Language, tone and brand identity
Words and identity shape recognition and understanding. They influence whether readers receive coherent information across pages as well as how the brand looks and sounds.
Use confirmed names
Business, product, role and service names need an agreed source. Legal identity, trademarks, registrations and certifications have distinct processes; appearance in a design does not prove those processes are complete.
Replace abstraction with explanation
An enterprise knowledge layer becomes clearer when explained through knowledge management, sources, maintenance, search and AI access. A title identifies the subject and work; paragraphs explain conditions and boundaries.
Align language and visual expression
Vocabulary, sentence structure and imagery should support the same value. Different media can vary in length and density while retaining consistent facts, promises and key terminology.
Consider readability and rights
Type size, contrast and alternative text affect accessibility. Fonts, photography and illustrations also have usage conditions. A deliverable needs to be readable, permitted and maintainable beyond a single screenshot.