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Chart – What This Section Does
The Chart section turns abstract brand qualities—typically tone of voice or expressive style—into clear scales between two poles. Readers immediately see where your “voice” sits and how it should feel across manual chapters. Structured numbers and specs are often clearer in the Table section.
Display Variants
- Default chart – multiple axes – several scales side by side, each with left and right poles and a slider for the plotted value
- Single axis – minimal content – just one dimension and one contrasting pair—great for quick demos or a narrow column layout
- Custom chart line colour – override the default line tint from brand design colours when you need contrast or chapter-specific styling
- Wide set of axes (denser manual page) – stack many chart-line rows in one section for a full overview (e.g. tone of voice at a glance)
When to Use It
- Aligning teams on tone of voice and verbal contrasts (formal vs. playful, succinct vs. narrative, and similar pairs)
- Quick-reference spreads in brand books—a visual map of attitude without swapping to spreadsheets
- Showing how voice evolves over time or differs between sub-brands when small shifts on the axis tell the story
- Onboarding writers, account teams, and partners who need intuitive guardrails rather than dense prose
- Supporting chapters about messaging or typography where scales explain "how far we can go" without replacing numeric benchmarking
Variant: Default chart – multiple axes
The most common use of the Chart section: several scales stacked vertically, each with a left and right pole (e.g. communication tone). Set each dot in the Panel with the slider in steps of 10 from −40 to +40—the frontend reflects the same positions.
Friendly
Authoritative
Serious
Playful
Exclusive
Accessible to all
Conventional
Open to experiments
Variant: Single axis – minimal content
The chart works with a single dimension too—ideal when you only need one clear pair of poles (e.g. “concise ↔ narrative”) without filling the page with many axes.
Concise
Narrative
Local context
Global language
Brand heritage
Future ambition
Offline first
Digital first
Variant: Wide set of axes (denser manual page)
You can add any number of rows to the Chart lines structure. Here are six axes at once—a common pattern for a full Tone of Voice overview on a single scroll.