Writing

Macro-copy is fairly generic or over-/under-used.

Macro-copy is specific and used appropriately amount to guide the user.

Macro-copy is used deliberately throughout, and tone of voice has clearly been considered as appropriate.

Macro-copy is 🔥

Micro-copy is fairly generic or over-/under-used.

Micro-copy is specific and used an appropriate amount to aid user understanding.

Micro-copy is used deliberately throughout, and tone of voice has clearly been considered as appropriate.

Micro-copy is 🔥

Consistency is attempted, but the tone is still off in places, or doesn’t align with the brand.

Tone is consistently applied throughout, and an intention behind the voice is starting to emerge.

Tone is consistently applied throughout, with a clear intention and purpose behind the voice at all times.

The tone aligns perfectly with the brand, to create a unified voice for the product/service.