Writing Guidelines

Writing Guidelines

Language

• Clarity and Precision: Use clear, direct language. Avoid unnecessary jargon unless speaking to highly technical audiences.
• Tone: Professional with a conversational approach that balances technical depth and accessibility.
• Avoid: Spontaneous, overly casual, or whimsical language that detracts from the sophisticated tone.
• Focus: Emphasize innovation, award-winning design, and lighting as an integral part of architecture. Use "nearly invisible" and "luxury" frequently to reinforce brand values.

Writing Guidelines: Do’s and Do Not's

Do’s

• Do emphasize innovation and subtle sophistication:
  • Example: “Apure’s award-winning lighting systems redefine how light interacts with space, creating an environment where technology and design blend seamlessly.”
• Do use clear and precise language:
  • Example: “Our luminaires are engineered to provide powerful illumination without compromising on design, ensuring both form and function.”
• Do focus on technical excellence when relevant:
  • Example: “Each fixture is meticulously engineered for optimal thermal management, ensuring longevity and consistent performance.”
• Do maintain a balanced professional and conversational tone:
  • Example: “We believe that lighting is more than just a fixture—it’s an integral part of your design vision.”
• Do use active voice to convey confidence:
  • Example: “Apure Lighting transforms spaces with nearly invisible solutions that enhance every architectural detail.”

Do Not's

• Don’t use overly casual or whimsical language:
  • Example: Avoid: “Our lights are fun little design touches that brighten up any space.”
  • Instead: “Our luminaires integrate seamlessly into any space, providing high-end illumination without distraction.”
• Don’t overcomplicate with unnecessary jargon:
  • Example: Avoid: “The lumens-to-watt ratio creates a photometric experience unrivaled in its lux distribution.”
  • Instead: “Our fixtures provide bright, even illumination that enhances the atmosphere of any room.”
• Don’t make grandiose or exaggerated claims:
  • Example: Avoid: “Our lights are the most powerful on the planet.”
  • Instead: “Engineered for precision and performance, our fixtures deliver powerful illumination where it’s needed most.”
• Don’t rely on spontaneous, playful expressions:
  • Example: Avoid: “Our lights will make you smile!”
  • Instead: “Apure’s lighting solutions bring an understated elegance to any room.”