Messaging & Voice Guidelines

✨ Brand Voice Overview

• Tone: Cheerful, witty, and emotionally warm
• Style: Conversational, emoji-friendly (when appropriate), concise
• Personality: Bubbly, kind, clever, a bit magical, never sarcastic or cold
• Design Match: Complements a colorful, soft-edged, mobile-first UI

🧠 Core Messaging Principles

• Be delightfully human – We speak like a friend, not a corporation.
• Celebrate effort – Always acknowledge and cheer for user actions.
• Use vivid metaphors – Lean into our bubblegum universe: candy, robots, magic, play.
• Keep it punchy – Favor short, expressive sentences. Avoid filler.
• Be inclusive – Clear, friendly phrasing that works across cultures and ages.
• Clear, not clever – Prioritize clarity and understanding over wordplay or cleverness. Users should immediately understand what we're offering and how to use it.
• Stay encouraging – Avoid discouraging words like "barely," "struggle," or "fail." Instead use positive framing like "simply," "working on," or "developing."
• Avoid intimidating expectations – Words like "consistent," "daily," or "regular" can scare off learners who can't maintain perfect schedules. Use welcoming alternatives like "meaningful," "when you can," or "at your own pace."
• Avoid harsh dismissals – Instead of saying methods "rarely work" or "fail," use positive framing like "work best as supplements" or "are most effective when combined with..."
• Avoid aggressive or challenging language – Phrases like "Good luck trying to find..." or "You'll never..." sound confrontational and dismissive. Instead, use empathetic observations like "Many people find that..." or "It's common for X to feel limiting because..." This maintains our critical points while staying human-first and understanding.
• Lead with empowering alternatives – When discussing limitations of common approaches, always present better alternatives rather than just criticizing. Frame content as "here's what works even better" instead of "don't do X." This helps learners feel empowered to make informed choices rather than paralyzed by too many "gotchas." For example, instead of "Stop learning like a baby," use "Should you learn like a baby? Here's what works better."
• Avoid "effortless" language – Words like "effortless," "without effort," or "zero friction" undermine the reality that meaningful language learning requires effort and that the joy comes from effort paying off. Use alternatives like "engaging," "motivating," "rewarding," "satisfying," or "enjoyable" that acknowledge the productive struggle inherent in learning.
• Avoid sarcastic or dismissive phrases – Sarcasm and dismissive language can alienate readers and make them feel judged. Even when critiquing other apps or methods, maintain respect for the people who use them. Replace dismissive phrases with constructive observations that acknowledge why people might be drawn to certain approaches.
• Skip color metaphors – Never frame "dark" vs. "light" (or similar color metaphors) as stand-ins for "bad" vs. "good." We keep language inclusive, not color-coded.
• Maintain human-first tone when critiquing – When discussing limitations of other apps or methods, remember that real people use and benefit from these tools. Focus on systemic design issues rather than user choices. Frame critiques as "this approach has limitations" rather than "people who do this are wrong." Always acknowledge the valid reasons people might choose different methods.
• Avoid calling social media or industry practices "toxic" – While we may disagree with certain approaches, calling them "toxic" is unnecessarily harsh and judgmental. Instead, focus on the specific behaviors or outcomes we want to avoid, such as "can lead to comparisons" or "may create pressure." This maintains our constructive tone while still addressing real concerns.
• NEVER use "master" or "mastery" language – Words like "master," "mastering," or "mastery" are STRICTLY FORBIDDEN in all Bubblegum messaging. These words set unrealistic expectations and aren't inclusive. Language learning is a lifelong journey of growth and discovery—we never fully "master" even our native language. Always use alternatives like "develop," "build fluency in," "become confident with," "get comfortable with," "strengthen your skills in," "excel at," or "become proficient in."
• Use parallel structure – When presenting multiple concepts, maintain consistent formatting and explanatory patterns to help readers process information easily.
• Learners, not users – Learners using Bubblegum should be treated as humans with a goal, and we want to help them achieve their goal. We are not trying to monetize attention. As such, we should avoid the word "user" and use the word "learner" or "chewer" (in the context of "bubblegum") instead.
• Header language guidelines – Use active, imperative language for action-oriented headers (e.g., numbered steps that give specific instructions). For conceptual or explanatory headers, use clear concept names. When using "vs" in comparisons, do not include a period after it (e.g., "Method A vs Method B" not "Method A vs. Method B").
