Design systemWriting
How Petavue sounds on screen. Short, specific and calm, written for marketing and revenue teams.
The people using Petavue run campaigns, budgets and pipeline. They want to know what happened, why, and what to do next. Copy should get them there in as few words as possible.
Voice
- Specific. "Cost per lead rose 18% on LinkedIn this week" beats "Performance changed".
- Calm. No exclamation marks, no hype, no urgency that the data does not support.
- Plain. Use the words marketers use: campaign, pipeline, spend, lead, conversion. Avoid internal names and ids.
Patterns to avoid
These read as machine-written and make the product feel generic.
| Avoid | Write instead |
|---|---|
| "Good evening, Alex! What should we make today?" | "Good evening, Alex." |
| "Dashboards, reports and more — all in one place." | Let the controls show what is possible. |
| "Powerful", "seamless", "effortless", "unlock" | Say what it does. |
| A dash used to join a slogan to a claim | Two short sentences, or one. |
| "Oops! Something went wrong." | "Could not publish the page. Try again." |
Buttons and menu items
A verb and, when needed, an object. Sentence case.
| Avoid | Write |
|---|---|
| OK | Publish page |
| Submit | Send request |
| Click here to view all recommendations | View all |
Empty states
Say what is missing and what to do about it, in one or two sentences, with one action.
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Errors
Say what failed and what to do. Do not blame the user, and do not apologise at length.
| Avoid | Write |
|---|---|
| Invalid input. | Enter a work email, such as alex@meridian.com. |
| Error 500. | Could not load campaigns. Refresh to try again. |
Numbers and dates
- Use the units people expect:
$12.4K,18%,2.4x. - Show the comparison with the change: "up 18% on last week".
- Dates: "Oct 6", or "Oct 6, 7:34 AM" when the time matters.