brand-guidelines
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ChineseBrand Guidelines
品牌指南
Write user-facing copy following Sentry's brand guidelines.
遵循Sentry品牌指南撰写用户面向的文案。
Tone Selection
语气选择
Choose the appropriate tone based on context:
| Use Plain Speech | Use Sentry Voice |
|---|---|
| Product UI (buttons, labels, forms) | 404 pages |
| Documentation | Empty states |
| Error messages | Onboarding flows |
| Settings pages | Loading states |
| Transactional emails | "What's New" announcements |
| Help text | Marketing copy |
Default to Plain Speech unless the context specifically calls for personality.
根据场景选择合适的语气：
| 使用Plain Speech | 使用Sentry Voice |
|---|---|
| 产品UI（按钮、标签、表单） | 404页面 |
| 文档 | 空状态 |
| 错误提示 | 引导流程 |
| 设置页面 | 加载状态 |
| 事务性邮件 | “新功能”公告 |
| 帮助文本 | 营销文案 |
默认使用Plain Speech，除非场景明确需要体现个性。
Plain Speech (Default)
Plain Speech（默认风格）
Plain Speech is clear, direct, and functional. Use it for most UI elements.
Plain Speech清晰、直接且实用，适用于大多数UI元素。
Rules
规则
- Be concise - Use the fewest words needed
- Be direct - Tell users what to do, not what they can do
- Use active voice - "Save your changes" not "Your changes will be saved"
- Avoid jargon - Use simple words users understand
- Be specific - "3 errors found" not "Some errors found"
- 简洁 - 用最少的文字表达需求
- 直接 - 告诉用户要做什么，而非能做什么
- 使用主动语态 - 例如“保存更改”而非“你的更改将被保存”
- 避免行话 - 使用用户易懂的简单词汇
- 具体明确 - 例如“发现3个错误”而非“发现一些错误”
Examples
示例
| Instead of | Write |
|---|---|
| "Click here to save your changes" | "Save" |
| "You can filter results by date" | "Filter by date" |
| "An error has occurred" | "Something went wrong" |
| "Please enter a valid email address" | "Enter a valid email" |
| "Are you sure you want to delete?" | "Delete this item?" |
| 避免写法 | 推荐写法 |
|---|---|
| “点击此处保存更改” | “保存” |
| “你可以按日期筛选结果” | “按日期筛选” |
| “发生了一个错误” | “出了点问题” |
| “请输入有效的邮箱地址” | “输入有效邮箱” |
| “你确定要删除吗？” | “删除此项目？” |
Sentry Voice
Sentry Voice
Sentry Voice adds personality in appropriate moments. It's empathetic, self-aware, and occasionally snarky.
Sentry Voice在合适的场景下增添个性，兼具共情、自知之明，偶尔带点调侃。
Principles
原则
- Empathetic snark - Direct frustration at the situation, never the user
- Self-aware - Acknowledge the absurdity of software
- Fun but functional - Personality should enhance, not obscure meaning
- Earned moments - Only use when users have time to appreciate it
- 共情式调侃 - 针对情况表达不满，而非针对用户
- 有自知之明 - 承认软件的荒谬之处
- 有趣但实用 - 个性应增强而非掩盖信息
- 适得其时 - 仅在用户有时间欣赏时使用
Examples
示例
404 Pages:
"This page doesn't exist. Maybe it never did. Maybe it was a dream. Either way, let's get you back on track."
Empty States:
"No errors yet. Enjoy this moment of peace while it lasts."
Onboarding:
"Let's get your first error. Don't worry, it's not as scary as it sounds."
Loading States:
"Crunching the numbers..." "Fetching your data..."
404页面：
“此页面不存在。也许它从未存在过，也许只是一场梦。无论如何，让我们帮你回到正轨。”
空状态：
“还没有错误出现。享受这片刻的宁静吧，它不会持续太久。”
引导流程：
“让我们获取你的第一个错误。别担心，这并没有听起来那么可怕。”
加载状态：
“正在处理数据...” “正在获取你的数据...”