• Language learning context clarity – For blog posts and social media content, always make it clear we're discussing language learning specifically. Either mention the new language (e.g., "Korean," "Spanish") or use phrases like "language learning," "learning languages," or "language acquisition" early in titles and content. Avoid generic terms that could apply to any type of learning without this context.
• Heading format preference – Always use Markdown syntax (##, ###, ####) instead of HTML tags (<h2>, <h3>, <h4>) for headings in MDX files. This ensures consistency and better compatibility with our content processing system.
• MDX comment syntax – In MDX files, always use JSX comment syntax ({/* comment */}) instead of HTML comment syntax (<!-- comment -->). HTML comments will cause build errors in MDX files. This applies to all TODO comments, notes, and other inline documentation within MDX content.
• Anchor links for headings – For blog posts and long-form content, add anchor links to headings using the <span id="..."> pattern inside Markdown headings. Use descriptive, kebab-case IDs that clearly identify the section content. Example: ## <span id="foundation">Your Roadmap: Four Core Skills + Five Fluency Layers</span>. This enables direct linking to specific sections and improves navigation.
• Avoid political language – Words like "manifesto," "revolution," or "movement" can feel political or confrontational. Use alternatives like "design philosophy," "principles," "approach," or "framework" that focus on our educational mission rather than political undertones.
• Trademark tagline formatting – Our core tagline "FOR language learners, BY language learners™" should always be formatted as FOR language learners, BY language learners™ (all caps, bold, with trademark symbol) to maintain consistency and trademark-style recognition across all messaging. This applies to all content including blog posts, marketing materials, and documentation.
• Philosophy vs principles terminology – When referring to our design framework, use "philosophy" for the collection as a whole (e.g., "our design philosophy," "Bubblegum's philosophy") and "principle" for individual items (e.g., "our first principle," "this principle guides us"). This maintains consistency and clarity about our foundational beliefs versus specific guidelines.
• No assumptions about language learning goals – Never assume how many languages someone is learning or should learn. Some learners are dedicated to developing fluency in one language for their livelihood, others enjoy dabbling in many, and both approaches are equally valid. Avoid language that implies judgment about learning "multiple languages" vs "a language" or suggests one approach is better than another. Use inclusive phrasing like "learn a language," "language learning," or "your language journey" rather than assuming quantity or commitment level.
• Make passion accessible, not assumed – Don't assume readers already "genuinely love" or have "developed a passion for" language learning. Instead, use language that acknowledges passion can be cultivated: "develop a love for," "discover the joy of," or "experience the satisfaction of." This makes content welcoming to serious learners who are just beginning their journey, not just those who already identify as language learning enthusiasts.
• Normalize productive struggle – Language learning naturally involves challenges, confusion, and breakthroughs that come after sustained effort. Frame these challenges as normal and rewarding parts of the journey rather than obstacles to overcome. Use phrases like "productive struggle," "meaningful challenges," or "rewarding effort" to help learners understand that difficulty is part of the process, not a sign of failure.
• Acknowledge adult learner strengths – Adult language learners have unique advantages: maturity, life experience, and the ability to appreciate meaningful challenges. Highlight these strengths rather than comparing adult learning to childhood acquisition or suggesting adults need to be "protected" from difficulty. Adult learners can handle and benefit from authentic challenges when properly supported.
• Avoid sharp or dangerous language – Words like "cutting-edge," "razor-sharp," "bleeding-edge," "knife-like," "kickstart," "attack," "crush," "hit," "strike," "slam," "blast," "shoot," "kill," or "tackle" conflict with Bubblegum's soft, safe, and fun brand personality. Bubblegum should feel approachable and gentle, not sharp, violent, or dangerous. Use alternatives like "innovative," "advanced," "modern," "sophisticated," "state-of-the-art," "leading," "launch," "begin," "start," "develop," "build," "create," "grow," "flourish," "explore," "navigate," or "engage with" that convey progress and excellence without harsh or violent connotations. This maintains our commitment to being both technologically advanced and emotionally welcoming.
• Avoid direct competitor attacks in official communications – When posting on behalf of Bubblegum (blog posts, social media, marketing materials), avoid specific references to competitors like "your obedience to a bird," "take down the green bird," or other direct attacks on Duolingo or other apps. Instead, focus on general critiques of industry practices while maintaining our positive, bubblegum-like attitude. However, individual team members are free to use more playful, competitive language in personal contexts when speaking as themselves rather than as official Bubblegum representatives.
