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Digital Brand Identity Manual
iv. Hierarchy based on most accessed: Content hierarchy should
prioritize frequently accessed or critical information for easier user
access.
v. Content organization: content should be organized under clear
headings and subheadings as per defined information architecture
to ensure impactful information dissemination.
vi. Content sequencing: Content should be arranged logically, using
parameters like context, date, or alphabetical order, to ensure easy
understanding and access for all users, including those with
disabilities.
7.1.3. Tone of Voice
While writing the content, the principles mentioned below should be
followed:
7.1.3.1. Attributes
Writing should be:
i. Concise: Brief and direct to convey information efficiently;
Do Don’t
"Apply online for a “To apply for a passport renewal,
passport renewal. Fill you can utilize our online
form 1 and submit it with application system, where you will
the required documents." need to fill out form 1 and then
submit it along with the necessary
supporting documentation.”
Figure 35: Do’s and Don’ts of Conveying Information
ii. Impartial: Expressing the information in a neutral way.
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