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.