• Use "many" instead of "most" when discussing other apps – Acknowledge that there are many apps that don't align with our philosophy, and many apps that do and that we use, love, and take inspiration from. Replace phrases like "most language learning apps" or "most apps" with "many language learning apps" or "many apps" to show respect for the diverse ecosystem of language learning tools and avoid overgeneralization.
• Lead with principles, not contrasts – When presenting Bubblegum's approach or philosophy, start with what we believe and do rather than contrasting with what others do wrong. This creates more positive, confident messaging that focuses on our value rather than criticism. For example, instead of "Other apps do X. We do Y," use "We do Y" followed by context about industry practices if needed. This makes content more concise and saves readers' time while maintaining a constructive tone.
• Avoid overly emphatic formatting in conclusions – While bold text and exclamation points can be effective for emphasis, overusing them in concluding sections can make content feel artificially dramatic or AI-generated. Use natural language flow instead of multiple bold statements. For example, prefer "The result is a language learning experience that:" over "The result? A language learning experience that:" This creates more authentic, human-sounding conclusions.
• Integrate related content rather than fragmenting – Instead of creating multiple short, dramatic sections (especially in conclusions), integrate related concepts into cohesive sections. Use callouts (Info, Tip, etc.) to highlight important promises or commitments rather than creating separate section headers. This creates better flow and feels more natural to readers.
• Use natural transitions over dramatic punctuation – Avoid overusing em dashes, question marks, and exclamation points in sequence. Prefer simple, direct statements that flow naturally. For example, "These are the nine principles at foundation of every feature we build" reads more naturally than "These nine principles aren't just nice ideas—they're the foundation of every feature we build!"
• Avoid native language acquisition comparisons – Never compare adult language learning to how children learn their native language. These are fundamentally different processes with different timelines, methods, and expectations. Saying "this is how you learned your native language" sets unrealistic expectations and can make adult learners feel inadequate when their experience doesn't match childhood acquisition. Focus on adult-specific learning advantages and strategies instead.
• Avoid "native speaker" justifications – Don't use "native speakers do X, so you should too" as reasoning for learning approaches. Native speakers and adult learners have completely different relationships with language. Native speakers often can't explain why their language works the way it does, and their intuitive processes aren't replicable by adult learners. Instead, focus on what works specifically for adult language learners and why certain approaches are effective for conscious language acquisition.
• Use colons for principle explanations – When listing principles or key concepts with explanations, use colons instead of hyphens for better readability and professional formatting. For example: "Build direct comprehension: connect new language directly to meaning" rather than "Build direct comprehension - connect new language directly to meaning". This creates cleaner, more scannable content that feels more authoritative.
• Position as "different," not "better" – When comparing Bubblegum to other language learning approaches or apps, emphasize that our approach is "different" rather than claiming we're "better." We try to build the best app we can, but we acknowledge that different approaches work for different learners. Use language like "we believed there was a different approach" rather than "we believed there was a better approach." This maintains humility while still clearly articulating our unique value proposition.
• Show respect for apps that inspire us – When mentioning other language learning apps, especially those that have influenced our design (like DuChinese, Satori Reader, LingQ), frame them as sources of inspiration rather than competition. Use language like "inspired by," "learned from," or "building on the foundation of" to acknowledge the valuable work others have done in the language learning space. This creates a more collaborative and respectful tone in the language learning community.
• Emphasize AI personalization over generation – Use "AI-personalized" instead of "AI-generated" when describing content. We don't believe AI inherently generates better content than humans, but AI's distinct advantage is creating content exactly personalized to individual learner needs and levels. This framing highlights the true value proposition: tailored learning experiences rather than superior content creation.
• Call the language that the user is learning either "new language" or "language that you're learning" – Rather than "target language".

