Lexicon

An A–Z of words and how we use them.

Audience

We gener­ally talk about audi­ence, and not audi­ences. We believe that split­ting audi­ence up into discrete groups is arti­fi­cial and doesn’t reflect the complexity and diversity of people’s back­grounds and motivations.

Emoji

We use emoji (the term) as both the singular and the plural.

We use emoji (the small iconic images) sparingly.

Voice and tone

We always talk about voice and tone, never “tone of voice”. For us, voice is the person­ality, the part that never changes. Whereas tone flexes depending on context. Combining the two gives both consist­ency and appropriateness.