Writing headings and copy – Visualbook

Writing headings and copy

On this page

Writing headings and copy – what this section does

The Writing headings and copy section keeps brand name spelling authoritative and lays out longer copy rules (tone, sentence shape, and typical traps) in one scannable place. It complements the Text module for everyday paragraphs and static text blocks.

Display variants

  • Writing names – one approved brand spelling alongside common mistakes; consistent use across web, print, and social
  • Writing texts – tone of voice, sentence style, list and link formatting with side‑by‑side good and poor copy examples

When to use it

  • Onboarding writers and agencies into a single brand lexicon
  • Pre‑flight checks before campaigns, print runs, or decks ship
  • Training internal teams who publish both short updates and long reads
  • Bridging rule-heavy copy pages with general text sections in the manual

Variant: Writing names

Here we show one correct spelling of the brand name and examples of spellings that are not used. The rules apply to the web, print, presentations, and social media. Keep the same form across all materials.

Note

A consistent brand name helps people recognise you at a glance and reduces mixed messaging in the outside world.

Visualbook (official spelling)

Do not use any of the following:
visualbook
VISUALBOOK
VisualBook
Visual Book

Variant: Writing texts

This area is for longer rules: tone of voice, sentence style, heading wording, or typical mistakes in communications. You can use bullets, numbered lists, bold type, and links inside paragraphs.

Tip

Write clearly and concretely. One main idea per paragraph reads well on phones and in PDFs.

We use active verbs and short sentences. We link to other parts of the manual with a text link, not a bare URL in the sentence.

  • State the reader’s benefit instead of empty phrases.
  • Write headings that still make sense on their own.
  • In formal copy, keep tone measured and skip unnecessary exclamation marks.

Poor: We are absolutely the best on the market!!! — it feels hollow and tired, with no real substance.

  • Avoid very long sentences with no paragraph break.
  • Do not mix languages in one sentence without an editor pass.