# Voice and tone

There are no formal tone-of-voice guidelines for Wellcome Collection. However…

 

All our content should either deliver a Wellcome Collection experience then and there (such as with Stories) or give the user the information they need to know to decide whether they want to or are able to participate.

Content should not be promotional in tone – but rather conversational or informational. Question adjectives that come across as selling – stunning, unique, world-class. Instead show/explain what it is that makes them that way.

* Write as you would speak – keep the tone conversational.
* Use ‘you’ and ‘we’ instead of ‘visitors’ and ‘Wellcome Collection’.
* Be human – our work is centred around people and their experiences.