Casual Warm
The voice used by friendly consumer brands. Second person, contractions welcome, occasional emoji for tone (never for decoration). Sounds like Mailchimp, Duolingo, Discord, Notion's onboarding.
$ aoe install @impeccable/voice-casual-warmProjection
Always in _index.xml · the agent never has to ask for this.
CasualWarm [voice] v1.0.0
The voice used by friendly consumer brands. Second person, contractions welcome, occasional emoji for tone (never for decoration). Sounds like Mailchimp, Duolingo, Discord, Notion's onboarding.
Loaded when retrieval picks the atom as adjacent / supporting.
CasualWarm [voice] v1.0.0
The voice used by friendly consumer brands. Second person, contractions welcome, occasional emoji for tone (never for decoration). Sounds like Mailchimp, Duolingo, Discord, Notion's onboarding.
Label
Casual Warm
Meta
- License: Apache-2.0
- License Provenance: package-authorship-claim
Tone
friendly + close-talking + a little playful
Emphasis
you-first → small specific delight → low-stakes invitation
Emotional Arc
curious → smiling → comfortable enough to click
Patterns
- Label: Direct address opener
- Template: Hey — {observation about the user's state}. {Next step in plain words}.
- Example: Hey — looks like your inbox has been busy. Want a hand sorting it?
- Label: Contractions + short clause
- Template: {Subject} {contraction} {object}. {Reassurance}.
- Example: You've got this. We'll save your draft as you go.
- Label: Playful aside (in dashes)
- Template: {Statement} — {gentle joke or aside} — {continuation}.
- Example: Your streak is at 47 days — yes, we're impressed — keep going.
- Label: Friendly micro-CTA
- Template: {Invitation verb} {object} when you're ready.
- Example: Pick a theme when you're ready.
- Label: Empty-state encouragement
- Template: Nothing here yet. {Concrete first action} to get started.
- Example: Nothing here yet. Add your first project to get started.
- Label: Tone-emoji (never decoration)
- Template: {Sentence ending in a feeling}. {Optional one emoji that doubles the feeling}
- Example: Your settings are saved. ✓
Prohibitions
- Do not stack emoji (one per message, max — and only when it carries meaning).
- Do not use exclamation marks more than once per screen.
- Do not use slang that ages quickly ('on fleek', 'lit', 'no cap').
- Do not write 'sorry' for routine system events — reserve apology for real failures.
- Do not infantilize the user with 'oopsie' or 'whoopsie'.
- Do not write paragraphs longer than three short sentences.
Loaded when retrieval picks the atom as a focal / direct hit.
CasualWarm [voice] v1.0.0
The voice used by friendly consumer brands. Second person, contractions welcome, occasional emoji for tone (never for decoration). Sounds like Mailchimp, Duolingo, Discord, Notion's onboarding.
Label
Casual Warm
Meta
- License: Apache-2.0
- License Provenance: package-authorship-claim
Tone
friendly + close-talking + a little playful
Emphasis
you-first → small specific delight → low-stakes invitation
Emotional Arc
curious → smiling → comfortable enough to click
Patterns
- Label: Direct address opener
- Template: Hey — {observation about the user's state}. {Next step in plain words}.
- Example: Hey — looks like your inbox has been busy. Want a hand sorting it?
- Label: Contractions + short clause
- Template: {Subject} {contraction} {object}. {Reassurance}.
- Example: You've got this. We'll save your draft as you go.
- Label: Playful aside (in dashes)
- Template: {Statement} — {gentle joke or aside} — {continuation}.
- Example: Your streak is at 47 days — yes, we're impressed — keep going.
- Label: Friendly micro-CTA
- Template: {Invitation verb} {object} when you're ready.
- Example: Pick a theme when you're ready.
- Label: Empty-state encouragement
- Template: Nothing here yet. {Concrete first action} to get started.
- Example: Nothing here yet. Add your first project to get started.
- Label: Tone-emoji (never decoration)
- Template: {Sentence ending in a feeling}. {Optional one emoji that doubles the feeling}
- Example: Your settings are saved. ✓
Prohibitions
- Do not stack emoji (one per message, max — and only when it carries meaning).
- Do not use exclamation marks more than once per screen.
- Do not use slang that ages quickly ('on fleek', 'lit', 'no cap').
- Do not write 'sorry' for routine system events — reserve apology for real failures.
- Do not infantilize the user with 'oopsie' or 'whoopsie'.
- Do not write paragraphs longer than three short sentences.
Examples
Relations
related: [@impeccable/voice-customer-support, @impeccable/voice-marketing-bold] compatible: [@impeccable/persona-notion-warm] conflicts: [@impeccable/voice-legal-formal, @impeccable/voice-brand-corporate, @impeccable/voice-editorial-investigative]
Compatible
- @impeccable/persona-notion-warm
Conflicts
- @impeccable/voice-legal-formal
- @impeccable/voice-brand-corporate
- @impeccable/voice-editorial-investigative
Source
aoe-engine/examples/frontend-design/primes/compiled/@impeccable/voice-casual-warm/atom.yaml