Travel connects people and places, bringing new experiences into their lives. We help people connect and create meaningful relationships with the world by demonstrating our passion for travel.
It’s important to keep in mind that this passion needs to be balanced with our other principles. In domains like technical writing, too much passion makes the text less clear. And of course, positive passion isn’t appropriate in every situation.
So while we’re always passionate about what we do, we remember to express that passion appropriately.
Use positive language
Use words and structures that bring out positive emotions. Focus on what can and should be done rather than what can’t and shouldn’t.
Also be careful with negation in English. This includes negative words for positive situations and double negatives. Both of these can be misunderstood.
Do
Don’t
Use active language
Try to make your sentences seem alive and moving. This means focusing on active structures (verbs with a clear subject where you can’t add “by kiwis” to the end of the verb and have it make sense).
In most cases, avoid passive structures. But do use them when it makes the idea clearer (such as to avoid personifying a system) and to avoid blaming users for errors.
Do
Don’t
Be engaging
When there’s room, use colorful adjectives.
Spice up your texts with words like amazing and brilliant. But remember that they lose power when overused.
Don’t water them down by using them to describe what we offer (“our amazing features”), but limit them to engaging opportunities for users.