Mirror

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Writing ​

Text is an essential part of communication and thus should be considered for a design system such as Mirror. This document should be regarded as a general guideline when writing text for Magic as a Service™ or any of its various projects.

General Tone and Style ​

Magic as a Service™ communicates with a voice that is:

  • Confident but not arrogant
  • Approachable yet professional
  • Clear and actionable
  • Innovative with a touch of creativity

We aim to inspire and guide our audience with a mix of practicality and vision. Every interaction should leave the reader feeling informed, empowered, and intrigued to learn more.

Writing Guidelines ​

Headlines ​

Headlines are often the first thing readers see. Keeping them concise ensures clarity and maximises engagement by highlighting key ideas in a few impactful words. For example, “Transform Ideas Into Actionable Results.”

  • Short, Impactful, and Attention-Grabbing
  • Aim to communicate the core message in 6–8 words.
  • Example: “Transform Ideas Into Actionable Results”

Subheadlines ​

Subheadlines are designed to pull the reader deeper, serving as a bridge between the headline and the main content.

  • Can be longer, up to three sentences.
  • Act as a form of short intro, providing context or elaboration.
  • Should include a hook or a bold statement.
  • Example: “Our platform redefines how creatives collaborate and innovate. Simplify your processes, scale your ideas, and deliver results faster than ever.”

Blog Subheadlines ​

Blog posts often need more context upfront. A longer subheadline sets the tone and establishes relevance.

  • Even longer, acting as short intros.
  • Can extend to a small paragraph if needed.
  • Example: “The creative process is evolving, and the tools we use must evolve with it. In this article, we explore how emerging technologies and refined workflows are shaping the future of design and innovation.”

Call to Actions (CTAs) ​

CTAs drive engagement. By minimising wordiness, we ensure clarity and focus on the action.

  • Short, actionable, and to the point.
  • Avoid unnecessary words. Always favour directness.
  • Examples:
    • “Book Demo”
    • “Start Free Trial”
    • “Explore Features”

Direct Language ​

Direct language ensures accessibility and relatability, making technical or creative content easier to understand.

  • Use active voice and avoid jargon.
  • Address the reader directly: “you” and “your.“
  • Avoid buzzwords and don’t overuse descriptive adjectives.
  • Don’t add decorative words.
  • Keep it simple and to the point.
  • Example: “Build your next project with ease.”

Formality ​

Striking the right balance ensures we remain approachable while maintaining credibility.

  • Professional but conversational. Avoid overly formal or academic language unless the context requires it.
  • Example: “Let’s bring your vision to life.”

Quotations ​

For writing, please always use the curly, smart quotation marks, also known as the “66 and 99” quotation marks. Single quotes (‘ ’) are only used within another quote, e.g., “This is a quote referencing ‘single quotes’ for demonstration.” Proper punctuation reflects attention to detail and professionalism.

  • Always use curly, smart quotation marks (“ ”, 66 and 99). On QWERTZ Keyboards use Option + 2 and Option + Shift + 2. On QWERTY Keyboards use Option + **'** and Option + Shift + **'**
  • Use single quotes (‘ ’, 6 and 9) only within another quote.
    • Example: “This is a quote referencing ‘single quotes’ for demonstration.”

Feature Cards ​

Titles: Titles need to provide key information at a glance while maintaining visual alignment with the brand. To follow APA title case conventions, capitalise all major words and proper nouns in titles. For example: “Simplify Workflows” instead of ”simplify workflows.”

  • Keep titles brief, 2–4 words.
  • Use numbering: 01, 02, 03.
  • Example: “01 Simplify Workflows”

Callouts: Callouts are like signposts, ensuring readers can quickly navigate content and grasp its focus.

  • Super short, 1–3 words.
  • Should explain content on their own.
  • Examples:
    • “Why Us”
    • “Our Process”
    • “Key Benefits”

Date Styles ​

Long Form Dates ​

The long form provides clarity and avoids regional date format confusion, as preferred by APA for its ability to ensure universal understanding and eliminate ambiguity. This practice aligns with best practices for professional and academic communication, where precision and consistency are paramount.

  • Use this for formal communication or blog posts.
  • Format: December 4, 2024

Short Form Dates [Technical] ​

The short form is universally understood, especially in technical contexts, and ensures consistency across platforms.

  • Use for interface elements, feature cards, or where space is limited.
  • Format: 2024-12-04 (ISO 8601 standard)

© 2025 Magic as a Service™