Content style guideVoice and tone
Voice and tone are essential parts of communication. They play a crucial role in building identity and trust.
Voice is how we show who we are and is consistent across our products and services.
Tone adapts to the channel and user need.
Home Office voice
Our voice is:
- human
- empowering
- respectful
- clear
Using this voice consistently across our products and services is one of the ways we demonstrate the Home Office values of courage, compassion, respect and collaboration.
| Voice | What this means | Example |
|---|---|---|
| Human | Use natural language that the audience understands. | 'You can work, study, and travel in and out of the UK with this permit' rather than 'It allows employment, education, and unlimited entry/exit.' |
| Empowering | Emphasise what the user can do, using ‘you’ and the active voice. | 'You can prove your English language ability by...' rather than 'You will be assessed on your English language ability'. |
| Respectful | Be inclusive, considerate, and sensitive, instead of accusing or demanding. | ‘It is important that you explain what has happened to you and your family' rather than 'Tell the interviewer everything or it can count against you'. |
| Clear | Use clear language and avoid hiding meaning behind jargon or legal language. | 'Give your fingerprints and photo' rather than 'Provide biometric information'. |
Tone
Unlike voice, tone can change. We adapt it all the time in spoken communication, for example using a softer tone with children or a more formal tone with our manager.
It will still be recognisable as the Home Office through the use of our voice, but it will suit the user need and channel.
Here are some examples from our services:
- For our case management system, we use a direct tone that focuses on tasks and action rather than explanation: for example, ‘You must check the applicant’s documents’.
- For our HR chat tool, we use a conversational but professional tone which is informal (but not over familiar), polite and helpful: for example, ‘Need to find a colleague’s role and team?’
- When inviting neurodiverse participants to research, we use an empathetic and reassuring tone to create psychological safety.
- For users downloading large datasets, we remind them of their data handling responsibilities in a clear and concise tone, using short sentences to minimise the cognitive load.
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