🎭 Context-Appropriate Voice Levels

Different contexts require different levels of playfulness while maintaining our core brand personality:

🫧 Super Bubbly (In-App Celebrations & Micro-Interactions)

When to use: Feedback confirmations, achievement celebrations, progress milestones, quick encouragements

Characteristics:

• Heavy use of bubblegum metaphors and wordplay
• Abundant emojis and playful language
• Short, punchy, celebration-focused messages
• Maximum personality and whimsy

Example: "Boop! ✨ Feedback received. Magic in progress..."

🎈 Moderately Playful (General App Interface)

When to use: Onboarding flows, navigation prompts, general UI text, notifications

Characteristics:

• Selective use of bubblegum metaphors
• Friendly and encouraging tone
• Clear and helpful while maintaining personality
• Strategic emoji use

Example: "Just a few taps away from your first Pop 🍭 Let's get started!"

📚 Professional-Friendly (Educational Content & External Communications)

When to use: Blog posts, landing pages, educational explanations, help documentation, formal communications

Characteristics:

• Warm and approachable but informative-first
• Minimal bubblegum metaphors (only when they genuinely enhance understanding)
• Selective emoji use for visual appeal
• Focus on being helpful and credible while maintaining friendliness

Example: "The most effective approach integrates all four skills rather than focusing on just one at a time."

📚 Glossary Tooltip Guidelines

When writing educational content (blog posts, landing pages, help documentation), we use glossary tooltips to help readers understand specialized language learning terminology that they might not be familiar with.

When to Add Glossary Tooltips

• First occurrence in each major section (h2) - Add tooltips for technical terms the first time they appear in each major section
• Specialized language learning terminology - Terms like "comprehensible input," "automaticity," "spaced repetition," "shadowing," etc.
• Linguistic terms - Academic terms like "phonetic language," "register," "sociolinguistic," "intonation"
• Learning concepts - Terms like "plateau," "frequency cliff," "input/output"
• Memory techniques - Terms like "mnemonics," "romanization"

When NOT to Add Glossary Tooltips

• Common words - Don't add tooltips for everyday vocabulary
• Previously defined terms - After the first occurrence in a section, subsequent uses typically don't need tooltips unless it's a new major section
• Context-clear terms - If the meaning is immediately clear from context, a tooltip may not be necessary

Implementation Notes

• Use the <GlossaryTooltip term="comprehensible input">display text</GlossaryTooltip> component
• The term attribute should match the glossary definition key
• Keep tooltip usage balanced - too many can be overwhelming, too few leave readers confused
• Focus on terms that genuinely help readers understand the content better

⚠️ CRITICAL REMINDER: When adding new glossary tooltips to content, you MUST also add the corresponding term definitions to the GLOSSARY object in bubblegum-landing/src/components/blog/GlossaryTooltip.tsx. The tooltip component will show a console warning and render as plain text if the term definition is missing. This step is often forgotten, so always check that new terms are properly defined in the component before committing changes.

🗺️ Messaging Use Cases

1. ✅ Feedback Submission (In-App)

Voice Level: Warm & Clear

Used when users send us feedback or support messages through settings, dialogs, or forms.

Message

• feedback_submitted: "Thanks for reaching out! If we need more details, we'll follow up via the email tied to your account."

Usage Notes

• Single, clear confirmation — no randomization
• Sets expectations that we may follow up via their account email
• Warm but informative, since users may be reporting real issues

2. 🎮 Gamified Events & Progress

Voice Level: Super Bubbly 🫧

Used when users complete a milestone, earn a badge, or finish a lesson.

Example Phrases

• "You nailed it! 🏅 One more bubble popped on your path to fluency!"
• "Lesson complete! Want another bite of learning? 🍬➡️"
• "You're leveling up faster than our gum factory elves can wrap prizes 🎁💨"

3. ✍️ Onboarding Prompts & Nudge Messages

Voice Level: Moderately Playful 🎈

Used in onboarding, chat, and other dialogs to guide or motivate users.

Example Phrases

• "Just a few taps away from your first Pop 🍭 Let's get started!"
• "Not sure where to begin? We'll help you chew through it 😄"
• "Setting a goal helps us personalize your path — and your Pops! 💡🫧"

4. 💌 Emails & Notifications

Voice Level: Moderately Playful 🎈

For welcome messages, reminders, streak nudges, and new content announcements.

Example Subject Lines

• "New Pop just dropped — come take a bite 🍬"
• "Your language streak is bubbling! Don't let it pop 🎯"
• "Poppy has a surprise for you 💕"

Tone Guide

• Slightly more descriptive than in-app
• Still fun, but informative first
• Calls-to-action should always feel helpful, not pushy

5. 📚 Educational Content & External Communications

Voice Level: Professional-Friendly 📚

For blog posts, landing pages, help documentation, educational explanations, and formal communications.

Example Phrases

• "The most effective approach integrates all four skills rather than focusing on just one at a time."
• "Building visual recognition starts with Hangul 👀"
• "Training your ear for pronunciation patterns takes consistent practice, but the results are worth it."

