Tone of voice

Making it clear

Finnair’s new tone of voice is more informal than it used to be. We want to be easy to understand, and as simple as possible. So, focus on using nouns and verbs. Use adjectives sparingly. Don’t use words like “equanimity” when words like “calm” will do.

But remember: being clear does not mean being boring, distant or rude. We want to be warm, playful and use human wording. This is a form of writing that comes naturally when you imagine explaining something difficult to your friend. So, be clear – but friendly.

Making it relevant

Whatever you are writing or saying should always lead somewhere and create real value.

When you’re talking with customers face-to-face, a little small-talk is desirable and polite. But when writing, keep it mainly relevant. This is important for two main reasons: to catch our reader's attention and to make sure our meaning is clear. If your writing is long-winded instead of short and sweet, you will only bore or confuse your reader.

Something to think about: An easy-to-read chart or graph can also do a better job of explaining a complex topic than text alone. Images, infographics or videos also help break up text, making your page easier to read.

Making it inspiring

We aim to inspire. This means the text you write should be light, easy, and when the situation presents itself, even entertaining. You want to engage, not bore. But remember, it’s always more important to be clear than entertaining.

Inspire with your writing. Be easily approachable. Write to the modern explorer.

About humour: We have a sense of humour, but being funny or making jokes is a tricky form of art. So, keep a light tone, but don’t go out of your way to make jokes or force any kind of humour. A joke gone wrong is worse than no joke at all. If unsure, keep the jokes to yourself and just smile politely.

Making it personal

People don’t read in groups. A simple truth. We are connecting with only one person at the time, so why not make it feel personal? Ideally, we want our site, or any other touchpoint we communicate in, to feel like a one-on-one conversation. Create real connection. Use you-focused language or if possible first names. Don’t talk or refer to “the customer”. Make it personal.

An active voice helps create reader-friendly sentences. It’s also more direct: saying “You can book flights on our website” is more engaging than saying “Flights can be booked on our website. And don’t be afraid to suggest and show emotion.