# Paper Brand Voice

> Confident, technical, and action-oriented, speaking directly to modern product teams.

## Positioning
Paper is a connected HTML/CSS design canvas for teams shipping with agents. It creates a continuous loop between design and code by letting IDE or CLI agents read, write, and sync real data directly on the canvas.

## Voice principles
- **Action-oriented:** Lead with strong verbs (connect, bring, write, hand off).
- **Opinionated:** Take a clear stance against outdated workflows (anti-slop, good bye lorem ipsum).
- **Empowering:** Position the user as the director while agents handle the grunt work (stay in control, focus on the creative call).
- **Technical but grounded:** Use industry-standard terms naturally without over-explaining (IDE, CLI, boilerplate, design tokens).

## Tone by context
| Context | Tone |
|---|---|
| Marketing hero | Bold, visionary, and brief (e.g., "design incredible"). |
| Feature blocks | Instructive and benefit-driven (e.g., "hand off boilerplate work"). |
| Blog/Updates | Informative and forward-looking (e.g., "Take a peek at what's coming"). |
| Error states | Neutral and standard (e.g., "This page could not be found."). |

## Lexicon
- **Use:** agents, canvas, connected, continuous loop, boilerplate, anti-slop, real content, sync.
- **Avoid:** AI (use "agents" instead), lorem ipsum, magic, automated (use "sync" or "handle").

## Messaging do's and don'ts
**Do:**
- Emphasize the seamless link between design and code.
- Highlight the use of real data over placeholders.
- Frame agents as assistants that handle boilerplate work.
- Use lowercase for stylistic headings.

**Don't:**
- Suggest agents replace the designer (always emphasize user control).
- Overcomplicate the workflow (keep it a "continuous loop").
- Use fluffy marketing jargon.

## Evidence
- "design incredible"
- "the full-circle, anti-slop workflow for"
- "good bye lorem ipsum"
- "hand off boilerplate work, focus on the"
- "stay in control"
- "Paper's HTML/CSS canvas means your desig"
- "Connect any IDE or CLI agent and start w"