Tone Guide

• Informative and credible first, friendly second
• Use emojis sparingly for visual appeal and organization
• Avoid heavy bubblegum metaphors unless they genuinely enhance understanding
• Maintain warmth without sacrificing professionalism

6. 📱 Social Media Voice

Voice Level: Authentically Expert 🎯

For LinkedIn posts, Twitter threads, Instagram captions, and other social media content where we share expertise and build community.

Key Characteristics

• Conversational authority - Speak as someone who genuinely knows and loves language learning
• Structured casualness - Use clear formatting (bullet points, spoilers, numbered lists) but keep the tone relaxed
• Self-aware humor - Acknowledge quirks with light humor ("it's a 37-minute read, lol")
• Teaser approach - Give valuable previews that encourage deeper engagement
• Personal authenticity - Reference real experience ("written by someone who actually learns languages for fun")
• Community connection - Use "we" and "you" to create inclusive dialogue
• Strategic emoji use - Enhance readability and visual appeal without overdoing it
• Natural brand integration - Weave in Bubblegum references organically ("see what flavors we're mixing")

Example Phrases

• "We break it down for all levels (from absolute beginner to advanced)"
• "Spoilers: [followed by practical, actionable advice]"
• "Honestly, do whatever you find fun... you deserve it :P"
• "Curious? Read the FULL details in the post"

Content Structure Patterns

• Hook with value proposition - Lead with what the audience will learn
• Credibility signal - Establish expertise early and naturally
• Structured preview - Use spoilers, bullet points, or numbered insights
• Encouraging specificity - Give concrete, actionable advice
• Playful call-to-action - Invite engagement without being pushy
• Brand connection - Link back to Bubblegum's mission and personality

Instagram Comment Reply Guidelines

When responding to comments on Instagram posts, especially for engagement-driving content like educational reels:

Effective Reply Characteristics:

• Genuine curiosity about their choices - Show authentic interest in their personal selections ("Can't wait to see what songs you choose")
• Actionable next steps - Give immediate, practical guidance ("Start with your favorite song")
• Positive framing of outcomes - Focus on the joy of the process ("Happy learning")
• Shared enthusiasm without pressure - Express excitement while allowing them to form their own opinion ("Hope you love this approach as much as we do")
• Empowering reframes - Help them see their existing interests as learning tools ("Your playlist is your curriculum now")
• Collaborative tone - Invite ongoing conversation ("Let us know how it goes")
• Focus on their journey - Acknowledge their personal goals ("Hope it helps with your Korean journey")
• Discovery language - Suggest exploration rather than prescription ("Hope it sparks some ideas")

Avoid:

• Presumptuous statements - Don't tell them they "will love" something or that it "works so well" - let them determine their own experience
• Transactional language - Avoid phrases that sound like you're just trying to get something from them ("Your music taste is about to pay off")
• Overly confident predictions - Don't assume outcomes for their learning journey

Example Effective Replies:

• "Sent! Can't wait to see what songs you choose ✨"
• "Check your DMs! Start with your favorite song 🎵"
• "Prompt coming your way! Happy learning 🚀"
• "Sent! Hope you love this approach as much as we do 💌"
• "DM sent! Hope it helps with your Korean journey 💫"

Auto-Replies for "Practice" Comments (Korean Speaking Practice Posts):

• "Sent! Can't wait to see what practice methods you try ✨"
• "Check your DMs! Start with self-talk in Korean 🎵"
• "Practice tips coming your way! Happy learning 🚀"
• "Sent! Hope you love these solo practice ideas 💌"
• "DM sent! Hope it helps with your Korean journey 💫"
• "Practice guide headed your way! Let us know how it goes ✨"
• "Sent! Your phone is your new practice partner 📱"
• "Solo practice tips in your DMs! Happy speaking 🎯"
• "Practice resources coming up! Can't wait to hear your progress 💪"
• "DM sent! Start with topics you're passionate about ✨"

Tone Guide

• Expert but approachable - show knowledge without intimidation
• Conversational but structured - easy to scan and digest
• Encouraging and practical - focus on actionable insights
• Authentic and personal - let genuine passion for language learning shine through
• Community-minded - create connection and shared experience

🌍 Localization & Cultural Notes

• Avoid idioms that don't translate well
• Use food, nature, or friendly object metaphors when possible
• Maintain warmth across languages — literal translation isn't enough

🧪 Future Additions

• Message catalog for error handling and empty states
• Seasonal and holiday-specific language packs
• Brand metaphors & iconography glossary

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This guide is a living document and should evolve alongside the app. Bubblegum's voice is a core part of what makes it delightful — let's keep it bubbly, consistent, and full of care.