---
bcp_version: "0.8"
file_type: voice
parent: https://registry.brandcontextprotocol.dev/visa-f26a1c9f/.well-known/brand.md
last_updated: 2026-09-04
---

# Voice

Visa's public Product Design System defines three voice qualities: **active, readable, and human**. The default tone is neutral, straightforward, and direct. Tone flexes with context without changing the underlying voice.

## Voice constants

```yaml
voice:
  active:
    meaning: "Actionable and global"
    guidance: "Help people complete tasks efficiently with clear language that can work across markets."
    tier: core
  readable:
    meaning: "Clear, concise, thoughtful"
    guidance: "Anticipate questions, make content easy to scan, and simplify complex concepts without losing accuracy."
    tier: core
  human:
    meaning: "Energetic, authentic, personable"
    guidance: "Use inclusive, conversational language that is neither too formal nor too casual and never robotic."
    tier: core
```

## Tone by context

```yaml
contexts:
  default:
    tone: "Neutral, straightforward, direct"
    tier: core
  success:
    tone: "Celebratory"
    guidance: "Positive and congratulatory without exaggerated enthusiasm."
    tier: default
  instructions_and_support:
    tone: "Supportive"
    guidance: "Helpful, engaging, and focused on the next useful action."
    tier: default
  errors_and_alerts:
    tone: "Professional"
    guidance: "Clear, calm, direct, and non-accusatory; explain the simplest corrective action."
    tier: core
  onboarding:
    tone: "Welcoming"
    guidance: "Inviting and encouraging while remaining concise."
    tier: default
```

## We are / we are not

| We are | We are not |
|---|---|
| Active and actionable | Passive or indirect by default |
| Clear and concise | Complex or intimidating |
| Thoughtful and useful | Vague |
| Human and inclusive | Robotic |
| Helpful | Accusatory or patronizing |

## Vocabulary

```yaml
prefer:
  - word: "clear command verbs in calls to action"
    tier: core
    rationale: "The Visa grammar guide says actions should make the result clear, such as Save, Apply, or Send."
  - word: "issuer or financial institution"
    tier: core
    rationale: "Use the responsible party when account terms, card decisions, disputes, or refunds are involved."
  - word: "network"
    tier: default
    rationale: "Visa publicly describes itself as a trusted network."
avoid:
  - word: "technical jargon, unexplained codes, and undefined acronyms"
    tier: core
    rationale: "These make guidance harder to understand and assume specialist knowledge."
  - word: "blaming language"
    tier: core
    rationale: "Error and alert copy should not accuse the user."
  - word: "overly playful jokes or culture-specific wordplay"
    tier: default
    rationale: "They may not translate or be widely understood."
  - word: "absolute security language"
    tier: core
    rationale: "Do not turn Visa's security work into an unqualified guarantee."
```

## Grammar and formatting

```yaml
active_voice: "Prefer for success, instructions, and neutral updates."
passive_voice: "Use when it makes a sensitive error or legal statement less accusatory."
sentence_case: true
oxford_comma: true
contractions: "Use where they make language more conversational and human."
headings_labels_buttons_terminal_punctuation: false
exclamation_points: "Use sparingly; no more than one on a page or view, and only when the context supports it."
calls_to_action: "Start with a command verb except for familiar navigation such as Next or Back."
acronyms: "Define on first use unless the audience unquestionably knows them."
symbols_as_words: "Avoid replacing words such as and with symbols in prose."
readability_target: "For product and documentation content, aim for approximately a sixth-grade reading level when accuracy permits."
```

## Examples

| On-brand | Off-brand |
|---|---|
| "Enter your card details, then select Continue" | "Cardholder credentials must be inputted prior to proceeding" |
| "Something went wrong. Wait a few minutes and try again" | "You made an error while processing your transaction" |
| "Contact your issuer for details about your account" | "Visa will waive the fee" |
| "Your file was saved" | "We're incredibly thrilled to announce that your file was successfully saved!" |

## Sources

- Voice and tone: https://design.visa.com/content/voice-and-tone/
- Grammar and punctuation: https://design.visa.com/content/grammar/
- Messaging: https://design.visa.com/content/messaging/
- Readability: https://design.visa.com/content/readability/