Voice and Tone
The Sabre Voice
Our voice is human. It’s smart, friendly and straightforward. In the context of our applications, we use language that guides users and helps them advance toward achieving their goals.
Sabre’s voice is built on three core personality traits: infectiously upbeat, knowingly provocative, and endlessly supportive. In product experiences, these traits translate into writing that is clear, human, and confidently helpful—always guiding users toward what’s next.
We make UI copy:
- Clever, but not silly
- Confident, but not arrogant
- Smart, but not scholarly
- Brilliant, but not formal
- Helpful, but not overbearing
Tone (How We Adapt)
Voice is who we are. Tone adjusts to the moment. In products, tone adapts accordingly:
- High‑stakes actions (delete, irreversible changes): steady, calm, clear
- Success states (confirmed, saved, completed): upbeat, encouraging
- Guidance moments (multi‑step flows, onboarding): warm, supportive, straightforward
Writing for Product Interfaces
Be Positive
Focus on progress and clarity.
- Lead with what’s possible, not what went wrong.
- Reinforce confidence in what happens next.
- Use encouraging moments to carry users through long tasks.
Be Concise
Say only what the user needs — nothing more.
- Keep sentences short and scannable.
- Use bullets for clarity.
- Reveal extra detail only when the user needs it.
- Favor clear labels over explanatory text.
Be Clear
Clarity beats clever.
- Use simple, familiar language.
- Avoid jargon unless it’s standard for the audience.
- Stay precise when technical terms are necessary.
Be Human
Write like you’re talking to someone, not at them.
- Use “you” and “your.”
- Personalize when appropriate (sign‑in, dashboards).
- Avoid “the system”—focus on the user’s action or result.
Additional Resources
For deeper brand context and extended examples beyond UI usage, visit the following resources:
