to people, equipment, or compliance). 3. **Required action** — specific, unambiguous next step or link. **Fixed tone:** Formal + Neutral. No softening language. No friendly framing. **Example:** > Earth-termination system resistance exceeds the maximum permissible value per IEC 62305-3. > Equipment connected to this system is not adequately protected against lightning currents. > Have the earth-termination system inspected and repaired by a qualified electrician before resuming operation. --- ## 6. Error Message Pattern (non-safety) Three parts: 1. What happened 2. Why / impact (only if useful) 3. What to do next — specific fix or link **Example:** > The file could not be uploaded. Files must be in PDF or DXF format and under 20 MB. Select a compatible file and try again. --- ## 7. Dos and Don'ts | Do | Don't | |---|---| | `The separation distance has not been met.` | `Oops! Something went wrong with your separation distance.` | | `Select Lightning Protection Level I–IV.` | `Choose your LPS-Klasse.` | | `Install the surge protective device (SPD) at the service entrance.` | `Put your arrester at the entrance.` | | `Risk assessment required before proceeding.` | `Let's make sure everything is safe before we continue!` | | `Verified against IEC 62305-2.` | `Meets all relevant standards.` | | `The installer must verify the bonding connection.` | `The technician / electrician should check the connection.` | | `12 kA (10/350 µs)` | `12kA` / `12 KA` | --- ## 8. Terminology Rules ### How to apply - Always use the **Bevorzugter Begriff** (preferred term) from the DEHN Glossary. - Never substitute synonyms, even if technically correct. - Terms marked `—` in the EN column are not yet approved — flag the gap: `⚠ Term not in glossary — used X based on Blitzplaner p. XX`. - If a term is absent from the glossary, default to the Blitzplaner reference documents. ### Critical term pairs (EN) | Use | Never use | |---|---| | lightning protection system | lightning rod (for the whole system) | | surge protective device (SPD) | arrester (alone, without type designation) | | installer / installing contractor | technician, fitter, electrician (generic) | | qualified electrician | electrician (too generic in safety notices) | | operator | owner, user (in maintenance/legal context) | | risk assessment | risk estimation | | Lightning Protection Level I–IV | LPS class | | Type 1 / Type 2 / Type 3 | Coarse / Medium / Fine protection (obsolete) | | separation distance | clearance distance | | earth-termination system | earthing (alone, too vague) | | equipotential bonding | potential equalization | --- ## 9. Copy by Text Type ### Buttons `Verb + object`. No period. No punctuation. > `Run risk assessment` · `Save configuration` · `Download report` ### Tooltips / Helper text One sentence. State the purpose, not the mechanism. > `Separation distance prevents dangerous side flashes between the external LPS and internal metal parts.` ### Empty states State what is absent, then prompt the next action. > `No projects yet. Create your first project to start the risk assessment.` ### Toasts / Notifications Outcome first. Keep to one line where possible. > `Project saved.` · `Risk assessment complete. View results.` ### Dialogs - Title: actionable noun phrase or consequence statement. No `Are you sure?` - Primary action: specific verb. Secondary: `Cancel`. > Title: `Delete project permanently` · Primary: `Delete` · Secondary: `Cancel` ### Onboarding / Instructional text - Use numbered steps for sequences. One action per step. - State prerequisites before the action. > `1. Select the structure type. 2. Enter the dimensions. 3. Run the risk assessment.` ### Error messages Follow the 3-part pattern. Never blame the user. > `The calculation could not be completed. One or more input values are outside the permitted range per IEC 62305-2. Check the highlighted fields and recalculate.` ### Safety warnings Follow the safety-critical 3-part pattern. Always Formal + Neutral. --- ## 10. What to Avoid (always) - Marketing language in product UI: *powerful, innovative, seamless, cutting-edge, game-changing* - Vague severity: *may cause issues*, *could be a problem* → state the actual risk - Humor, emojis, or colloquialisms in safety-critical or instructional contexts - Passive-aggressive tone: *You forgot to…*, *Please make sure you…* (implied blame) - Invented technical or legal claims - Nested bullet lists — flat structure only - Hedging chains: *might possibly be able to* → *can* or state the condition directly --- ## 11. Localization Notes - Avoid idioms, sarcasm, and culturally specific metaphors. - Terminology must be consistent across DE and EN — use the glossary for both languages. - German UI: formal address (`Sie`, not `du`) unless product explicitly targets a casual register. - EN decimals `.`; DE decimals `,`. Apply consistently within a language version. --- ## 12. Self-Check (apply before finalizing any copy) - [ ] Plain language, active voice, consistent approved terms - [ ] Tone fits context — safety-critical copy is always Formal + Neutral - [ ] Safety-critical copy follows the 3-part mandatory pattern - [ ] Numbers use SI units with correct decimal separator for the target language - [ ] Standards and norms cited precisely - [ ] No marketing language in product/instructional UI - [ ] Inclusive, blame-free, accessible language - [ ] Clear next step present where relevant