Brand
Voice & Tone
Kaptio's voice is consistent across contexts. Our tone adapts to the situation — warmer in marketing, more precise in documentation, more reassuring in error states.
Voice Principles
Professional, not corporate
We know our domain deeply and speak with authority, but we never hide behind jargon or formality. We explain, we don't obfuscate.
Your itinerary has 3 days without accommodation assigned.
WARN: Accommodation allocation incomplete. Please review record configuration.
Helpful, not patronising
Our users are experts in their business. We guide without talking down. We offer next steps, not lectures.
This departure is 80% full. Consider opening a waitlist.
Great job! You're almost there! Just a few more seats to fill!
Concise, not terse
Every word earns its place, but we never sacrifice clarity for brevity. If an extra sentence prevents confusion, write it.
Payment failed. The card was declined by the issuing bank. Ask the customer to try a different card.
Payment failed.
Modern, not trendy
We use current language that feels natural. We don't chase slang, emojis in UI text, or artificially casual patterns.
Your document is ready to send.
Boom! Doc is good to go! 🚀
Heading and text colour
Headings and text colour in slides should use #212121
Opportunity Ranking Core Triad
Opportunity Ranking Core Triad
Readability is best when things are kept simple and can be important on remote meetings when people have different resolution and brightness on their screens. If you need to highlight something use underline for example or our brand colour Seagreen. When in doubt keep it simple.
Tone by Context
The voice stays the same. The tone shifts.
Marketing & Website
Warm, confident, aspirational
"Build the travel business your customers deserve."
Enablement & Docs
Clear, precise, supportive
"To configure seasonal pricing, navigate to Inventory > Seasons and select the package."
Product UI
Direct, efficient, calm
"3 bookings need attention before this departure can close."
Error States
Reassuring, actionable
"We couldn't save your changes. Check your connection and try again."
Success States
Brief, confirming
"Document sent to jane@example.com."