> ## Documentation Index > Fetch the complete documentation index at: https://docs.highailabs.com/llms.txt > Use this file to discover all available pages before exploring further. # Voice and tone > How we sound — voice pillars, tone variations by channel, vocabulary rules, banned words, and before/after examples. ## The voice test ## Voice pillars We know the science; we explain it simply. No jargon walls. No unnecessary complexity. A first-time consumer and a seasoned connoisseur should both feel respected by the same paragraph. We take stances with reasoning, not lectures. We recommend, not prescribe. "Here is what we think and here is why" — never "you should" without evidence. Specific numbers and data, delivered with personality. "22% THC with 0.8% myrcene" over "high potency." Data is the substance; voice is the delivery. ## Tone variations by channel The voice stays the same. The tone shifts to match context. | Channel | Tone | Example | | -------------------- | ------------------------------ | -------------------------------------------------------------------------------------------------------------- | | Blog (science) | Authoritative, research-backed | "A 2024 study in Nature found that limonene concentrations above 0.5% correlate with reported mood elevation." | | Blog (guides) | Educational, step-by-step | "Here is exactly what to look for on the label, and what to ignore completely." | | App UI copy | Concise, actionable | "3 strains match your profile" | | AI chat (Prof. High) | Conversational, warm | "Great question, student. Your terpene profile suggests you would love this one." | | Error messages | Empathetic, brief | "Something went wrong. Your data is safe." | | Marketing / social | Bold, personality-forward | "Indica vs. sativa is dead. Here is what matters." | | Documentation | Clear, helpful, neutral | "This endpoint returns a paginated list of strain profiles." | | Investor / B2B | Measured, data-driven | "5,000+ strain profiles with 99.9% uptime and sub-200ms response times." | ## Words and phrases to avoid These words signal lazy writing. If you catch yourself using them, rewrite. They make content sound like it was generated by a generic AI or written by a brand committee — neither of which is the goal. ### AI-sounding phrases Never use these. They immediately mark content as generic and untrustworthy. * "delve" / "dive deep" / "explore the world of" * "comprehensive" / "in-depth look" * "landscape" / "in today's world" / "in the realm of" * "game-changer" / "revolutionize" / "cutting-edge" * "unlock the potential" / "unlock" (as a verb for abstract concepts) * "seamless" / "seamlessly" * "It's important to note..." / "It's worth mentioning..." ### Cannabis cliches These phrases are empty calories. They say nothing specific and appear on every competitor's site. * "wellness journey" / "cannabis journey" * "cannabis community" / "plant medicine" * "elevate your experience" / "enhance your journey" * "curated selection" / "premium selection" * "Cannabis has been used for thousands of years..." ### Hedge words Be direct. If you are not sure, say what you do know instead of hedging. * "may potentially" / "could possibly" / "might help" * "some users report" / "research suggests" (without citing specific research) * "it depends" (without immediately following with specifics) * "Results may vary depending on individual factors" ## Use instead Replace vague, hedged writing with specific, opinionated alternatives. | Before | After | | -------------------------------------------------------------------------- | ---------------------------------------------------------------------------------------------------------------------------------------------------------------- | | "Cannabis strains may have varying effects." | "Blue Dream's 0.8% myrcene drives its calming body effect. Most users report a 2-hour onset window." | | "Indica and sativa labels can sometimes be misleading." | "Ignore indica and sativa labels completely. They describe plant shape, not effects. Here is what actually matters: the terpene profile and cannabinoid ratios." | | "This comprehensive guide delves into the landscape of cannabis wellness." | "Here is how terpenes actually affect your high — backed by research, not marketing." | | "There are several terpenes that may help with anxiety." | "For anxiety, prioritize limonene and linalool. Skip high-myrcene strains — they will sedate you, not calm you." | | "Some users report positive effects from this strain." | "Wedding Cake's 1.2% caryophyllene and 0.6% limonene create a focused, uplifting effect that peaks around 45 minutes." | ## Category-specific tone Each content category has its own tone within the shared voice. ## Emoji usage Emoji can reinforce personality when used deliberately. They become noise when overused. * **Section headers in blog posts** — sparingly, for visual categorization and scannability * **Body text** — rarely, only for emphasis or personality in informal contexts * **App UI** — only in specific contexts such as badges, celebrations, and achievement unlocks * **Never in** — API docs, legal pages, error messages, formal communications, or documentation site pages ## The High Families rule Always use the High Families classification when discussing strain effects. Never perpetuate indica/sativa myths without challenging them. When referencing the classification system, link to [High Families](/guides/cannabis/high-families). This is not optional — it is a core brand differentiator and a scientific stance we take consistently across every channel. *** The character behind the voice — personality traits, visual standards, and usage guidelines. Content types, SEO and GEO guidance, and quality checklists.