Tone of voice

Recommendations

All Q-Park communications should be clear and concise, and easy to understand at a glance - for visuals, and on first reading for texts. Follow your country/language ‘plain language’ guidelines.

• Use inclusive language so not to offend

• Use the active voice to communicate in a direct, concise and dynamic tone

• Be positive and emphasise what can be done

• Give credit for sources and images used and respect copyright

Writing for the digital world

Text for web pages should be brief and to the point.

• One page deals with a single topic or one specific key word

• Use maximum 200-250 words per screen, yet provide complete information

• Use short sentences but do not oversimplify

Website visitors scan rather than read.

• Structure the information using headings and subheadings

• Always mention in the 1st heading of your text the key word of the page

• Ensure that headings, paragraphs and colours are used consequentially

• Use bullets to convey information concisely

• Use FuturaTDem to emphasize (never bold)

Make the text inviting and attractive:

• Use the key word of the page in the title

  • Keep titles brief (maximum 88 characters)

  • Avoid superlatives in titles

• When placing links in text, inform visitors what they will find

Quality check

Use this checklist before publishing or sending out anything you have written.

• Is the spelling and grammar correct, use the spelling checker but don’t rely on it

• Is the text well structured and logical

• Is everything covered

• Is the content accurate

• Is the level of detail appropriate

• Is there irrelevant information that can be omitted

• Is the communication:

  • accurate

  • specific

  • concise

  • consistent

  • unbiased