We want people to embrace what feels natural to them, regardless of race, gender, sexual orientation or age.
What works?
- Inclusive language: (without saying inclusive): ‘lives, no matter how they are lived’
- Discreet Terminology: ‘For the Back’ & ‘For the Front’ - discreet but implied. Term for sex here?
- Informative: There is a good amount of information in the copy we currently have
- Descriptive language: ‘refreshing’, ‘comforting’, ‘enriched’ (combines natural & scientific very well)
- Poetic turn-of-phrase: A lot of the language has a certain poetic quality... wild abandon
What does not work?
- Overly-affected language
- Overuse of italics (read this out loud with the visual inflections) … also undermines (race, gender & age)
- Formality of language: efficacy, exacerbating, conventions, reliable.
- Awkward tacking-on of poetic phrases… ‘explore with wild abandon’
