Writing

Tone

Tone is all about reading the room. Duolingo's voice will always stay the same, but we adapt the tone to the audience's state of mind. The right tone takes judgment. Think about how the audience may be feeling, then write to that feeling with empathy. Regardless of the subject matter or situation, always strive to be clear, human, and relaxed.

Contentanchor

For some people, learning a language means escaping lives they don't want. When telling these stories, write with respect. Tone down the exuberance (and exclamation points). Treat this content not like content, but like someone's life.

Like this

  • Reason #17 to learn a language in 2019: So you can better relate to refugees like Alaa, who escaped war and imprisonment and is now learning Turkish to adjust to his new life in Istanbul.

Not this

  • Did you know? Learning a language can help you escape war and imprisonment — just like Alaa, who is learning Turkish and adjusting to his new life in Istanbul!

Contrast this with another real story. This one is a cause for celebration — and exclamation points! and emojis!

Like this

  • Very few of our learners reach a 900 day streak — but Louis Pizitz Middle School student Christina did just that! She's taking German in school and using Duolingo to supplement her learning. Herzlichen Glückwunsch, Christina! 🇩🇪 🎉

Not this

  • When Louis Pizitz Middle School student Christina decided to learn German, she had no idea she'd still be at it 900 days later. Read her story.

Since language is such a huge concept that everyone can relate to, Duolingo content runs the gamut. Sometimes we'll share funny pop-culture references. Sometimes we'll share content that's much more serious. This content can coexist if we're careful about tone.

Contextanchor

When learners succeed, we celebrate them. Bust out the exclamation points!

Like this

  • Correct!
  • Awesome work!

Not this

  • You are correct
  • You have successfully passed this level

When learners stumble, we support them. This is the time for friendly, helpful language — but don't overdo it. We want them to keep going!

Like this

  • Not quite correct. Try again!
  • Oh no! You're out of health. Want to ask a friend for a refill?

Not this

  • Incorrect.
  • We're very sorry, but you don't have any health left. Hopefully, a friend will share some health with you — do you want to ask them?

The Duolingo app is full of positive and negative moments. It's important to watch our tone as learners navigate them.

successAll good.