When NOT to Use Sentry Voice
不宜使用Sentry Voice的场景
- Error messages (users are frustrated)
- Settings pages (users are focused)
- Documentation (users need information)
- Billing/payment flows (users need trust)
- 错误提示（用户已处于沮丧状态）
- 设置页面（用户专注于操作）
- 文档（用户需要准确信息）
- 账单/支付流程（用户需要信任感）
General Rules
通用规则
Spelling and Grammar
拼写与语法
- Use American English spelling (color, not colour)
- Use Title Case for headings and page titles
- Use Sentence case for body text, buttons, and labels
- 使用美式英语拼写（如color而非colour）
- 标题和页面标题使用标题大小写
- 正文、按钮和标签使用句子大小写
Punctuation
标点
- No exclamation marks in UI text (exception: celebratory moments)
- No periods in short UI labels or button text
- Use periods in complete sentences and help text
- No ALL CAPS except for acronyms (API, SDK, URL)
- UI文本中不使用感叹号（庆祝场景除外）
- 简短UI标签或按钮文本中不使用句号
- 完整句子和帮助文本中使用句号
- 除首字母缩写（API、SDK、URL）外，不使用全大写
Word Choices
词汇选择
| Avoid | Prefer |
|---|---|
| Please | (omit) |
| Sorry | (be specific about the problem) |
| Error occurred | Something went wrong |
| Invalid | (explain what's wrong) |
| Success! | (describe what happened) |
| Oops | (be specific) |
| 避免使用 | 推荐使用 |
|---|---|
| 请 | （省略） |
| 抱歉 | （具体说明问题） |
| 发生错误 | 出了点问题 |
| 无效 | （说明问题所在） |
| 成功！ | （描述所发生的情况） |
| 哎呀 | （具体说明） |
Dash Usage
破折号使用
| Type | Use | Example |
|---|---|---|
| Hyphen (-) | Compound words, ranges | "real-time", "1-10" |
| En-dash (--) | Ranges, relationships | "2023--2024", "parent--child" |
| Em-dash (---) | Interruption, emphasis | "Errors---even small ones---matter" |
In most UI contexts, use hyphens. Reserve en-dashes for date ranges and em-dashes for longer prose.
| 类型 | 用途 | 示例 |
|---|---|---|
| 连字符 (-) | 复合词、范围 | "real-time"、"1-10" |
| 短破折号 (--) | 范围、关系 | "2023--2024"、"parent--child" |
| 长破折号 (---) | 中断、强调 | "Errors---even small ones---matter"（错误——即使是小错误——也很重要） |
在大多数UI场景中使用连字符。短破折号保留用于日期范围，长破折号保留用于较长的散文内容。
UI Element Guidelines
UI元素指南
Buttons
按钮
- Use action verbs: "Save", "Delete", "Create"
- Be specific: "Create Project" not just "Create"
- Max 2-3 words when possible
- No periods or exclamation marks
- 使用动作动词：“保存”、“删除”、“创建”
- 具体明确：“创建项目”而非仅“创建”
- 尽可能控制在2-3个词以内
- 不使用句号或感叹号
Error Messages
错误提示
- Say what happened
- Say why (if helpful)
- Say what to do next
Good: "Could not save changes. Check your connection and try again."
Bad: "Error: Save failed."
- 说明发生了什么
- 说明原因（如有帮助）
- 说明下一步该怎么做
好例子： “无法保存更改。请检查网络连接后重试。”
坏例子： “错误：保存失败。”
Empty States
空状态
- Explain what would normally be here
- Provide a clear action to populate the state
- Sentry Voice is appropriate here
Good: "No projects yet. Create your first project to start tracking errors."
- 说明此处通常应显示的内容
- 提供明确的操作以填充内容
- 此处适合使用Sentry Voice
好例子： “还没有项目。创建你的第一个项目以开始追踪错误。”
Confirmation Dialogs
确认对话框
- Make the action clear in the title
- Explain consequences if destructive
- Use specific button labels ("Delete Project", not "OK")
- 标题中明确操作
- 如果是破坏性操作，说明后果
- 使用具体的按钮标签（“删除项目”而非“确定”）
Tooltips and Help Text
提示框与帮助文本
- Keep under 2 sentences
- Explain the "why", not just the "what"
- Link to docs for complex topics
- 控制在2句话以内
- 解释“原因”，而非仅“内容”
- 复杂主题链接至文档
Anti-Patterns
反模式
Avoid these common mistakes:
- Robot speak: "Item has been successfully deleted" -> "Deleted"
- Passive voice: "Changes were saved" -> "Changes saved"
- Unnecessary words: "In order to" -> "To"
- Hedging: "This might cause..." -> "This will cause..."
- Double negatives: "Not unlike..." -> "Similar to..."
- Marketing speak in UI: "Supercharge your workflow" -> "Speed up your workflow"
避免这些常见错误：
- 机器人式表述： “项目已成功删除” -> “已删除”
- 被动语态： “更改已被保存” -> “已保存更改”
- 冗余词汇： “为了” -> “要”
- 含糊其辞： “这可能会导致...” -> “这将导致...”
- 双重否定： “并非不像...” -> “类似于...”
- UI中使用营销话术： “让你的工作流程超级高效” -> “加快你的工作流程”